Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "5253"
  #_source: array:26 [
    "id" => "5253"
    "slug" => "www-as-a-communication-tool-for-luxury-brands-compared-perceptions-of-consumers-and-managers"
    "yearMonth" => "1997-06"
    "year" => "1997"
    "title" => "WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers."
    "description" => "NYECK, S. et ROUX, E. (1997). WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers. Dans: <i>Proceedings of the 2nd International Research Seminar on Marketing Communications and Consumer Behavior 1997</i>. IAE Aix-en-Provence, pp. 296-316."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "NYECK Simon"
        "bid" => "B00000401"
        "slug" => "nyeck-simon"
      ]
      1 => array:1 [
        "name" => "ROUX E."
      ]
    ]
    "ouvrage" => "Proceedings of the 2nd International Research Seminar on Marketing Communications and Consumer Behavior 1997"
    "keywords" => []
    "updatedAt" => "2021-04-19 17:57:25"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "296-316"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Actes d'une conférence"
      "en" => "Conference Proceedings"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Le nouvel outil commercial qu'est le Web implique une modification du paysage de la communication et de la distribution, ce qui rend sa maîtrise nécessaire. L'objectif de cette recherche est d'analyser la compatibilité entre les stratégies des marques de luxe et l'outil Web. A partir d'une étude qualitative menée auprès de gestionnaires de marques de luxe et de consommateurs canadiens, cet article compare les perceptions des deux populations et discute brièvement les implications."
      "en" => "The growing importance of the WWW as a commercial medium raises numerous issues regarding communication and retailing strategies for most companies. Therefore, research in this area is needed to gain a better understanding of this new marketing tool. Based on two samples, including managers and luxury brands consumers, this study uses an interpretive approach to assess the compatibility of the WWW with the marketing of luxury brands. Finally, preliminary findings on both samples are contrasted and managerial implications are discussed."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T00:21:50.000Z"
    "docTitle" => "WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers."
    "docSurtitle" => "Conference Proceedings"
    "authorNames" => "<a href="/cv/nyeck-simon">NYECK Simon</a>, ROUX E."
    "docDescription" => "<span class="document-property-authors">NYECK Simon, ROUX E.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1997</span>"
    "keywordList" => ""
    "docPreview" => "<b>WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers.</b><br><span>1997-06 | Conference Proceedings </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">WWW as a Communication Tool for Luxury Brands : Compared Perceptions of Consumers and Managers.</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.331208
  +"parent": null
}