Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "8848"
  #_source: array:26 [
    "id" => "8848"
    "slug" => "genre-de-la-marque-et-conquete-de-nouveaux-marches"
    "yearMonth" => "2006-06"
    "year" => "2006"
    "title" => "Genre de la marque et conquête de nouveaux marchés"
    "description" => "NYECK, S. et VEG, N. (2006). Genre de la marque et conquête de nouveaux marchés. <i>Les Echos</i>, pp. 2-3."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "NYECK Simon"
        "bid" => "B00000401"
        "slug" => "nyeck-simon"
      ]
      1 => array:1 [
        "name" => "VEG N."
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:8 [
      0 => "Extension"
      1 => "Féminin"
      2 => "Feminine"
      3 => "Genre"
      4 => "Luxe"
      5 => "Marque"
      6 => "Masculin"
      7 => "Nouveaux marchés"
    ]
    "updatedAt" => "2020-12-17 18:37:46"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "2-3"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Articles ou vidéos de vulgarisation"
      "en" => "Press article, video or other popular media"
    ]
    "support_type" => array:2 [
      "fr" => "Presse"
      "en" => "Press"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "L'article présente le concept de genre de la marque, ainsi que son impact en termes de management de l’innovation sur un nouveau segment. Cette discussion est illustrée par deux études de cas menées sur différentes composantes de la communication."
      "en" => "The paper discusses the brand gender and its implications on brand extension. Two cases illustrate the concept through extensive analysis of brand communication tools."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T01:21:46.000Z"
    "docTitle" => "Genre de la marque et conquête de nouveaux marchés"
    "docSurtitle" => "Articles ou vidéos de vulgarisation"
    "authorNames" => "<a href="/cv/nyeck-simon">NYECK Simon</a>, VEG N."
    "docDescription" => "<span class="document-property-authors">NYECK Simon, VEG N.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2006</span>"
    "keywordList" => "<a href="#">Extension</a>, <a href="#">Féminin</a>, <a href="#">Feminine</a>, <a href="#">Genre</a>, <a href="#">Luxe</a>, <a href="#">Marque</a>, <a href="#">Masculin</a>, <a href="#">Nouveaux marchés</a>"
    "docPreview" => "<b>Genre de la marque et conquête de nouveaux marchés</b><br><span>2006-06 | Articles ou vidéos de vulgarisation </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Genre de la marque et conquête de nouveaux marchés</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.982854
  +"parent": null
}