Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "3681"
  #_source: array:26 [
    "id" => "3681"
    "slug" => "genre-de-la-marque-et-strategies-dinnovation-marches-quelles-implications-pour-la-gestion-des-marques"
    "yearMonth" => "2007-01"
    "year" => "2007"
    "title" => "Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ?"
    "description" => "NYECK, S. et VEG, N. (2007). Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ? Dans: <i>L'art de l'innovation</i>. 1st ed. L'Harmattan, pp. 117-124."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "NYECK Simon"
        "bid" => "B00000401"
        "slug" => "nyeck-simon"
      ]
      1 => array:1 [
        "name" => "VEG N."
      ]
    ]
    "ouvrage" => "L'art de l'innovation"
    "keywords" => array:4 [
      0 => "Extension"
      1 => "Genre"
      2 => "Luxe"
      3 => "Marques"
    ]
    "updatedAt" => "2021-09-06 14:06:32"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "117-124"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Au moment ou la plupart des marques cherchent des leviers de croissance à travers les extensions, la recherche discusse le concept de genre de la marque  et de son influence sur la reussite des extensions auprès d'un segment de marché du genre opposé."
      "en" => "The objective of this paper is to discuss the concept of brand gender and its potential influence in crossover extensions. More specifically, we intend to describe how female brands extend on the men market and vice versa. Using semiotic analysis, a qualitative research is performed on a sample of eight brands."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-18T20:21:40.000Z"
    "docTitle" => "Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ?"
    "docSurtitle" => "Chapitres"
    "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">2007</span>"
    "keywordList" => "<a href="#">Extension</a>, <a href="#">Genre</a>, <a href="#">Luxe</a>, <a href="#">Marques</a>"
    "docPreview" => "<b>Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ?</b><br><span>2007-01 | Chapitres </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ?</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.220489
  +"parent": null
}