Défendre le positionnement luxe d'une marque grâce à son champion de marque: le rôle clé du directeur artistique sur Instagram.

Abstract : Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well.
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Submitted on : Friday, November 1, 2019 - 7:37:10 PM
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Christel de Lassus, Maria Mercanti-Guérin. Défendre le positionnement luxe d'une marque grâce à son champion de marque: le rôle clé du directeur artistique sur Instagram.. Colloque Etienne Thil, Oct 2019, Paris, France. ⟨hal-02317551⟩

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