nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2023‒10‒16
three papers chosen by
Giovanni Ramello, Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. The effects of green brand image on brand loyalty: The case of mainstream fast food brands By Anna Watson; Rozenn Perrigot; Olufunmilola (lola) Dada
  2. The impact of the brand portfolio on the market value of company’s shares “The case of The Walt Disney Company 1991-2020” By Heriat Bouthaina; Benbrahim Elghali
  3. Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols By Marine Boyaval; Arnaud Delannoy; Olivier Nicolas; Alexandre Tiercelin; Marion Garnier

  1. By: Anna Watson (Edinburgh Napier University); Rozenn Perrigot (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique); Olufunmilola (lola) Dada (LUMS - Lancaster University Management School - Lancaster University)
    Abstract: While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.
    Keywords: brand loyalty, environmental concern, fast food, green brand image, sustainable consumption
    Date: 2023
  2. By: Heriat Bouthaina (BISKRA - Université Mohamed Khider de Biskra); Benbrahim Elghali (BISKRA - Université Mohamed Khider de Biskra)
    Abstract: This study aims to measure the impact of the brand portfolio on the market value of company shares in the case of The Walt Disney Company during the period (1991-2020) using the multiple linear regression model (OLS). the results of the study showed that there is a negative significant relationship between Walt Disney's Stock Price and Studio Entertainment, a positive statistically significant with park and reports and Disney Consumer Products.
    Keywords: Brand portfolio Market value Stock value Walt Disney. JEL Classification Codes: G10 G11, Brand portfolio, Market value, Stock value, Walt Disney. JEL Classification Codes: G10, G11
    Date: 2023–06–04
  3. By: Marine Boyaval (University of Lille, LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille); Arnaud Delannoy (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie); Olivier Nicolas (IAE Lille - Institut d'Administration des Entreprises - Lille - Université de Lille, Sciences et Technologies); Alexandre Tiercelin (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université); Marion Garnier (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)
    Abstract: Subcultures are likely to follow or undergo a cycle leading to their appropriation by the mainstream and their commodification (Goulding and Saren, 2007; Arsel and Thompson, 2010). As part of this communication, we try to understand how members of a subculture react to the appropriation of their symbols by a market and brands that are at first sight incongruent with the subculture. We are particularly interested in the case of the appropriation of symbols of the geek subculture by luxury brands, by offering a reading of the trajectories of several members of this culture vis-à-vis this symbolic appropriation.
    Abstract: Les sous-cultures sont susceptibles de suivre ou subir un cycle menant à leur appropriation par le mainstream et à leur marchandisation (Goulding et Saren, 2007 ; Arsel et Thompson, 2010). Dans le cadre de cette communication, nous tentons de comprendre comment les membres d'une sous-culture réagissent à l'appropriation de leurs symboles par un marché et des marques à première vue non-congruentes avec la sous-culture. Nous nous intéressons plus particulièrement au cas de l'appropriation de symboles de la sous-culture geek par des marques de luxe, en proposant une lecture des trajectoires de plusieurs membres de cette culture vis-à-vis de cette appropriation symbolique.
    Keywords: Sous culture de consommation, geek, luxe, publicité
    Date: 2022–11–17

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