| By: |
Déborah Philippe;
Alain Debenedetti (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - UPEM - Université Paris-Est Marne-la-Vallée);
Damien Chaney |
| Abstract: |
While social evaluations have gained prominence in the field of marketing, few
studies have investigated how brands strategically mobilize their social
evaluations. This study aims to further explore the potential of social
evaluations to shed light on brand management processes. Through a qualitative
content analysis of 420 unique magazine ads of 36 fine watchmaking brands over
a four-year period, we show how brands strategically draw from the distinct
repertoires of status, reputation, and legitimacy to signal their social
position and increase their appeal to consumers. We find that brands mobilize
and combine cues from the three repertoires in different ways and that these
variations stem from differences in the brands' strategic intent and extent of
market embeddedness. We discuss the contributions of these findings to the
marketing literatures on social evaluations and on the role of advertising in
brand building and conclude by outlining avenues for future research. |
| Keywords: |
Legitimacy,status,reputation,branding,market system dynamics,social evaluations,luxury |
| Date: |
2022 |
| URL: |
http://d.repec.org/n?u=RePEc:hal:journl:hal-03657352&r= |