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Rethinking brand feminine dimension: brand femininity or brand femininities?

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2009

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...

Persistent link: https://www.econbiz.de/10010905427

Importance de la procrastination dans le processus de décision d'achat. Approche sémiotique et mesure.

Darpy, Denis - Université Paris-Dauphine

La procrastination du consommateur est émergée comme facteur individuel de cause du report d’achat. Cet article analyse la procrastination du consommateur au moyen d’un carré sémiotique, positionne la procrastination par rapport à l’impulsivité et la compulsivité, et en propose une...

Persistent link: https://www.econbiz.de/10008504542

Rethinking brand feminine dimension: brand femininity or brand femininities?.

Darpy, Denis; Azar, Salim - Université Paris-Dauphine

Persistent link: https://www.econbiz.de/10008532363

Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process

Darpy, Denis; Dercourt, Virginie - Université Paris-Dauphine (Paris IX) - 2008

By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery...

Persistent link: https://www.econbiz.de/10010706450

Importance de la procrastination dans le processus de décision d'achat. Approche sémiotique et mesure

Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2000

Consumer procrastination has ermerged as important individual variable along multiple situational variables to explain purchase delay. This article provides an analysis of consumer procrastination using a semiotic approach. It clarifies the differences with other deviant behaviors such as...

Persistent link: https://www.econbiz.de/10010706703

Design and Identities: the case of carsharing

Martin, Adèle; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2014

Amongst the collaborative consumptions arising nowadays, sharing is one of the most widespread systems. Sharing traditionally owned objects such as cars has certainly affected the consumer-possessions relationship. This paper shows the role of design in both identity and brand community...

Persistent link: https://www.econbiz.de/10011124192

How second-generation consumers choose where to shop: A cross-cultural semiotic analysis

Silhouette-Dercourt, Virginie; De Lassus, Christel; … - Université Paris-Dauphine (Paris IX) - 2014

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers …’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic … that retail stores wanting to target second-generation ethnic consumers must take into consideration. …

Persistent link: https://www.econbiz.de/10010960562

Brand Masculinity or Brand Masculinities? Toward a New Brand-Typology

Azar, Salim; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2010

Persistent link: https://www.econbiz.de/10010861572

Brand-sex as a primary category in brand categorization process

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2008

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand...

Persistent link: https://www.econbiz.de/10010905126

New perspectives for brand categorization process: the case of brand-sex

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2008

Persistent link: https://www.econbiz.de/10010905330