Isabelle AimeKedge Business School · Program Management
Isabelle Aime
Doctor of Philosophy
About
19
Publications
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60
Citations
Citations since 2017
Introduction
Publications
Publications (19)
Evidence suggests that datafication is bringing a potentially profound yet poorly understood transformation of marketing work. Most companies still struggle to adapt to the data deluge, which challenges the role of marketing inside an organization. This research uses a single case study to analyze how datafication is reshaping marketing work throug...
Branding literature has long recognized storytelling as a powerful tool to provide meaning to the brand, and to build relationship between customers and brands. In the literature, there has been a lot of focus on consumer behavior and narrative process, but only a few studies have investigated storytelling from a managerial or strategic branding pe...
This research builds on similarity theory in order to understand the key success factors of brand naming strategies for the cross-gender extension of female patronymic brands targeting men. Study 1 demonstrates that the most common naming strategy – adding a “Men” descriptor to the brand name – does not significantly increase brand attitude as the...
For most companies, digital transformation is at the top of the agenda. This article digs into the tensions faced by the marketing organization, which, along with other departments dealing with business intelligence, is particularly affected by the ongoing digital transformation. The goal of this research, which builds on the theory of paradox, is...
Purpose – The purpose of this study is to perform a historical analysis of the brand management system (BMS) to understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western countries and sectors and what the lessons can be learned from history to enlighten its current changes in today’...
Purpose
Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between differe...
Since the 1930s, the brand manager system (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (Journal of Marketing Research (JMR) 31(2):173–190, 1994) to make a historical analysis of the BMS evolution. The analysis of 44 academic articles highlights three...
Le changement de nom de marque est une pratique qui s'est fortement développée ces quinze dernières années, à la fois dans les produits de grande consommation et dans les services. L'analyse de nombreux cas récents fait ressortir que cette opération recouvre des cas très hétérogènes. En conséquence, l'objectif de cet article est double. ll cherche...
Cette étude cherche à comprendre l’attitude des consommateurs envers les changements de noms de marque en analysant l’évolution de la représentation de la marque, et ce à travers trois stratégies de changements : fusion, substitution et rupture. Un plan expérimental avant- après est appliqué à deux changements de marque réels. This work aims to und...
Brand names changes have become an increasingly common practice but appear to be very risky. Thus, this work aims to understand the consumers' attitude towards the new brand by analysing the brand representation evolution through two processes of changeovers: merging or rupture process. The study uses a before-after experimental design on two real...
Projects
Projects (2)
Brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories.
While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This project aims to build on brand gender literature and brand naming strategies to understand these gendered brands’ potential.
Aim 1: Understand the impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands (published in European Journal of Marketing)
Aim 2: Explore the role of brand naming similarity in the cross-gender extension of female patronymic brands (published in Journal of Business Research)
