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Modèle de l’e-brand equity pour une stratégie numérique dans les organisations

Abstract : Regarding digital evolution, the aim of this article is to propose a model for e-brand equity that allows constructing, managing and measuring the e-identity, e-influence, e-reputation and e-brand factors in all kind of organizations. This research follows a first work that has consisted in settling the theory concepts when adding the e- to the basic notions of identity, brand, influence and reputation. We wonder now if organizations necessarily need a model for managing the digital dimension in order to gain the desired e-brand equity. We have sought to provide strategic factors to organizations in order to allow them to manage new communication and diffusion formats: blogs, Facebook, Youtube, Pinterest, Instagram, Tumblr, Twitter, Google+, Snapchat. Eventually, in our test regarding four fashion brands, we have observed the management of these factors that significantly participate in elaborating e-brand equity.
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Submitted on : Monday, January 23, 2017 - 6:06:39 PM
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  • HAL Id : hal-01444258, version 1



Lucile Salesses, Marie Ouvrard-Servanton. Modèle de l’e-brand equity pour une stratégie numérique dans les organisations. Stratégies numériques et développement des organisations, Oct 2016, Nimes, France. ⟨hal-01444258⟩



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