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Research papers

Meta consumption

This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: M. Nussenbaum, A. Souvayre, Catherine Becker
Company: SORGEM IMR
May 1, 1996
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Citation

Nussenbaum, Souvayre and Becker (1996a, May 01). Meta consumption . ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/meta-consumption-


Research papers

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989
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Citation

Krief, Y. (1989a, September 01). Global communication (French). ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/global-communication-french-


Research papers

Towards a qualitative control of television sponsorship of television sponsorship

In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
Company: SORGEM IMR
June 15, 1991
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Citation

Bo and Krief (1991a, June 15). Towards a qualitative control of television sponsorship of television sponsorship. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/towards-a-qualitative-control-of-television-sponsorship-of-television-sponsorship


Research papers

A communication audit (French)

The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
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Citation

Krief, Y. (1984a, June 15). A communication audit (French). ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/a-communication-audit-french-


Research papers

Global communication

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989
×

Citation

Krief, Y. (1989a, September 01). Global communication. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/global-communication


Research papers

Local brands, global brands

Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998
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Citation

Becker, C. (1998a, June 15). Local brands, global brands. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/local-brands-global-brands


Research papers

A communication audit

The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
×

Citation

Krief, Y. (1984a, June 15). A communication audit. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/a-communication-audit


Research papers

The death of Lady Di

This paper deals with a study based on a large opinion survey conducted on the Net by CNN after the death of Lady Diana. It aims at analysing the discourse content about Diana. SORGEM and IBM-ECAM collaborated in devising a methodology of automatic...

Catalogue: The Worldwide Internet Seminar 1998
Authors: Catherine Gouttas, Jean-Maxence Granier
Company: SORGEM IMR
June 15, 1998
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Citation

Gouttas and Granier (1998a, June 15). The death of Lady Di. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/the-death-of-lady-di


Research papers

Brand, style, territories

This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.

Catalogue: Ethnic Marketing 2000
Authors: Danielle Greenfield, Serge Laminana
Company: SORGEM IMR
July 1, 2000
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Citation

Greenfield and Laminana (2000a, July 01). Brand, style, territories. ANA - ESOMAR. Retrieved September 22, 2023, from


https://ana.esomar.org/documents/brand-style-territories