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Les marques ont-elles une religion ?
Dufour, Stéphane ; El Nar, Chady
Communiquer : Revue de communication sociale et publique, 2022, Vol.34
Université du Québec, Département de communication sociale et publique
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Título:
Les marques ont-elles une religion ?
Autor:
Dufour, Stéphane
;
El Nar, Chady
Assuntos:
brands, religion, communication, advertisement
;
Humanities and Social Sciences
;
Library and information sciences
É parte de:
Communiquer : Revue de communication sociale et publique, 2022, Vol.34
Descrição:
From their development strategies in foreign markets, which compel them to consider the prescriptions and prohibitions, brands have been dealing with religion for a long time to ensure the legality of their commercial offer. This issue aims not to add to the already abundant literature or to question the logic of adaptation of the commercial offer following dominant religions. Rather, it seeks to engage in a reflection on religion that crosses and works on the brands, from the inside and in their communication strategies. At the crossroads of several disciplines, including information and communication sciences, theology, marketing, and anthropology, this issue attempts to identify, in the different levels of their activities and in the shapes that produces meaning, the permeability at the origins of brands, at the expectations, and at the religious values to understand how this appropriation influences management. Les marques composent de longue date avec la religion, à commencer par leurs stratégies de développement sur les marchés étrangers qui les obligent à prendre en compte les prescriptions comme les interdictions des religions majoritaires afin de rendre licite leur offre commerciale auprès des populations. L’intention de ce numéro n’est pas d’apporter une contribution supplémentaire à cette littérature déjà abondante. Il s’agit moins d’interroger ici les logiques d’adaptation de l’offre commerciale que d’engager une réflexion sur la religion qui traverse et travaille les marques de l’intérieur et leurs stratégies de communication. Au croisement de plusieurs disciplines, dont les sciences de l’information et de la communication, la théologie, le marketing, l’anthropologie, ce numéro essaye de cerner, dans les différents niveaux de leurs activités et les plis de la production de sens, la perméabilité des marques aux origines, aux attentes comme aux valeurs religieuses pour apprécier comment cette appropriation influe sur leur gestion.
Editor:
Université du Québec, Département de communication sociale et publique
Idioma:
Francês
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