La marque : entité spirituelle ou religieuse ?
Professor Benoît Heilbrunn draws on abundant resources and references from social and human sciences to conduct original research on marketing at ESCP Business School. This approach leads him to question spirituality, sacredness, and belief in the consumer society. Author of numerous books and artic...
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| Format: | Article |
| Language: | English |
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Université du Québec à Montréal
2022-10-01
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| Series: | Communiquer |
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| Online Access: | https://journals.openedition.org/communiquer/9510 |
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| _version_ | 1841543316987969536 |
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| author | Benoît Heilbrunn Stéphane Dufour |
| author_facet | Benoît Heilbrunn Stéphane Dufour |
| author_sort | Benoît Heilbrunn |
| collection | DOAJ |
| description | Professor Benoît Heilbrunn draws on abundant resources and references from social and human sciences to conduct original research on marketing at ESCP Business School. This approach leads him to question spirituality, sacredness, and belief in the consumer society. Author of numerous books and articles, Heilbrunn regularly discussed the convergence between religion and brands by looking at how their economy resolves around the mystery of the Trinity through the three complementary sides of an absent god: a “sensorial” side, linked to the material products of the consumer good and to its tangible aspects, directly prehensile by consumers; a “rhetoric” side, which refers to the ideological dimension of the brand, to its place and its capacity to convey values and imagination; a “pragmatic” side, which points towards engaging corporal practices and which orchestrate, among others, the rituals of buying and consumption. |
| format | Article |
| id | doaj-art-7b0d666b6497463aae89b2b9d3ea7641 |
| institution | Kabale University |
| issn | 2368-9587 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | Université du Québec à Montréal |
| record_format | Article |
| series | Communiquer |
| spelling | doaj-art-7b0d666b6497463aae89b2b9d3ea76412025-01-13T13:44:19ZengUniversité du Québec à MontréalCommuniquer2368-95872022-10-0134111910.4000/communiquer.9510La marque : entité spirituelle ou religieuse ?Benoît HeilbrunnStéphane DufourProfessor Benoît Heilbrunn draws on abundant resources and references from social and human sciences to conduct original research on marketing at ESCP Business School. This approach leads him to question spirituality, sacredness, and belief in the consumer society. Author of numerous books and articles, Heilbrunn regularly discussed the convergence between religion and brands by looking at how their economy resolves around the mystery of the Trinity through the three complementary sides of an absent god: a “sensorial” side, linked to the material products of the consumer good and to its tangible aspects, directly prehensile by consumers; a “rhetoric” side, which refers to the ideological dimension of the brand, to its place and its capacity to convey values and imagination; a “pragmatic” side, which points towards engaging corporal practices and which orchestrate, among others, the rituals of buying and consumption.https://journals.openedition.org/communiquer/9510semioticsreligionproductbrandsBenoît Heilbrunnconsumer |
| spellingShingle | Benoît Heilbrunn Stéphane Dufour La marque : entité spirituelle ou religieuse ? Communiquer semiotics religion product brands Benoît Heilbrunn consumer |
| title | La marque : entité spirituelle ou religieuse ? |
| title_full | La marque : entité spirituelle ou religieuse ? |
| title_fullStr | La marque : entité spirituelle ou religieuse ? |
| title_full_unstemmed | La marque : entité spirituelle ou religieuse ? |
| title_short | La marque : entité spirituelle ou religieuse ? |
| title_sort | la marque entite spirituelle ou religieuse |
| topic | semiotics religion product brands Benoît Heilbrunn consumer |
| url | https://journals.openedition.org/communiquer/9510 |
| work_keys_str_mv | AT benoitheilbrunn lamarqueentitespirituelleoureligieuse AT stephanedufour lamarqueentitespirituelleoureligieuse |