Yann Truong
Yann Truong
Burgundy School of Business
Adresse e-mail validée de bsb-education.com
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New luxury brand positioning and the emergence of masstige brands
Y Truong, R McColl, PJ Kitchen
Journal of Brand Management 16 (5), 375-382, 2009
3742009
Status and conspicuousness–are they related? Strategic marketing implications for luxury brands
Y Truong, G Simmons, R McColl, PJ Kitchen
Journal of strategic marketing 16 (3), 189-203, 2008
3302008
Intrinsic motivations, self-esteem, and luxury goods consumption
Y Truong, R McColl
Journal of Retailing and Consumer Services 18 (6), 555-561, 2011
2512011
Personal aspirations and the consumption of luxury goods
Y Truong
International Journal of Market Research 52 (5), 655-673, 2010
1712010
Perceived intrusiveness in digital advertising: strategic marketing implications
Y Truong, G Simmons
Journal of strategic marketing 18 (3), 239-256, 2010
1582010
An exploration of business model development in the commercialization of technology innovations
V Dmitriev, G Simmons, Y Truong, M Palmer, D Schneckenberg
R&D Management 44 (3), 306-321, 2014
1262014
Practitioners’ perceptions of advertising strategies for digital media
Y Truong, R McColl, P Kitchen
International Journal of Advertising 29 (5), 709-725, 2010
1202010
An evaluation of the theory of planned behaviour in consumer acceptance of online video and television services
Y Truong
The Electronic Journal Information Systems Evaluation 12 (2), 177-186, 2009
1182009
Uncovering the relationships between aspirations and luxury brand preference
Y Truong, R McColl, PJ Kitchen
Journal of Product & Brand Management, 2010
1142010
A cross-country study of consumer innovativeness and technological service innovation
Y Truong
Journal of Retailing and Consumer Services 20 (1), 130-137, 2013
1112013
Managing i‐branding to create brand equity
G Simmons, B Thomas, Y Truong
European Journal of Marketing, 2010
992010
Inscribing value on business model innovations: Insights from industrial projects commercializing disruptive digital innovations
G Simmons, M Palmer, Y Truong
Industrial Marketing Management 42 (5), 744-754, 2013
862013
Reciprocal value propositions in practice: Constraints in digital markets
Y Truong, G Simmons, M Palmer
Industrial Marketing Management 41 (1), 197-206, 2012
822012
Microfoundations of innovative capabilities: The leverage of collaborative technologies on organizational learning and knowledge management in a multinational corporation
D Schneckenberg, Y Truong, H Mazloomi
Technological Forecasting and Social Change 100, 356-368, 2015
722015
Branding strategies for high-technology products: The effects of consumer and product innovativeness
Y Truong, RR Klink, G Simmons, A Grinstein, M Palmer
Journal of Business Research 70, 85-91, 2017
522017
The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France
DL Xu-Priour, Y Truong, RR Klink
Technological Forecasting and Social Change 88, 265-275, 2014
512014
Consumer response to product form in technology‐based industries
Y Truong, RR Klink, L Fort‐Rioche, GA Athaide
Journal of Product Innovation Management 31 (4), 867-876, 2014
512014
The effects of facial attractiveness and gender on customer evaluations during a web-video sales encounter
R McColl, Y Truong
Journal of Personal Selling & Sales Management 33 (1), 117-128, 2013
452013
Customers involvement and firm absorptive capacity in radical innovation: The case of technological spin-offs
L Scaringella, RE Miles, Y Truong
Technological Forecasting and Social Change 120, 144-162, 2017
292017
The impact of technological green new product introductions on firm profitability
M Palmer, Y Truong
Ecological Economics 136, 86-93, 2017
282017
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