Yann Truong

ESC Rennes SChool of Business

Associate Professor

Rue Robert d'arbrissel, 2

Rennes, 35000

France

http://www.esc-rennes.com

SCHOLARLY PAPERS

5

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Top 38,167

in Total Papers Downloads

1,810

SSRN CITATIONS
Rank 43,539

SSRN RANKINGS

Top 43,539

in Total Papers Citations

5

CROSSREF CITATIONS

11

Scholarly Papers (5)

1.

New Luxury Brand Positioning and the Emergence of Masstige Brands

Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.
Number of pages: 12 Posted: 05 Dec 2014
Yann Truong, Rod S. McColl and Philip J. Kitchen
ESC Rennes SChool of Business, ESC Rennes School of Business and Hull University Business School (HUBS)
Downloads 700 (52,526)
Citation 1

Abstract:

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new luxury brands, masstige, positioning, prestige

2.

An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services

Truong, Y. (2009). An evaluation of the theory of planned behaviour in consumer acceptance of online video and television services. The Electronic Journal Information Systems Evaluation, 12(2), 177-186.
Number of pages: 20 Posted: 05 Dec 2014
Yann Truong
ESC Rennes SChool of Business
Downloads 581 (66,642)

Abstract:

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technology adoption, online video, online television, web TV, Theory of Planned Behaviour, user acceptance of online videos

3.

Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands

Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189-203.
Number of pages: 24 Posted: 21 Nov 2014
ESC Rennes SChool of Business, Queen's University Belfast, ESC Rennes School of Business and Hull University Business School (HUBS)
Downloads 319 (133,904)
Citation 1

Abstract:

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branding, conspicuous consumption, luxury, new luxury, status, France

4.

Developing the Internet as a Branding Tool: i-Branding Implications for Food Companies

Simmons, G., Thomas, B., & Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing, 44(9/10), 1260-1285.
Number of pages: 20 Posted: 10 Dec 2014
Geoff Simmons, Brychan Thomas and Yann Truong
Queen's University Belfast, University of Glamorgan - Business and ESC Rennes SChool of Business
Downloads 134 (295,563)
Citation 3

Abstract:

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Internet marketing, Electronic commerce, Brands, Brand equity, Interpersonal communications, Marketing communications

5.

Microfoundations of Innovative Capabilities: The Leverage of Collaborative Technologies on Organizational Learning and Knowledge Management in a Multinational Corporation

Technological Forecasting and Social Change, Forthcoming
Number of pages: 59 Posted: 17 Oct 2015
ESC Rennes School of Business, ESC Rennes SChool of Business and Rennes School of Business
Downloads 76 (428,582)

Abstract:

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Dynamic capabilities; Microfoundations; Collaborative technologies; Organizational learning; Knowledge management; Multinational firm