Sandra Krim

Background

About Sandra Krim

I am a marketing researcher and lecturer at the École de Management de la Sorbonne (Université Paris 1 Panthéon-Sorbonne), where I teach luxury brand management and brand culture within postgraduate programs, including the Master 2 IMMIL.My doctoral research examines how luxury fashion brands use artification strategies to construct cultural legitimacy and sustain long-term brand desirability. Drawing on Consumer Culture Theory, semiotics, and Bourdieu's field theory, I am particularly interested in the mechanisms through which cultural capital becomes a source of strategic differentiation and competitive advantage. I extend this research to the phygital transformation of luxury experience and to questions of diversity, equity and inclusion in luxury brand culture, work I pursue within the Chaire Marques, Valeurs et Sociétés at IAE Paris 1.My research is attentive to what cultural positioning means concretely for luxury brands as organisations: how meaning shapes equity, and how cultural strategy bears on long-term competitive value.Research interests: luxury brand management - artification - luxury brand imaginaries - symbolic value creation - phygital luxury experience - diversity, equity and inclusion - semiotics - Consumer Culture Theory - fashion studies