Menaces sur les marques et (re)constructions identitaires Le cas des collectifs de défense de la moutarde de Dijon

Maria Mercanti-Guérin ()
Additional contact information
Maria Mercanti-Guérin: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

Post-Print from HAL

Abstract: Brands are today under attack by an emerging consumer resistant movement reinforced by current branding practices (delocalization). This tension between consumers and brands has possible effect on consumer identities. Resistant collectives construct their discourses to antibranding representations and represent new alternative identities for consumers. In this study we survey one representative sample of online communities dedicated to Dijon's mustard and its two famous brands Amora and Maille. We analyze the impact of network design on consumers' involvement, information sharing, resistance and countercultural attitude.

Keywords: communautés en ligne; résistance du consommateur (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://hal.science/hal-02056939v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in 14ième Journée de Recherche en Marketing de Bourgogne, 2009, Dijon, France

Downloads: (external link)
https://hal.science/hal-02056939v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02056939

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().