TERRITORIAL BRANDING: A CASE STUDY OF « PRODUIT EN BRETAGNE » USING COGNITIVE MAPPING

MARQUAGE TERRITORIAL: UNE ANALYSE PAR LA CARTOGRAPHIE COGNITIVE APPLIQUEE AU CAS DE « PRODUIT EN BRETAGNE »

Sylvie Foutrel () and Philippe Demontrond
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Sylvie Foutrel: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: The aim of this paper is to provide a better understanding of how decision makers integrate the territorial dimension in management in their companies, taking the case of "Produit en Bretagne". Cognitive mapping is used to reveal the decision logic used by the actors to justify their choice of regional branding by analysing their representations.

Date: 2015-11-26
Note: View the original document on HAL open archive server: https://hal.science/hal-03222447v1
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Published in 14èmes Journées Normandes de Recherches sur la Consommation : Société et Consommation 26-27 Novembre 2015, Angers., Nov 2015, Angers, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03222447

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