La sobriété comme levier de création de valeur d’une marque: le cas de « la marque en moins »

Erwan Boutigny () and Aurore Ingarao ()
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Erwan Boutigny: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Aurore Ingarao: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: This research explores the rise of responsible consumption as a dominant normative framework shaping contemporary markets. The transition from "consuming better" to "consuming less" encourages some brands to adopt a sobriety-based positioning, emphasizing simplicity and the reduction of excessive consumption. This strategic stance challenges traditional branding logics centered on abundance and stimulation of demand. Consumers appear increasingly responsive to such positioning, valuing brands that align with ethical and sustainable principles. Based on the case of la marque en moins and an analysis of online consumer reviews, this study examines how a brand that deliberately deconstructs conventional branding codes can achieve legitimacy and create value. The paper contributes to marketing research by highlighting alternative branding strategies aligned with evolving consumer expectations.

Keywords: responsible consumption; consumer perception; brand sobriety; value creation; perception; consommation responsable; sobriété; valeur (search for similar items in EconPapers)
Date: 2026-06-11
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Published in 11ème édition du Colloque AFM Prix & Valeur, VALLOREM, IAE Tours Val de Loire, Université de Tours, Jun 2026, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05653847

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