Communication Strategies Used to Promote a ‘Made In’ and ‘Terroir’ Culture – The Case of France

Anne-Flore Maman Larraufie and Lethukuthula Vilakazi
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Anne-Flore Maman Larraufie: ESSEC and SemioConsult
Lethukuthula Vilakazi: Riedel Group

Journal of International Business Research and Marketing, 2018, vol. 3, issue 5, 12-18

Abstract: This study tries to decipher the mechanism and strategies used by official entities to communicate around Made In or ‘terroir’ in France. We collected data from 13 organisms promoting ‘terroir’ and ‘made in’ and it was coded through an inductive approach of content analysis. Results show that communication strategies use cognitive and identity-building values through the usage of labels /know-how/flavors (cognitive values) and of history-related links/product authenticity and logo creation (identity-building values). Affective and normative values are not used nor are visual cues to attract consumers’ attention. Communication relies more upon the feeling around some community of consumption.

Keywords: CoO-effect; Made In; Communication (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:3:y:2018:i:5:p:12-18

DOI: 10.18775/jibrm.1849-8558.2015.35.3002

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