Rôle des MDD de terroir dans la construction de la légitimité des distributeurs: le cas « Reflets de France »

Karim Messeghem (), René-Pierre Beylier and Fatiha Fort
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Karim Messeghem: UM1 - Université Montpellier 1
René-Pierre Beylier: UP2 - Université Panthéon-Assas

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Abstract: This article mobilizes the neo-institutional approach to study the role of private brand of "terroir" products in the retailer's territorial legitimacy construction. Results of a consumer survey of products Reflects de France (terroir brand of Carrefour) show a significant and positive effect of the image and the attitude toward the "terroir" brand on the territorial legitimacy of the retailer. The image effect seems to be stronger than the attitude effect. The managerial implications for retailers are at the level of territorial anchoring and proximity strategies widely developed by most distributors. For SMEs and local stakeholders, the results highlight the benefits of a concerted cooperation with retailers to better construct and valorise territorial resources.

Keywords: marque de distributeur; public image; food consumption; comportement des consommateurs; image de marque; consommation alimentaire; marketing (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (8)

Published in Décisions Marketing, 2012, 66, pp.35-45

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Working Paper: Rôle des MDD de terroirs dans la construction de la légitimité des distributeurs: le cas « Reflets de France » (2012)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506141

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