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

René Pierre Beylier (), Karim Messeghem () and Fatiha Fort
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René Pierre Beylier: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Karim Messeghem: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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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 impli- cations for retailers are at the level of territorial anchoring and proximity strategies widely developed by most distribu- tors. For SMEs and local stakeholders, the results highlight the benefits of a concerted cooperation with retailers to bet- ter construct and valorise territorial resources.

Keywords: MDD; terroir; consumer attitude; territorial legitimacy.; attitude du consommateur; légiti- mité territoriale. (search for similar items in EconPapers)
Date: 2012-06
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Citations: View citations in EconPapers (3)

Published in Décisions Marketing, 2012, 66, pp.35-45. ⟨10.7193/DM.066.35.45⟩

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Working Paper: Rôle des MDD de terroir 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-02422614

DOI: 10.7193/DM.066.35.45

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