Dodo Lé Là: how consumers promote a local iconic brand in postcolonial creole culture

Julie Leroy (), Baptiste Cléret () and Michel Boyer
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Julie Leroy: CEMOI - Centre d'Économie et de Management de l'Océan Indien - UR - Université de La Réunion, IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion
Baptiste Cléret: IAE Rouen - Institut d'Administration des Entreprises (IAE) - Rouen
Michel Boyer: CEMOI - Centre d'Économie et de Management de l'Océan Indien - UR - Université de La Réunion, IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion

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Abstract: This videography shows how consumers in the Reunion Island (France) promote a local Dodo beer towards an iconic status through their identity work. An alternative approach to Holt's theorising on iconic brands is taken on two levels. First, the videography contributes by offering a non-American, postcolonial and creole aspect of a brand myth-making, as well as the ‘promotion' of the brand by the local consumers and multi-ethnic community. Second, the consumers' voice in citing the brand is examined (Nakassis, 2012. American Anthropologist, 114(4), 624–638.). Based on the findings, the citing of the brand happens in two different ways: when including it into personalised identity narratives and when producing new brand tokens, thus nurturing the brand ontology further.

Keywords: Brand; consumer culture (search for similar items in EconPapers)
Date: 2018-08-06
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Published in Journal of Marketing Management, 2018, 34 (5-6), pp.538-538. ⟨10.1080/0267257X.2018.1477819⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03550311

DOI: 10.1080/0267257X.2018.1477819

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