World of Origin: The Secret Ingredient of Monastic Marketing

Marie-Catherine Paquier, Sophie Morin-Delerm () and Fabien Pecot
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Marie-Catherine Paquier: EBS Paris - European Business School Paris, LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]
Sophie Morin-Delerm: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]
Fabien Pecot: TBS Business School Barcelona

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Abstract: Storytelling theory establishes that brands need to give consumers plots, characters… to build their own transporting stories (Van Laer et al., 2014). But what happens when a silent brand generates rich stories? The case of the French monasteries' marketplace can shed light on this paradox. Based on qualitative data collected in the French monastic ecosystem, and in analogy with Country of Origin (COO) (Agrawal and Kamakura, 1999), we put forward the concept of World of Origin (WOO) as an alternative resource for storytelling.

Date: 2020-10-01
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Published in Association for Consumer Research Conference, ACR, Oct 2020, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03693941

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