Évaluation de l'image des A.O.C. régionales de vins français: Peuvent-elles devenir des marques régionales ?

Thierry Lorey and Virginie Duthil
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Thierry Lorey: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: The aim of our exploratory research is to evaluate the "regional brand" image of the main French wine A.O.C/P.D.O by using the "nucleus" approach (Michel, 1999) from social representation theory. Our results show that the wine P.D.O studied (specifically Alsace, Bordeaux, Champagne, Côtes de Provence) own a brand image organized around a nucleus of associations and a peripheral system. Moreover, the "regional branding" concept, defined by three dimensions (P.D.O, umbrella brand, brand constellation) seems to work for French regional A.O.C. We also determine nine categories of wine P.D.O social representations, which could be a relevant branding tool for positioning and adding value to French/European wine P.D.O

Keywords: "regional brand image"; "wine; P.D.O"; " nucleus theory"; " social representation"; "marque régionale"; " vin; A.O.C"; "noyau central"; "représentation sociale"; marque régionale; vin; A.O.C; noyau central; représentation sociale (search for similar items in EconPapers)
Date: 2011-05-18
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Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12152

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00739568

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