THE CONCEPT OF ARTISAN-BRAND: EXPLORATION OF THE CHARACTERISTICS AND CONSUMERS’ MOTIVATIONS

LE CONCEPT DE MARQUE-ARTISAN: EXPLORATION DES CARACTERISTIQUES ET DES MOTIVATIONS DES CONSOMMATEURS

Jonathan Dezecot () and Nathalie Fleck
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Jonathan Dezecot: GAINS - ARGUMANS - Atelier De Recherche En Gestion De L'université Du Mans - GAINS - Groupe d'Analyse des Itinéraires et des Niveaux Salariaux - UM - Le Mans Université

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Abstract: This research proposes a new application of the concept of human brand in craftsmanship to understand consumers' motivations in purchasing artisanal products. An analysis shows that the characteristics of the human brand can be applied to the artisan-brand and confirms the validity of the concept. The artisan-brand appears as a guarantee of authenticity, has the necessary legitimacy in its organizational field and induces a strong attachment between the consumer and the artisan. However, the literature shows that unlike human brands already studied, mostly celebrities, the artisan can't be a source of identification. An exploratory qualitative study in the form of focus group with consumers attending artisanal shops allows identifying the characteristics of the concept of artisan-brand and better understanding consumers' motivations.

Keywords: Artisan; Human brand; Authenticity; Attachment; Marque humaine; Authenticité; Attachement (search for similar items in EconPapers)
Date: 2016-05-18
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02952979v1
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Published in 32ème Congrès International de l’Association Française du Marketing, May 2016, Lyon, France

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