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Menaces sur les marques et (re)constructions identitaires Le cas des collectifs de défense de la moutarde de Dijon

Abstract : Brands are today under attack by an emerging consumer resistant movement reinforced by current branding practices (delocalization). This tension between consumers and brands has possible effect on consumer identities. Resistant collectives construct their discourses to antibranding representations and represent new alternative identities for consumers. In this study we survey one representative sample of online communities dedicated to Dijon's mustard and its two famous brands Amora and Maille. We analyze the impact of network design on consumers' involvement, information sharing, resistance and countercultural attitude.
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https://hal.archives-ouvertes.fr/hal-02056939
Contributor : Maria Mercanti-Guerin <>
Submitted on : Monday, March 4, 2019 - 11:24:21 PM
Last modification on : Monday, June 28, 2021 - 9:58:01 PM
Long-term archiving on: : Wednesday, June 5, 2019 - 4:43:01 PM

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Maria Mercanti-Guérin. Menaces sur les marques et (re)constructions identitaires Le cas des collectifs de défense de la moutarde de Dijon. 14ième Journée de Recherche en Marketing de Bourgogne, 2009, Dijon, France. ⟨hal-02056939⟩

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