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

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  • Maria Mercanti-Guérin

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

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.

Suggested Citation

  • Maria Mercanti-Guérin, 2009. "Menaces sur les marques et (re)constructions identitaires Le cas des collectifs de défense de la moutarde de Dijon," Post-Print hal-02056939, HAL.
    • Handle: RePEc:hal:journl:hal-02056939
    Note: View the original document on HAL open archive server: https://hal.science/hal-02056939
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    References listed on IDEAS

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