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Rôle des MDD de terroirs dans la construction de la légitimité des distributeurs: le cas « Reflets de France »

Author

Listed:
  • René Pierre Beylier

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Karim Messeghem

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Fatiha Fort

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques)

Abstract

This article mobilizes the neo-institutional approach to study the role of private brand of "terroir" products in the retailer's territorial legitimacy construction. Results of a consumer survey of products Reflects de France (terroir brand of Carrefour) show a significant and positive effect of the image and the attitude toward the "terroir" brand on the territorial legitimacy of the retailer. The image effect seems to be stronger than the attitude effect. The managerial impli- cations for retailers are at the level of territorial anchoring and proximity strategies widely developed by most distribu- tors. For SMEs and local stakeholders, the results highlight the benefits of a concerted cooperation with retailers to bet- ter construct and valorise territorial resources.

Suggested Citation

  • René Pierre Beylier & Karim Messeghem & Fatiha Fort, 2012. "Rôle des MDD de terroirs dans la construction de la légitimité des distributeurs: le cas « Reflets de France »," Post-Print hal-02422614, HAL.
    • Handle: RePEc:hal:journl:hal-02422614
    DOI: 10.7193/DM.066.35.45
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    Cited by:

    1. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    2. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    3. Virginie Baritaux & Camille Billion, 2016. "Les intermédiaires de la distribution dans la relocalisation des systèmes alimentaires : perspectives de recherche," Post-Print hal-01646095, HAL.
    4. repec:hal:journl:hal-01768090 is not listed on IDEAS
    5. Pascale Ertus, 2021. "Les Produits Alimentaires Du Terroir Comme Vecteur De Bien-Être," Post-Print hal-03284013, HAL.
    6. Jérôme Lacoeuilhe & Didier Louis & Cindy Lombart, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Post-Print hal-01672920, HAL.
    7. Samy Belaïd & Jérôme Lacoeuilhe, 2015. "Mesure de l’attitude à l’égard de la MDD : nouvelles perspectives," Post-Print hal-01178082, HAL.
    8. Baritaux, Virginie & Houdart, Marie, 2015. "Relations fournisseurs-grande distribution dans les filières agroalimentaires. Une analyse de la trajectoire d’une démarche « filière qualité »," Économie rurale, French Society of Rural Economics (SFER Société Française d'Economie Rurale), vol. 346(March-Apr).
    9. Samy Belaïd & Jérôme Lacoeuilhe, 2018. "Purchase motivations and levers to revitalize the core market store brands [Les motivations d’achat et leviers pour redynamiser l’offre des marques de distributeurs cœur de gamme]," Post-Print hal-01841502, HAL.

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