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Communication Strategies Used to Promote a ‘Made In’ and ‘Terroir’ Culture – The Case of France

Author

Listed:
  • Anne-Flore Maman Larraufie

    (ESSEC and SemioConsult)

  • Lethukuthula Vilakazi

    (Riedel Group)

Abstract

This study tries to decipher the mechanism and strategies used by official entities to communicate around Made In or ‘terroir’ in France. We collected data from 13 organisms promoting ‘terroir’ and ‘made in’ and it was coded through an inductive approach of content analysis. Results show that communication strategies use cognitive and identity-building values through the usage of labels /know-how/flavors (cognitive values) and of history-related links/product authenticity and logo creation (identity-building values). Affective and normative values are not used nor are visual cues to attract consumers’ attention. Communication relies more upon the feeling around some community of consumption.

Suggested Citation

  • Anne-Flore Maman Larraufie & Lethukuthula Vilakazi, 2018. "Communication Strategies Used to Promote a ‘Made In’ and ‘Terroir’ Culture – The Case of France," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(5), pages 12-18, July.
    • Handle: RePEc:mgs:jibrme:v:3:y:2018:i:5:p:12-18
    DOI: 10.18775/jibrm.1849-8558.2015.35.3002
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    More about this item

    Keywords

    CoO-effect; Made In; Communication;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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