IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02056939.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02056939/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dominique Roux, 2007. "La résistance du consommateur: Proposition d'un cadre d'analyse," Post-Print hal-02054910, HAL.
    2. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
    3. Louis Chauvel, 1993. "Les valeurs dans la Communauté européenne : l'érosion des extrémismes," Revue de l'OFCE, Programme National Persée, vol. 43(1), pages 93-134.
    4. Vanitha Swaminathan & Karen L. Page & Zeynep Grhan-Canli, 2007. ""My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 248-259, May.
    5. Dominique Roux, 2007. "La resistance du consommateur: Proposition d'un cadre d'analyse," Post-Print hal-02022228, HAL.
    6. Maheswaran, Durairaj, 1994. "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 354-365, September.
    7. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    8. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    9. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    2. Anis Jounaid & Abdelmajid Amine, 2018. "L'ambivalence De La Consommation Contre-Culturelle : Le Role Du Style Heavy Metal Dans La Dialectique Contre-Culture/Culture Dominante," Post-Print hal-02022689, HAL.
    3. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    4. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    5. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    6. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    7. Sladjana Nørskov & Yun Mi Antorini & Morten Berg Jensen, 2019. "Innovative Brand Community Members and Their Willingness to Share Ideas with Companies," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Understanding and Motivating Crowds, chapter 6, pages 145-169, World Scientific Publishing Co. Pte. Ltd..
    8. Bulmer, Sandy & Buchanan-Oliver, Margo, 2010. "Experiences of brands and national identity," Australasian marketing journal, Elsevier, vol. 18(4), pages 199-205.
    9. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    10. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    11. Žitkienė Rima & Kriaučiūnaitė-Lazauskienė Gintarė, 2019. "The Interplay of Religious Symbols and Cultural Values Theory in Advertising," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 119-137, June.
    12. Bruhn, Manfred & Schwarz, Jürgen & Batt, Verena, 2012. "Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 153-179.
    13. Xin Xu & James Y. L. Thong & Viswanath Venkatesh, 2014. "Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market," Information Systems Research, INFORMS, vol. 25(4), pages 710-729, December.
    14. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    15. Danielle J Brick & Gràinne M Fitzsimons & Tanya L Chartrand & Gavan J Fitzsimons & Gita JoharEditor & Sharon ShavittAssociate Editor, 2018. "Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 991-1014.
    16. Maria Mercanti-Guérin, 2016. "Numérique et défiance chez le consommateur : proposition d'un agenda de recherche," Post-Print hal-02055183, HAL.
    17. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    18. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    19. Douglas R. Ewing & Chris T. Allen, 2017. "Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 405-422, October.
    20. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02056939. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.