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L'éthnicité des produits : Une approche exploratoire

Author

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  • Jean-Claude Usunier

    (UNIL - Université de Lausanne = University of Lausanne)

Abstract

Les consommateurs établissent des liens stéréotypiques entre pays et produits fondés sur la perception qu'un pays a un savoir-faire et une réputation établis pour un produit générique particulier. Ce lien, qualifié d'ethnicité des produits, est exploré par cette recherche en examinant les associations que font les consommateurs entre pays et produits (dans les deux sens), dans quatre nations répondantes (Allemagne, France, Grande-Bretagne, Tunisie). Cette recherche propose et compare différentes mesures alternatives de l'ethnicité des produits et montre comment les consommateurs associent produits et pays pour une vingtaine de biens.

Suggested Citation

  • Jean-Claude Usunier, 2002. "L'éthnicité des produits : Une approche exploratoire," Post-Print halshs-02919737, HAL.
    • Handle: RePEc:hal:journl:halshs-02919737
    DOI: 10.7193/DM.027.35.49
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