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Culinary marketing : building an optimum brand identity thanks to culinary branding, through word-image congruence
[Marketing culinaire : Savoir exploiter les effets de congruence images-mots]

Author

Listed:
  • Virginie Brégeon Lalanne de Saint-Quentin

    (Ecole Française de Gastronomie Ferrandi, ARENES - Arènes: politique, santé publique, environnement, médias - UR - Université de Rennes - Institut d'Études Politiques [IEP] - Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

Ce projet de recherche doctorale s'inscrit dans la perspective d'apprendre à exploiter au mieux les effets de congruence images - mots dans la construction d'une image de marque culinaire optimale. Il s'agira d'explorer le marketing culinaire de manière globale et en particulier le «branding» à travers plusieurs disciplines (comportement du consommateur, culture visuelle, sociologie culinaire, neurosciences, etc.).

Suggested Citation

  • Virginie Brégeon Lalanne de Saint-Quentin, 2014. "Culinary marketing : building an optimum brand identity thanks to culinary branding, through word-image congruence [Marketing culinaire : Savoir exploiter les effets de congruence images-mots]," Post-Print hal-01744947, HAL.
    • Handle: RePEc:hal:journl:hal-01744947
    Note: View the original document on HAL open archive server: https://hal.science/hal-01744947
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