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Le| sentiment régional comme levier d'action marketing

Author

Listed:
  • Delphine Dion

    (EM - EMLyon Business School)

  • Eric Rémy
  • Lionel Sitz

Abstract

Face à l'émergence des logiques d'appartenance rêgionale, on peut s'interroger sur les façons dont les sentiments régionaux peuvent être utilisés en marketing La collecte et l'analyse de 29 introspections et de 280 photos commentées, ont permis de mieux comprendre la nature du sentiment régional et d'identifier 7 actions marketing pour développer et mettre en avant une offre autour des régions. L'article se termine par une reflexion sur les limites de ces pratiques liées au ciblage, à la folklorisation et à l'authenticité.

Suggested Citation

  • Delphine Dion & Eric Rémy & Lionel Sitz, 2010. "Le| sentiment régional comme levier d'action marketing," Post-Print hal-02312458, HAL.
    • Handle: RePEc:hal:journl:hal-02312458
    as

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    Cited by:

    1. Camille Chédotal & Samuel Guillemot & Cécile Plaud & Béatrice Sommier, 2018. "L'influence de la consommation régionale sur l'identité personnelle : l'exemple de la Bretagne," Post-Print hal-01828078, HAL.
    2. LEBRUMENT, Norbert & ZUMBO-LEBRUMENT, Cédrine & ROCHETTE, Corinne & ROULET, Thomas J., 2021. "Triggering participation in smart cities: Political efficacy, public administration satisfaction and sense of belonging as drivers of citizens’ intention," Technological Forecasting and Social Change, Elsevier, vol. 171(C).

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