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Efficacité des réducteurs de risque marketing dans la confiance du consommateur : le cas des marques alimentaires cautionnées par des grands chefs de cuisine

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  • Paul-Emmanuel Pichon

    (CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'objectif essentiel de cet article est de comprendre les mécanismes liés aux angoisses du consommateur, sa perte de confiance face aux produits issus de l'industrie agroalimentaire. Nous verrons en quoi, l'association de marques industrielles cautionnées par des grands chefs de la gastronomie française, répond au besoin de réassurance du consommateur, en manque de repères, face à l'acte alimentaire.

Suggested Citation

  • Paul-Emmanuel Pichon, 2002. "Efficacité des réducteurs de risque marketing dans la confiance du consommateur : le cas des marques alimentaires cautionnées par des grands chefs de cuisine," Post-Print hal-03277890, HAL.
    • Handle: RePEc:hal:journl:hal-03277890
    Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-03277890
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    References listed on IDEAS

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    1. Olivier Brunel, 2000. "La perception du risque alimentaire, pour une vision pluridisciplinaire du mangeur," Post-Print halshs-00682428, HAL.
    2. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
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    4. Lucie Sirieix, 1999. "La consommation alimentaire : Problématiques, approches et voies de recherche," Post-Print hal-02018491, HAL.
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    Cited by:

    1. Paul-Emmanuel Pichon, 2002. "Efficacité des réducteurs de risque marketing et confiance du consommateur : A propos d'une recherche exploratoire sur le comportement d'achat du consommateur face à la viande," Post-Print hal-04086685, HAL.

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