Communication Strategies Used to Promote a ‘Made In’ and ‘Terroir’ Culture – The Case of France-Reference-Cited by-同舟云学术

Communication Strategies Used to Promote a ‘Made In’ and ‘Terroir’ Culture – The Case of France

Published:2018 Issue:5 Volume:3 Page:12-18
ISSN:1849-8558
Container-title:JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING
language:
Short-container-title:JIBRM

Author:

Maman Larraufie Anne-Flore¹,Vilakazi Lethukuthula²

Affiliation:

1. ESSEC and SémioConsult

2. Riedel Group

Abstract

This study tries to decipher the mechanism and strategies used by official entities to communicate around Made In or ‘terroir’ in France. We collected data from 13 organisms promoting ‘terroir’ and ‘made in’ and it was coded through an inductive approach of content analysis. Results show that communication strategies use cognitive and identity-building values through the usage of labels /know-how/flavors (cognitive values) and of history-related links/product authenticity and logo creation (identity-building values). Affective and normative values are not used nor are visual cues to attract consumers’ attention. Communication relies more upon the feeling around some community of consumption.

Publisher

Inovatus Usluge d.o.o.

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