Does stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020

Titre : Does stating that a product is made from specific terroir enhance existancial authenticity ? Type de document : Mémoire Auteurs : Celia PUCCI, Auteur Année de publication : 2020 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CLUSTER ; MARKETING DIRECT ; COMPORTEMENT DU CONSOMMATEUR ; MARQUE Résumé : This paper analyzes the extent to which mentioning that a product is made from a specific terroir enhances existential authenticity perception. As we tried to find variables that could explain the relationship between terroir ingredient mentioning and existential authenticity perception, we focused our analysis on consumers’ personality traits such as vanity and self-esteem.To answer this question, we compared the responses of 120 students or young graduates thanks to a between-groups experiential design and measured the level of self-esteem and vanity for each respondent.Our results showed that stating that a product is made from a specific terroir ingredient enhances existential authenticity perception. While we failed to prove that vanity and self-esteem were mediators, the results demonstrate that the degree of vanity powerfully influences the strength of the relationship between the mention of terroir ingredient and existential authenticity perception. Also, we noticed that the level of self-esteem definitely impacts consumption patterns.This study emphasizes the need to value terroir as an enhancer of authenticity and to take into account consumer traits such as vanity and boost self-esteem when it comes to creating and selling a product. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529794