“Eat up, it’s good for you!” Local foods as brands that ‘do good’.

Eccles, S. and Quest, J., 2016. “Eat up, it’s good for you!” Local foods as brands that ‘do good’. In: Academy of Marketing 11th Global Brand Conference: Brands that do Good, 27--29 April 2016, Bradford, UK.

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Official URL: http://www.brad.ac.uk/management/brandatbradford/

Abstract

This paper is based on a study exploring how the tangible attributes of local food brands can ‘do good’, using a brand meaning lens. Through the development of a conceptual framework derived from Hirschman’s ‘layers of meaning’ (1980; 1998), research was conducted with consumers living in Dorset, UK. The results suggest that local food brands ‘do good’ through positive consumer experiences of tangible sensory attributes such as taste and appearance, as well as functional attributes relating to animal welfare, supporting the local economy and provenance.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Brand Meaning; Local Food Brands; Tangible brand attributes that ‘do good’
Subjects:UNSPECIFIED
Group:Media School
ID Code:23346
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:24 Mar 2016 17:04
Last Modified:24 May 2016 09:27

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