La question posée dans la présente contribution est de savoir dans quelle mesure la « stratégie de marquage » retenue par les Petites et Moyennes Entreprises du secteur agroalimentaire influence leur création de valeur et leurs résultats financiers. L’utilisation d’une marque ou...

Purpose – For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its evaluation through an informal control on the purchase experience. Yet, for brands in this sector, better controlled...

Purpose – Part of the steady decline of wine consumption in France might be attributed to a growing criticism of the level of alcohol content of the wines. Recent declarative surveys suggest that consumers consider favourably wines with lower contents of alcohol. The purpose of this paper is...