Appropriations et rejets discursifs d’une marque dans un contexte de délocalisation et de déclinaison de marque
Keywordscountry of origin
online brand community
Communication. Mass media
Bibliography. Library science. Information resources
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AbstractIn this article, we offer to analyze the discursive practices of international guitar amateurs in an online brand community. We study how they react to a company strategy based on the development of a sub-brand manufactured in China while the parent brand is characterized by a high-end positioning and offers custom manufactured in the United States of America instruments. The studied communicational dynamics are centered around ethnocentric and country of origin arguments that put the community at risk.