Appropriations et rejets discursifs d’une marque dans un contexte de délocalisation et de déclinaison de marque

Revue Française des Sciences de l’Information et de la Communication. 2015;7 DOI 10.4000/rfsic.1733

 

Journal Homepage

Journal Title: Revue Française des Sciences de l’Information et de la Communication

ISSN: 2263-0856 (Online)

Publisher: Société Française de Sciences de l’Information et de la Communication

LCC Subject Category: Language and Literature: Philology. Linguistics: Communication. Mass media | Bibliography. Library science. Information resources

Country of publisher: France

Language of fulltext: French

Full-text formats available: HTML

 

AUTHORS


Benoît Cordelier

EDITORIAL INFORMATION

Double blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 12 weeks

 

Abstract | Full Text

In 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.