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Des liens intergénérationnels à la transmission transgénérationnelle : vers une co-création marque-consommateur. Étude du marketing de la nostalgie de Danette

Abstract : From the Danette case study, we want to show the allagmatic transition one generation to another, how the media communication has led to a shift of “verticality of fathers” (“We get up all for Danette”) to a” horizontality of peers” (“We all vote for Danette”). Through this generational issue, there is an evolution of an economy of the transaction to an economy of the relationship, in which to stay competitive, companies must consider “the customer lifecycle” rather than the “product lifecycle”. The competitive advantage of Danone will be played on a “consumer re-enchantment”, thanks to the implementation of a transgeneration communication, where in a co-creation process, the consumer is closely associated with the brand marketing and media coverage. Then Danette restrospectively constructs a real sociotechnical imaginary from its history. The internet supports this marketing of nostalgia device begun in 2006 and that peaks in 2010 for the event “We get up all for Danette 40 years old”.
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https://archivesic.ccsd.cnrs.fr/sic_01793892
Contributor : Daphné Duvernay <>
Submitted on : Thursday, May 17, 2018 - 9:56:06 AM
Last modification on : Tuesday, May 26, 2020 - 6:50:23 PM

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  • HAL Id : sic_01793892, version 1

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Daphné Duvernay. Des liens intergénérationnels à la transmission transgénérationnelle : vers une co-création marque-consommateur. Étude du marketing de la nostalgie de Danette. Communication et Organisation, Presses Universitaires de Bordeaux, 2011, pp.37-58. ⟨sic_01793892⟩

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