Retailer Communications During the Covid-19 Pandemic: an Analysis of the Localness Dimension
This research examines the content of retailer communications aiming to promote local products during the pandemic. Three hundred thirty-eight visuals pertaining to ‘buying local’ were gathered through various communication channels across industries. Following a content analysis, the main dimensions of localness communication strategies during the pandemic were: social influence/information/emotions/habits.
Citation:
Amélie Guèvremont, Fabien Durif, and Frédérick Joly (2021) ,"Retailer Communications During the Covid-19 Pandemic: an Analysis of the Localness Dimension", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 910-910.
Authors
Amélie Guèvremont, École des Sciences de la Gestion, Université du Québec à Montréal
Fabien Durif, École des Sciences de la Gestion, Université du Québec à Montréal
Frédérick Joly, École des Sciences de la Gestion, Université du Québec à Montréal
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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