“Eat up, it’s good for you!” Local foods as brands that ‘do good’
Start date: 27 April 2016
This paper is based on a study exploring how the tangible attributes of local food brands can ‘do good’, using a brand meaning lens. Through the development of a conceptual framework derived from Hirschman’s ‘layers of meaning’ (1980; 1998), research was conducted with consumers living in Dorset, UK. The results suggest that local food brands ‘do good’ through positive consumer experiences of tangible sensory attributes such as taste and appearance, as well as functional attributes relating to animal welfare, supporting the local economy and provenance.