Laure Ambroiseis an assistant professor at University of Saint Etienne (France). Her studies focus on consumers and brands relationship. She has published articles in international refereed marketing journals and conferences, especially on brand management (Recherche et Applications en Marketing, Advances in Consumer Research). Her recent research projects cover brand personality transfer and consumer empowerment. Gaëlle Pantin-Sohieris an assistant professor at University of Angers (France). Her research explores the relationship between human and brands. Current projects cover brand personality and brand image creation through personality transfer and product package. She has published in international and French journals as Innovative marketing and Recherche et Applications en Marketing.

This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process.

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Cet article examine l'influence du packaging (couleur et forme) du produit sur certaines associations fonctionnelles (croyances envers la marque) et symboliques (personnalité de la marque) de l'image de marque. Les hypothèses sont testées par une expérimentation qui fournit une validation empirique du rôle du packaging dans la construction de l'image de marque.

In a context of changing food consumption patterns, discontinuous innovations are a major challenge for the food industry. This article aims to identify the cognitive processes underpinning the acceptance of discontinuous food innovations through the study of classification and encoding mechanisms of mental categorisation. A qualitative study applied to entomophagy explores these mechanisms according to the extent of product processing and their consequences on acceptance by consumers. These results enrich Behavioral Decision Theory and help manufacturers understand the marketing levers that can be used to facilitate acceptance of these innovations.