To explore the tangibility of brand meaning of local food brands from a consumer perspective.

This study will explore the tangibility of brand meaning of local food brands from a consumer perspective. The conceptual framework is derived from Hirschman’s layers of meaning (1980a, 1998) and the direct sensory, idiosyncratic, subcultural and cultural labels, together with the tangible attributes and intangible associations, provide key units of analysis. Hirschman’s earlier attention was to move away from a more product focused or quantitative market research approach to understanding consumers and she was instrumental in a movement that generated a wealth of literature around the intangible associations - the cultural, social and psychological contributions towards brand meaning. However this study focuses on the more neglected tangible attributes to further understand their contribution to brands in the 21st century. Brand meaning resides in the minds of consumers (Batey 2008) so this research will be explored from their perspective. It adopts an interpretivist approach to uncover subjective meanings held by consumers and their connections with brands. Family households with older children aged 10-15 tend to be the greatest consumers in this area and form the sample population (Mintel 2011). Qualitative approaches such as participant observation supported by in-depth interviews are adopted. This study seeks to make an original contribution by giving insights into a more neglected area which explores the tangible attributes of brand meaning

To explore the brand meaning of local food brands.

This paper introduces the author’s doctoral thesis which explores the tangibility of brand meaning of local food brands. The conceptual framework is derived from Hirschman’s layers of meaning (1980a, 1998) and of specific interest is the tangible (direct sensory and functional) as the intangible (idiosyncratic, subcultural and cultural) has attracted considerable scholarly attention. Brand meaning resides in the minds of consumers (Batey, 2008) so this research will be explored from their perspective. It adopts an interpretivist approach to uncover subjective meanings held by consumers and their connections with brands. Qualitative approaches such as participant observation supported by in-depth interviews are adopted. The research context is local food as there has been a significant groundswell of interest in this category over the last few years around local sourcing, food miles, health and ethical concerns (Grobel, 2013). This makes an original contribution by giving insights into a more neglected area which explores the tangibility of brand meaning

To explore the tangibility of brand meaning of local food brands.

This paper introduces the author’s doctoral thesis which explores the tangibility of brand meaning of local food brands. The conceptual framework is derived from Hirschman’s layers of meaning (1980a, 1998) and the tangible (direct sensory and functional) and the intangible (idiosyncratic, subcultural and cultural) labels provide key units of analysis. The latter has received much scholarly attention exemplified by Brown et al., (2003) and Escalas and Bettman, (2005), so this focuses on the more neglected tangible layer, to understand its contribution to brand meaning. Brand meaning resides in the minds of consumers (Batey 2008) so this research will be explored from their perspective. It adopts an interpretivist approach to uncover subjective meanings held by consumers and their connections with brands. Family households with older children aged 10-15 form the sample population (Mintel 2011). Qualitative approaches such as participant observation supported by in-depth interviews are adopted. This makes an original contribution by giving insights into a more neglected area which explores the tangibility of brand meaning. The research context is local food as there has been a significant groundswell of interest in this category over the last few years around local sourcing, food miles, health and ethical concerns (Grobel 2013)

"Just taste this - what do you think?".

This paper explores how the sensory attributes of local food brands contribute to brand meaning. It is part of a wider study exploring the tangibility of brand meaning of local food brands. 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. This study has a specific sensory focus, revealing that taste was the most dominant sense, with consumers going to some length to describe their tasting experiences. Taste may operate in a direct sensory capacity (afferent) and connect with other senses and associations in a multi-sensory (efferent) capacity. Consumers accept the notion of sensual incongruence

To explore the tangible attributes contributing to brand meaning. A study of local food brands.

Brand Meaning is a central concept in brand management and has been associated with brands offering symbolic intangible associations to consumers beyond their functional benefits. Tangible attributes relating to the senses and a brand’s functional performance have been overshadowed by these intangible associations, and this is addressed in this study by exploring these tangible attributes’ contribution to brand meaning. By creating a conceptual framework which evolves Hirschman’s (1980; 1998) layers of meaning, this research uses quasi-ethnographic research methods to explore the contribution of the sensorial and functional attributes to brand meaning. Furthermore, it gains insight into how the tangible attributes connect with the intangible associations (psychological, subcultural and cultural). Finally, it explores any hierarchical structures evident in brand meaning. The context for this research is local food brands available in the vicinity of Dorset. The findings from this small-scale study reveal that tangible attributes can have meaning both sensorially and functionally. From a sensorial aspect, consumers can accept incongruity across the senses; furthermore, this creates brand distinctiveness when recalled in memory. From a functional perspective, consumers are highly involved with consumption choices in the local food brand category. The connectivity element is strong in that tangible attributes evidence intangible associations. They contribute to a positive self-concept and a shared ethos, through the notion of doing and feeling good. Finally, not only are hierarchical approaches evident but there are also flatter patterned approaches apparent amongst the brand attributes and associations. This research makes an original contribution to knowledge regarding brand meaning structures. Hierarchical connections across tangible attributes and intangible associations should not always be assumed. This study discerns an approach that is flatter and non-hierarchical. Tangible attributes can be interwoven with intangible associations. This pattern approach may contain mainly woven functional attributes, revealing functional connections and meanings. Alternatively, the pattern can have threads of tangible attributes that interweave with intangible associations creating more symbolic meanings

Transitioning towards a sustainable food city

Purpose The paper provides a case study of a capacity building project and critical reflection in relation to transitioning to a sustainable food city. Design/Methodology/Approach An action research approach was adopted involving two research initiatives; firstly, a survey to elicit stakeholders’ understanding of sustainable local food, with a view to creating a shared agenda and informing future strategic direction; and secondly a combination of research approaches, including paired discussions, generation of pictorial outputs and a workshop, aimed to inform the future vision and mission of the Partnership. Findings Collaboration with stakeholders through a variety of research initiatives has facilitated the development of a Sustainable Food City Partnership, with the overarching aim of achieving a transition towards a more sustainable food system. Moreover, collaboration has contributed to the transition of the Partnership to ensure sustainability and continuity after the initial funding stage. Research limitations/implications While universities have an important role to play in guiding direction and shaping new community initiatives for sustainability in their regions, the challenges, resources and time involved may be under-estimated; these projects take considerable time to yield fruit. Practical Implications The findings of the study will be of interest to those working in the community to promote education for sustainable development and better food systems. Originality/value This paper addresses a gap in the literature in relation to universities and their collaboration in multi-actor networks, in building capacity and contributing to local sustainability transitions. Keywords: Sustainability, Sustainable Food, Transitions, Capacity Building, Partnership workin

“Eat up, it’s good for you!” Local foods as brands that ‘do good’

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