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- Title
Signification des packagings et dynamiques d'innovation dans un secteur de luxe traditionnel: l'exemple des champagnes de vignerons.
- Authors
RINGEVAL-DELUZE, Aurélie; NDIONE, Louis-César
- Abstract
Based on a semiotic analysis of the packaging of 100 winegrowers champagnes in association with 19 expert interviews, we identify the traditional "champagne codes" as well as the means of packaging innovation and the major tensions that they reveal for this product category. We are thus completing the marketing literature on the packaging of prestige wines.
- Subjects
MARKETING literature; CHAMPAGNE; WINE packaging; SEMIOTICS; PACKAGING; JOB stress
- Publication
Revue Management et Avenir, 2021, Issue 123, p161
- ISSN
1768-5958
- Publication type
Article
- DOI
10.3917/mav.123.0161