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What does your wine label mean to consumers? A semiotic approach

Author

Listed:
  • Franck Celhay

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Hervé Remaud

Abstract

A large body of research has shown that the packaging's graphic design influences consumers' perception of a product. Many marketing scholars and researchers acknowledged that a package graphic design is a critical tool for managers to communicate about the brands they manage. In the meantime, very little is known about how the visual component of a packaging does produce the desired meanings among consumers. Using a semiotic approach, this study aims to investigate this link using wine labels as a field of investigation.

Suggested Citation

  • Franck Celhay & Hervé Remaud, 2016. "What does your wine label mean to consumers? A semiotic approach," Post-Print hal-02078761, HAL.
    • Handle: RePEc:hal:journl:hal-02078761
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    Cited by:

    1. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    2. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.

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