IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02313407.html
   My bibliography  Save this paper

Champagne: marketplace icon

Author

Listed:
  • Joonas Rokka

    (EM - EMLyon Business School)

Abstract

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne's ever-shifting image and role in consumer culture. I argue that the "imperishable fame" of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.

Suggested Citation

  • Joonas Rokka, 2017. "Champagne: marketplace icon," Post-Print hal-02313407, HAL.
    • Handle: RePEc:hal:journl:hal-02313407
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    2. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    3. Cruz, Angela Gracia B. & Cardoso, Flavia & Rojas-Gaviria, Pilar, 2022. "Crafting food products for culturally diverse markets: A narrative synthesis," Journal of Business Research, Elsevier, vol. 153(C), pages 19-34.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02313407. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.