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

Franck Celhay () and Hervé Remaud ()
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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

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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.

Keywords: Packaging; design; semiotics; communication; wine label (search for similar items in EconPapers)
Date: 2016-02-16
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Citations: View citations in EconPapers (2)

Published in Academy Wine Business Research (AWBR), Feb 2016, Adelaïde, Australia

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02078761

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