Building and staging a lignage in luxury: the case of chef in haute cuisine

Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine

Delphine Dion () and Elodie de Boissieu ()
Additional contact information
Delphine Dion: IAE Paris - Sorbonne Business School
Elodie de Boissieu: EIML - Ecole Internationale de Marketing du Luxe

Post-Print from HAL

Abstract: This research analyses marketing practices used to ensure the continued existence of luxury brands charismatic legitimacy. Based on the analysis of interviews with various actors of the field of haute-cuisine and the study of gastronomic restaurants web-sites, we identified actions to (1) inscribe chefs into a lineage in order to transfer the charismatic legitimacy to his/their successor(s), and (2) how this lineage is staged in the service delivery process and in the restaurant. Based on these results and transposing Kantorowicz' theory of the king's two bodies, we discuss the concept of the brand two bodies. We recommend several actions to build the brand two bodies and link these elements through a lineage.

Keywords: legitimacy; brand; charisma; experience; lineage; restaurant; chef; gastronomy (search for similar items in EconPapers)
Date: 2013-06
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2013, 70, pp.25-42. ⟨10.7193/DM.070.25.42⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02906173

DOI: 10.7193/DM.070.25.42

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().