Montpellier Business School

Dr. Celhay Franck

Celhay Franck
Fonction Associate Professor
Research themes Graphic design, semiotics, marketing, wine
Teaching department Marketing, Sales and Communication Department

Email :
Tel. +33 (0)4 67 10 27 02

Short Bio

Dr. Franck Celhay, Associate Professor at Montpellier Business School, arrived in September 2011. He holds a Doctorate in Marketing and a Bachelor in Graphic Design. He is in charge of the course "Graphic Design and Brand Communication". Major topics of research are graphic design, semiotics, innovation management and wine marketing. His research has been published in several journals such as Journal of Product Innovation Management, International Journal of Research in Marketing, Food Quality and Preference, Recherche et Applications en Marketing, Journal of retailing and consumer services and presented in many academic or professional conferences. He also works as a consultant in marketing and graphic design: market research, semiotic studies, logos/package/website design etc. In 2012, he received the Emerald Literati Network Award for Excellence for his article in International Journal of Wine Business Research. In 2013, he obtained a best paper award at the Academy of Wine Business Research Conference. In 2014, he obtained the Junior Award grant from the FNEGE Fondation Nationale pour l'Enseignement de la Gestion des Entreprises.

Selected intellectual contributions

Celhay F. Forthcoming. Characters of wine: The cultural meanings of typefaces & fonts in wine label design. In S. Charters, M. Demossier, J. Dutton, G. Harding, D. Marks, J. S. Maguire & T. Unwin (Eds.), Handbook of Wine and Culture. Routledge, Abingdon:.

Masson J., Garcia K. & Celhay F. 2020. Label graphic design as a tool for wine brand positioning. In F. Cheriet & H. Hannin (Eds.), Wine Management and Marketing. Wiley, London.

Celhay F., Magnier L. & Scoormans J. Forthcoming. Hip and authentic. Defining Neo-Retro Style in package design. International Journal of Design.

Celhay F., Cheng P., Masson J. & Li W. 2020 Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels. International Journal of Research in Marketing, 37(1): 108-128.

Favier M., Celhay F. & Pantin Sohier G. 2019. Is less more or a bore? Package design simplicity and brand perception: an application to Champagne. Journal of Retailing and Consumer Services, 46: 11.20.

Bobrie F. Celhay F. & Garcia K. 2018. Etude de Cas Mosaïque La marque « les Vins Sud-Ouest France », Fédérer l'identité des vins du Sud-Ouest par une marque collective régionale. Centrale des Cas et des Médias Pédagogiques de Paris (CCMP)

Celhay F. & Remaud H. 2018. What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes. Food Quality and Preference, 65: 129-145.

Masson J., Sanchez Sanchez C.R. & Celhay F. 2017. Is mianzi the only face of Chinese imported-wine consumers? A typology of Chinese imported-wine consumers. International Journal of Market Research, 59(5): 625-654.

Celhay F., Masson J., Garcia Granata K., Folcher P. & Cohen J. 2017. Package graphic design and innovation: A comparative study of Bordeaux and Barossa wine visual codes. Recherche et Applications en Marketing, 32(2): 46-70.


Master 2: Graphic Design and Brand Communication
Master 1: Brand and Product Management
Master of science: Wine Marketing

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