Montpellier Business School

Dr. Celhay Franck

Celhay Franck
Fonction Full Professor
Research themes Graphic design, semiotics, marketing, wine
Teaching department Marketing, Sales & Branding

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

Short Bio

Dr. Franck Celhay, Full 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, International Journal of Design, 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., Delre S. A. & Magnier L. 2023. How to use factorial ANOVA to compare the main and the interaction effects of 2 packages variables on consumer attitude. Sage Research Methods - Datasets - Celhay F., Favier M., Pantin Sohier G. & Magnier L. 2023. Using sentiment analysis to investigate consumer appreciation of ornamental patterns in package designs. Sage Research Methods - Datasets Celhay F. & Luffarelli J. 2022. Using correspondence analysis in SPSS to investigate how logo colours impact brand impressions. Sage Research Methods - Datasets - Business and Management. Pecot F., Celhay F., Kacha M. & Gautier L. 2022. Expressions of the past: A practice-based approach of brand longevity visual translation in advertising. Journal of Business Research, 150: 121-133. 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.


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

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