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

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.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02906173
Contributor : Elodie de Boissieu <>
Submitted on : Friday, July 24, 2020 - 11:43:27 AM
Last modification on : Friday, August 28, 2020 - 4:47:54 PM

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Delphine Dion, Elodie de Boissieu. Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine. Décisions Marketing, Association Française du Marketing, 2013, pp.25-42. ⟨10.7193/DM.070.25.42⟩. ⟨hal-02906173⟩

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