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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]

Author

Listed:
  • Delphine Dion

    (EM - EMLyon Business School)

  • Elodie de Boissieu

    (EIML - Ecole Internationale de Marketing du Luxe)

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.

Suggested Citation

  • Delphine Dion & Elodie de Boissieu, 2013. "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]," Post-Print hal-02906173, HAL.
    • Handle: RePEc:hal:journl:hal-02906173
    DOI: 10.7193/DM.070.25.42
    as

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