CELHAY Franck
| Position | Full Professor |
| Academic department | Marketing, Sales, & Branding |
| Contact | f.celhay@mbs-education.com |
Dr. Franck Celhay, Full Professor at Montpellier Business School holds a doctorate in Marketing from Bordeaux University and a Bachelor degree in Graphic Design from ESMA - Ecole Supérieure des Métiers Artistiques. His main research interests lie at the intersection of graphic design, semiotics and visual branding. His work is published in leading academic journals, such as Journal of Consumer Research, International Journal of Research in Marketing, Journal of Product Innovation Management, International Journal of Design, among others. Franck teaches Graphic Design for Branding on the Master in Management and on the MSc in Marketing. He has been a recipient of the AFM - Association Française du Marketing - Pedagogical Innovation Award, of the FNEGE - Fondation Nationale de l'Enseignement de la Gestion des Entreprises - Junior Professor Award, and of the Design United Research Fellow grant.
MISSONIER, A., F. CELHAY - "Transmissions d’entreprises familiales et évolution des représentations genrées dans la presse" - 2025, Rennes, France
CELHAY, F., A. PORTES, A. MISSONIER - "Is Basketball a Fight or an Art? Metaphorical Brand Names and Differentiation Strategies in the NBA" - 2024, Consumer Culture Theory Conference, San Diego, United States of America
CELHAY, F., J. LUFFARELLI, "Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues", Journal of Consumer Research, December 2024, vol. 51(4), no. December 2024, pp. 820-844
MISSONIER, A., C. CONSTANTINIDIS , F. CELHAY - "A Game of Thrones? An Examination of Family Business Metaphors in the French Business Press and Their Implications for Gender Equality. FERC - Family Enterprise Research Conference" - 2024, Portland, United States of America
CELHAY, F., A. PORTES - "A new logo for the Brooklyn Nets? Delving into the semiotics of NBA logos" - 2024, Sage Business Case, London, Great Britain
CELHAY, F., S. DELRE, L. MAGNIER - "How to use factorial ANOVA to compare the main and the interaction effects of 2 packages variables on consumer attitude." - 2023
CELHAY, F., M. FAVIER, G. PANTIN SOHIER, L. MAGNIER - "Using sentiment analysis to investigate consumer appreciation of ornamental patterns in package designs." - 2023
KOU, W., F. CELHAY, P. CHENG, M. KACHA - "Oversea brand typography: is it possible to maintain brand consistency across writing systems? Global Marketing Conference, July 20-23, Seoul, Republic of Korea." - 2023, Global Marketing Conference, Seoul
KACHA, M., G. LOMBARD, F. PECOT, F. CELHAY - "Color effectiveness: Color of the past. An exploratory study of the effect of ad color on the perception of the past, the perception of brand age and attitude toward the ad. An abstract. AMS World Marketing Congress (WMC), July 11-14, Canterbury, UK." - 2023, Canterbury
CELHAY, F., J. LUFFARELLI - "Color effectiveness. When background color impacts logo-evoked brand impressions: An Abstract. AMS World Marketing Congress (WMC), July 11-14, Canterbury, UK." - 2023, Canterbury
Marketing, Corporate communication, Advertising - Wine and spirits
Marketing, Digital tools
