The effects of the perception of the artist's authenticity in the case of a co-branding strategy

Dominique Bourgeon-Renault (), Joëlle Lagier and Rémi Bréhonnet
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Dominique Bourgeon-Renault: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Joëlle Lagier: CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School
Rémi Bréhonnet: CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School

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Keywords: Cognitive perception; Co-branding strategy (search for similar items in EconPapers)
Date: 2023-03-15
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Published in 3e workshop international Innovation, Culture et Tourisme, TBS Education, Mar 2023, Toulouse (En ligne), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04042393

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