Comprendre les relations entre poétisation du langage et stratégies de contenu de marque: étude exploratoire au prisme de la théorie des économies de la grandeur

Hélène Le Léannec Tahi and Nathalie Veg-Sala ()
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Hélène Le Léannec Tahi: LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School
Nathalie Veg-Sala: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Date: 2025
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Published in AFM, 2025, Lille, France

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