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The Art of Successful Brand Collaborations



Routledge, 2020

Michel, G. & Willing, R

Ouvrage

The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause… and More Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations […]

When special rewards in loyalty programs enrich consumer-brand relationships: The role of self-expansion



Psychology & Marketing, 2020

Gorlier T. & Michel G.

Article

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer-brand relationships and brand attitude. How do loyalty program rewards influence the consumer-brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present […]

When Family Dining Protects Against Sweet Food Consumption… And When It Does Not



Journal of Consumer Affairs, 2020

Laporte M.-E., Rieunier S. & Michel G.

Article

The World Health Organization recommends reducing sugar intake in order to improve one’s health. In this spirit, the aim of the present research is to test the impact that dining as a family has on the consumption of sweet food and to compare the results with the impact of dining alone or with friends, at […]

Création, protection et transmission des marques : un point de vue juridique



Entrepreneur à l’université, éditions ems, 2019

Le Floch P. & Michel G.

Chapitre d'ouvrage

Social media communications and festival brand equity: Millennials vs Centennials



Journal of Hospitality and Tourism Management, 2019

Llopis-Amoros M.-P., Gil-Saura I., Ruiz-Molina E.M. & Fuentes-Blasco M.

Article

The proliferation of live music festivals in Spain has involved for festival managers the need to differentiate their events, creating brand equity through marketing communications, especially in social media. Given the variability in the ages of festival attendees, the present paper aims at analyzing the moderating role of the generational cohort in the influence of […]