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Quand les marques s'approprient le hip-hop pour paraître « cool » : entre opportunisme et engagement culturel

(French version only)

By Loubna Moudni, IAE Paris – Sorbonne Business School
Géraldine Michel, Professeur, IAE Paris – Sorbonne Business School
Michaël Korchia, Professeur Senior en marketing, Kedge Business School

Attention aux faux pas. Si les marques aiment de plus en plus s’approprier les codes du hip-hop, les consommateurs savent quant à eux démasquer les opportunistes.

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