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« Pour que vous l’aimiez encore » : les concerts de Céline Dion illustrent le marketing de la nostalgie

(French version only)
By Alice Riou, Full Professor - Marketing et Innovation, EM Lyon Business School

L’ESSENTIEL

  • Samedi 17 octobre, Céline Dion donnait son dernier concert à la Plenitude Arena (Paris-Nanterre), avant un retour prévu en mai 2027. Comme espéré, ces prestations ont rencontré un grand succès.

  • Au-delà des qualités artistiques de l’interprète de My Heart Will Go On, ce retour hyper gagnant révèle une économie de l’éternel retour.

  • Aller voir Céline Dion, c’est retrouver une émotion à la fois connue et renouvelée. Les marques qui s’y associent l’ont…La Conversation


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