@article{capelli:hal-01388970, TITLE = {{When placement becomes collaborative branded entertainment: the case of music concerts}}, AUTHOR = {Capelli, Sonia and Fayolle, Laurene and Sabadie, William}, URL = {https://hal-univ-lyon3.archives-ouvertes.fr/hal-01388970}, JOURNAL = {{International Journal of Arts Management}}, PUBLISHER = {{HEC Montr{\'e}al. Chair in Arts Management}}, VOLUME = {18}, NUMBER = {3}, PAGES = {37-49}, YEAR = {2016}, KEYWORDS = {Placement ; collaborative placement ; branded entertainment ; collaborative branded entertainment ; brand image}, HAL_ID = {hal-01388970}, HAL_VERSION = {v1}, }