T. Adorno and M. Horkheimer, The Culture Industry: Enlightenment as Mass Deception, Stardom and celebrity: A reader, pp.34-43, 2007.
DOI : 10.4135/9781446269534.n4

E. Arnould and M. Wallendorf, Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation, Journal of Marketing Research, vol.31, issue.4, pp.484-504, 1994.
DOI : 10.2307/3151878

H. S. Becker, Art worlds, 1982.

W. Benjamin, Illuminations: Essays and reflections, 1968.

M. Brellochs and H. Schrat, Product & vision: An experimental set-up between art and business, 2005.

S. Brown, R. V. Kozinets, and J. F. Sherry-jr, Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning, Journal of Marketing, vol.67, issue.3, pp.19-33, 2003.
DOI : 10.1509/jmkg.

M. Burghausen and J. M. Balmer, Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity, Journal of Business Research, vol.67, issue.11, pp.2311-2323, 2014.
DOI : 10.1016/j.jbusres.2014.06.019

J. Byrom and K. Lehman, Coopers Brewery: heritage and innovation within a family firm, Marketing Intelligence & Planning, vol.27, issue.4, pp.516-523, 2009.
DOI : 10.1362/146934707X230103

D. Chaney and R. Marshall, Social legitimacy versus distinctiveness: Mapping the place of consumers in the mental representations of managers in an institutionalized environment, Journal of Business Research, vol.66, issue.9, pp.1550-1558, 2013.
DOI : 10.1016/j.jbusres.2012.09.018

D. Cheal, The gift economy, 1988.

Y. Chen, Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits, Journal of Consumer Research, vol.35, issue.6, pp.925-940, 2009.
DOI : 10.2307/3151963

URL : https://hal.archives-ouvertes.fr/hal-00778657

D. Chong, Institutions Trust Institutions Critiques by Artists of the BP/Tate Partnership, Journal of Macromarketing, vol.40, issue.31, pp.104-116, 2013.
DOI : 10.1007/s11747-011-0277-y

H. Cleere, The uneasy bedfellows: Universality and cultural heritage, Destruction and conservation of cultural property, pp.22-29, 2001.

V. J. Danilov, A planning guide for corporate museums, galleries, and visitor centers, 1992.

P. Davison, Museums and the re-shaping of memory Heritage, museums and galleries: An introductory reader, pp.202-214, 2005.

D. Giovine and M. A. , The heritage-scape: UNESCO, world heritage, and tourism, 2008.

B. Dicks, Heritage, place and community, 2000.

D. Dion and E. J. Arnould, Retail Luxury Strategy: Assembling Charisma through Art and Magic, Journal of Retailing, vol.87, issue.4, pp.502-520, 2011.
DOI : 10.1016/j.jretai.2011.09.001

URL : http://opus.bath.ac.uk/28429/1/Arnould_J%2DRetailing_2011_87_4_502.pdf

P. Y. Dolbec and J. C. Chebat, The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity, Journal of Retailing, vol.89, issue.4, pp.460-466, 2013.
DOI : 10.1016/j.jretai.2013.06.003

U. Eco, Travels in hyperreality: Essays, 1986.

M. Eliade, The myth of the eternal return: Cosmos and history, 1954.

J. H. Falk, R. Ballantyne, J. Packer, and P. Benckendorff, Travel and Learning: A Neglected Tourism Research Area, Annals of Tourism Research, vol.39, issue.2, pp.908-927, 2012.
DOI : 10.1016/j.annals.2011.11.016

M. Gauchet, Le Désenchantement du monde. Une histoire politique de la religion, 2005.

S. J. Gould, Comparing, not confirming personal introspection: A comment on Woodside (2004), Psychology and Marketing, vol.21, issue.3, pp.253-256, 2006.
DOI : 10.1002/mar.20098

C. Goulding, The commodification of the past, postmodern pastiche, and the search for authentic experiences at contemporary heritage attractions, European Journal of Marketing, vol.34, issue.7, pp.835-853, 2000.
DOI : 10.1215/01636545-1993-57-116

C. Goulding, Grounded theory, ethnography and phenomenology, European Journal of Marketing, vol.39, issue.3/4, pp.3-4, 2005.
DOI : 10.1023/A:1005355921478

K. Grayson and R. Martinec, Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings, Journal of Consumer Research, vol.31, issue.2, pp.296-312, 2004.
DOI : 10.1525/california/9780520076037.001.0001

G. Grimwade and B. Carter, Managing Small Heritage Sites with Interpretation and Community Involvement, International Journal of Heritage Studies, vol.6, issue.1, pp.33-48, 2000.
DOI : 10.1080/135272500363724

N. Heinich, De la cathédrale à la petite cuillère, La fabrique du patrimoine de la Maison des sciences de l'homme, 2009.

M. Liebaut, M. Melot, and V. Moulinié, De l'artification: enquêtes sur le passage à l'art, 2012.

C. R. Hollenbeck, C. Peters, and G. M. Zinkhan, Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study, Journal of Retailing, vol.84, issue.3, pp.334-353, 2008.
DOI : 10.1016/j.jretai.2008.05.003

D. B. Holt, Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, vol.29, issue.1, pp.70-90, 2002.
DOI : 10.1086/209409

D. B. Holt, How brands become icons: The principles of cultural branding, 2004.

A. Joy, J. J. Wang, T. S. Chan, J. F. Sherry, C. et al., M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions, Journal of Retailing, vol.90, issue.3, pp.90-347, 2014.
DOI : 10.1016/j.jretai.2014.01.002

R. V. Kozinets, J. F. Sherry-jr, B. Deberry-spence, A. Duhachek, K. Nuttavuthisi et al., Themed flagship brand stores in the new millennium, Journal of Retailing, vol.78, issue.1, pp.17-29, 2002.
DOI : 10.1016/S0022-4359(01)00063-X

D. Lowenthal, The heritage crusade and the spoils of history, 1998.
DOI : 10.1017/CBO9780511523809

G. D. Mccracken, Culture and consumption II: Markets, meaning, and brand management, 2005.

S. Meisiek and D. Barry, The science of making management an art, Scandinavian Journal of Management, vol.30, issue.1, pp.134-141, 2014.
DOI : 10.1016/j.scaman.2014.01.004

N. Nissley and A. Casey, The Politics of the Exhibition: Viewing Corporate Museums Through the Paradigmatic Lens of Organizational Memory, British Journal of Management, vol.13, issue.S2, pp.35-45, 2002.
DOI : 10.1111/1467-8551.13.s2.4

R. Oldenburg, Celebrating the third place: Inspiring stories about the "great good places" at the heart of our communities, 2001.

R. Prentice, Experiential Cultural Tourism: Museums & the Marketing of the New Romanticism of Evoked Authenticity, Museum Management and Curatorship, vol.12, issue.1, pp.5-26, 2001.
DOI : 10.1177/004728759803600401

A. Riegl, Le culte moderne des monuments, Socio-anthropologie, issue.9, 1903.
DOI : 10.4000/socio-anthropologie.5

G. Ritzer, The McDonaldization of society. Thousand Oaks, 2005.

V. L. Rodner and C. Preece, Tainted museums: ???selling out??? cultural institutions, International Journal of Nonprofit and Voluntary Sector Marketing, vol.6, issue.2, pp.149-169, 2015.
DOI : 10.2202/1932-0213.1091

G. M. Rose, A. Merchant, U. R. Orth, and F. Horstmann, Emphasizing brand heritage: Does it work? And how?, Journal of Business Research, vol.69, issue.2, pp.936-943, 2016.
DOI : 10.1016/j.jbusres.2015.06.021

M. Rowlands and F. De-jong, Reclaiming heritage: alternative imaginaries of memory in West Africa, 2007.

G. Schiuma, The value of arts for business, 2011.
DOI : 10.1017/CBO9780511852015

J. E. Schroeder, Aesthetics awry: The painter of light? and the commodification of artistic values. Consumption, Markets and Culture, pp.87-99, 2006.

L. Smith, Uses of Heritage, 2006.
DOI : 10.1007/978-1-4419-0465-2_1937

S. Spiggle, Analysis and Interpretation of Qualitative Data in Consumer Research, Journal of Consumer Research, vol.21, issue.3, pp.491-503, 1994.
DOI : 10.1086/209413

A. Takhar-lail and P. Chitakunye, Reflexive introspection: Methodological insights from four ethnographic studies, Journal of Business Research, vol.68, issue.11, pp.2383-2394, 2015.
DOI : 10.1016/j.jbusres.2015.03.020

R. Tellström, I. B. Gustafsson, and L. Mossberg, Consuming heritage: The use of local food culture in branding, Place Branding, vol.2, issue.2, pp.130-143, 2006.
DOI : 10.1057/palgrave.pb.5990051

A. Testart, Echange marchand, échange non marchand. Revue Française de Sociologie, pp.719-748, 2001.
DOI : 10.2307/3322738

C. J. Thompson, Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stories, Journal of Marketing Research, vol.34, issue.4, pp.438-455, 1997.
DOI : 10.2307/3151963

C. J. Thompson, The McDonaldization of enchantment and consumers practices of reenchantment: A dialectic view of transformative consumption, 2006.

. Price, Advances in consumer research Duluth: Association for Consumer Research, pp.352-354

M. Urde, S. A. Greyser, and J. M. Balmer, Corporate brands with a heritage, Journal of Brand Management, vol.40, issue.7/8, pp.4-19, 2007.
DOI : 10.1108/03090560610670052

M. Wallendorf and M. Brucks, Introspection in Consumer Research: Implementation and Implications, Journal of Consumer Research, vol.20, issue.3, pp.339-359, 1993.
DOI : 10.1086/209354

M. F. Weinberger and M. Wallendorf, Intracommunity Gifting at the Intersection of Contemporary Moral and Market Economies: Table 1., Journal of Consumer Research, vol.39, issue.1, pp.74-92, 2012.
DOI : 10.1086/314310

T. M. Wilson, Food, drink and identity in Europe: Consumption and the construction of local, national and cosmopolitan culture, European Studies: A Journal of European Culture History and Politics, vol.22, issue.1, pp.11-29, 2006.

R. K. Yin, Case study research: Design and methods, Thousand Oaks: Sage, 2013.