C. Abidin, Visibility labour: Engaging with Influencers' fashion brands and OOTD advertorial campaigns on Instagram, Media International Australia, vol.161, pp.86-100, 2016.

D. Allérès, Luxe, stratégie marketing, 4è éd, 2005.

E. Arnould and C. Et-thompson, Consumer Culture Theory (CCT): twenty years of research, Journal of Consumer Research, vol.31, pp.868-882, 2005.

N. Athwal, D. Istanbulluoglu, and S. E. Et-mccormack, The allure of luxury brands' social media activities: a uses and gratifications perspective, Information Technology and People, 2018.

T. Bergström and L. Et-bäckman, Marketing and PR in Social Media, 2013.

E. Briot and C. De-lassus, La figure de l'entrepreneur fondateur dans le récit de marque et la construction de la personnalité de la marque de luxe, Management International, vol.17, pp.49-64, 2013.

J. Castarède, Histoire du Luxe en France, Eyrolles éditions, 2007.

C. Y. Chang, Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram, Doctoral dissertation, 2014.

L. De-chernatony, Brand management through narrowing the gap between brand identity and brand reputation, Journal of marketing management, vol.15, issue.1-3, pp.157-179, 1999.

C. De-lassus, N. Et, and . Freire, Access to the luxury brand myth in pop-up stores. A net-nographic and semiotic analysis, Journal of Retailing and Consumer Services, vol.21, pp.61-69, 2014.
URL : https://hal.archives-ouvertes.fr/hal-01128198

D. Dion and E. Arnould, Retail Luxury Strategy: Assembling Charisma through Art and Magic, Journal of Retailing, vol.87, pp.502-520, 2011.

A. Gandini, Digital work: Self-branding and social capital in the freelance knowledge economy, Marketing theory, vol.16, pp.123-141, 2016.

N. Ind, Living the brand: How to transform every member of your organization into a brand champion, 2007.

J. N. Kapferer and V. Bastien, Luxe oblige (No. hal-00786816), 2008.

E. Koivisto and P. Et-mattila, Extending the luxury experience to social media -User-Generated Content co-creation in a branded event, Journal of Business Research, pp.1-9, 2017.

B. Löhndorf and A. Diamantopoulos, Internal branding: Social identity and social exchange perspectives on turning employees into brand champions, Journal of Service Research, vol.17, issue.3, pp.310-325, 2014.

C. M. Megehee and D. F. Et-spake, Consumer enactments of archetypes using luxury brands, Journal of Business Research, vol.65, issue.10, pp.1434-1442, 2012.

B. Merrilees, Radical brand evolution: a case-based framework, Journal of Advertising Research, vol.45, issue.2, pp.201-210, 2005.

F. M. Morhart, W. Herzog, and T. Tomczak, Brand-specific leadership: Turning employees into brand champions, Journal of Marketing, vol.73, issue.5, pp.122-142, 2009.

M. Phan and S. Y. Park, Introduction : Social media marketing and luxury brands, Journal of Global Fashion Marketing, vol.5, issue.3, pp.195-196, 2014.

S. Quach and P. Et-thaichon, From connoisseur luxury to mass luxury: Value cocreation and co-destruction in the online environment, Journal of Business Research, vol.81, pp.163-172, 2017.

J. Rokka and R. Et-canniford, Heterotopian selfies: how social media destabilizes brand assemblages, European Journal of Marketing, vol.50, issue.9, pp.1789-1813, 2016.

M. T. Romão, S. Moro, P. Rita, and P. Et-ramos, Leveraging a luxury fashion brand through social media, European Research on Management and Business Economics, 2018.

S. J. Tobin and P. Et-chulpaiboon, The role of social connection in satisfaction with Ins-tagram photographs, Translational Issues in Psychological Science, vol.2, issue.3, pp.303-312, 2016.

F. Vigneron and L. W. Et-johnson, Measuring perceptions of brand luxury, Journal of brand management, vol.11, issue.6, pp.484-506, 2004.

H. A. Voorveld, G. Van-noort, D. G. Muntinga, and F. Bronner, Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type, vol.47, pp.38-54, 2018.

N. Walter, T. Cleff, and G. Chu, Brand experience's influence on customer satisfaction and loyalty: a mirage in marketing research, International Journal of management research and business strategy, vol.2, issue.1, pp.130-144, 2013.

R. Yakimova, F. Mavondo, S. Freeman, and H. Stuart, Brand champion behaviour: Its role in corporate branding, Journal of Brand Management, vol.24, issue.6, pp.575-591, 2017.