Research topics
Brand equity
- Brand endorsement, brand identity, brand image, brand personality and brand extension, family brands, retailer brands, wine brands, environmental labelling, regional brands,
- Employer brand (employer brand equity), employer brand attractiveness, cross-effects of EBE and regional brand, employer brand benevolence, responsible management of employer brand)
Digital transformation of organisations
- Distribution: e-commerce, connected commerce, integration of physical and digital commerce, commerce and the metaverse
- Servicization and digitalization of small and medium-sized industrial firms : influences on financial and non-financial performance
Consumer behaviour
- Product choices, product attributes, consideration set (wine)
- Adoption of smart connected products and smart-services
- Consumer misbehaviour (purchase of counterfeit products, overconsumption on second-hand platforms)
Teaching and responsibilities
Teaching :
- Marketing strategy (M2 executive)
- CRM (customer relationship management) (M2)
- Digital marketing (M2)
- Research methodology (M1 and M2)
- Human Resources Marketing (M1, M2)
Responsibilities :
- Master 2 Marketing, Sales, Commercial Business Developer – Executive
- IRGO Community manager
- IRGO Digital axis manager
- Head of the ‘Marketing of Human Resources’ Thematic Interest Group (GIT) of the French Marketing Association
Research chairs, agreements and contracts
