I am the Dean of Research and an Associate Professor of Marketing at Montpellier Business School (Montpellier, France). Prior to joining Montpellier Business School, I worked as an Assistant Professor of Marketing at Bayes Business School (previously Cass Business School; London, UK; 2015-2018). I also worked as an Adjunct Professor of Marketing at IE Business School (Madrid, Spain) while completing my PhD in that business school.
My main research interests lie in understanding the effects of brand aesthetics and brand personality on brand equity. Additionally, I have published research on the use of verbal metaphors and music in marketing communications, electronic word of mouth, the impact of corporate social performance on firm financial performance, and satisfaction with relative performance evaluations.
To conduct my research, I employ various empirical methods and techniques, including experiments, surveys, and longitudinal data analysis.