I am an Assistant Professor of Marketing at Montpellier Business School (Montpellier, France), a school widely recognized as a leading business school.
Prior to joining Montpellier Business School, I worked as an Assistant Professor of Marketing at Cass Business School (London, UK), a school ranked in the top 50 best business schools in the world. I also studied and worked at IE Business School (Madrid, Spain), one of the world’s top business school.
My research interests lie in understanding the independent and joint effects of brand aesthetics, brand personality, and corporate social responsibility on brand equity. To carry out my research, I employ various empirical methods, including experiments, event studies, structural equation models, and propensity score matching. Combining different methods has allowed me to embark on the examination of unique and as-of-yet unaddressed research questions. It has also allowed me to provide richer accounts of the phenomena I examine, to triangulate the findings of my analyses, and to better illustrate the relevance of my work in the marketplace.