Biography

ESSEC
Teaching Professor, Marketing Department Luxury, Arts & Culture Center of Excellence Director

Education

  • Ph.D. Programme Doctoral, ESSEC
  • Doctorat en Sciences de Gestion, Université Paris IX-Dauphine
  • ITP, IMD Lausanne
  • Glocoll Fellow, Harvard Business School

Research Areas

Areas: Luxury Brand Management, Consumption and shopping attitudes towards luxury products -

Anthropology of Powerful Brands; Brands Relations with Consumers;

Consumer Culture and Qualitative Research; Digital Communication - Leisure and Cultural Activities

Consumer Social Responsability

Academic Publications

Articles

  • "Consumer Orientation Toward Sporting Events: Scale Development and Validation" (F. Pons, . Mourali , S. Nyeck), Journal of Service Research, Feb 2006, Vol. February; vol 8 , Issue Num 3, p. 276‑287
  • "Luxury Brands Online and Offline: The Case of French Brands" (S. Nyeck), The European Retail Digest, Jan 2004, Issue 41
  • "Les hommes, leur apparence et les cosmétiques : approche socio-sémiotique" (F. Dano, E. Roux), Décisions Marketing, Jan 2003, Issue 29
  • "Représentations masculines des produits cosmétiques : étude exploratoire auprès de la population gay canadienne" (S. Nyeck), Revue Française du Marketing, Jan 2002, Issue 187
  • "Role of Sporting Events as Ethnoculture's Emblems: Impact of Acculturation and Ethnic Identity on Consumers' Orientation Toward Sporting Events" (F. Pons, M. Laroche, S. Perreault), Sport Marketing Quarterly, Dec 2001, Vol. 10, Issue 45
  • "L'implantation des entreprises de luxe sur le WWW : un état des lieux" (S. Houde), Décisions Marketing, Sep 1997, Vol. 9, p. 45‑61
  • "Standardisation ou Adaptation des échelles de mesure à travers différents contextes nationaux : l'exemple d'une échelle de mesure d'innovativité" (S. Paradis, J. Xuereb, J. Chebat), Recherche et Application en Marketing, Jan 1996, Vol. 11, Issue 3, p. 57‑74
  • "Quel Marketing pour les activités artistiques : une analyse qualitative comparée des motivations des consommateurs et producteurs de théâtre" (M. Bergadaa), Recherches et Applications en Marketing, Jan 1995, Vol. 10, Issue 4, p. 27‑46

Chapters

  • Genre de la marque et stratégies d¿innovation marchés : quelles implications pour la gestion des marques ?. In: L'art de l'innovation, Mottis, Nicolas ed., Harmattan, Collection Conception et dynamique des organi (with N. Veg). Paris (France) : Mottis, Nicolas ed., Harmattan, Collection Conception et dynamique des organi, Mottis Nicolas, Essec, Les Echos. 2007, p. 117-124
  • La vente directe et le marketing direct. In: Manuel de Gestion (with P. Desmet). Paris : Ellipses/AUF, 1999, p. 467
  • Le marketing du point de vente. In: Manuel de Gestion (with P. Volle, S. Mace). Paris : Ellipses/AUF, 1999, p. 473
  • Botanical Garden and Satisfaction of the Tourist : An Explanatory Measurement of the Experience. In: Quality Management in Urban Tourism (with L. Bourdeau, S. Paradis). : John Wiley & Sons, MURPHY P.E.. 1997, p. 253-264

Other Publications

  • Articles published in conference proceedings
  • "Male consumers entering the private sphere: an exploratory investigation of French male rituals and fears around lingerie for male consumption", With N. Ourahmoune, R. Elyette. In : 9th Advances in Consumer Research on Gender, Marketing and Consumer Behavior, ACR Gender, Marketing and Consumer Behavior Conference. Boston, Massachusetts, pp 480-509. (USA) : Association for Consumer Research , 2008, p. 480-509
  • "Gender Values and Brand Communication: The Transfer of Masculine representations to Brand Narratives", With N. Ourahmoune. In : European Advances in Consumer Research,Vol 8 , European Association for Consumer Research. Milan (Italie) : Association for Consumer Research, 2008, p. 181-188
  • "Brand gender and cross-gender extensions", With N. Veg. In : Thought Leaders International Conference on Brand Management, Thought Leaders International Conference on Brand Management. Birmingham (UK) : Birmingham Business School, 2007, p. 1-15
  • "Consumer Orientation Toward Sporting Events: Scale Development and Validation", With F. Pons, M. Mourali.. : Sage Publications, 2006, p. 276-287
  • "Le concept de fidélité revisité par une étude qualitative des relations à un site web", With C. Boulaire, R. Ladhari. In : Actes de la 3ème Journée Nantaise de Recherche sur le e-marketing,. Nantes (France) : AFM, IAM, IAE Nantes, CGRNA, 2004
  • "Luxury Brands Online and Offline : The case of French Brands".. : Oxford University Publications, 2004, p. 20-24
  • "Valeurs culturelles et attitudes par rapport au luxe : l'exemple du Québec", With E. Roux. In : Actes de la Conférence ASAC : Association des Sciences Administratives Canadienne,. Halifax, NS (Canada) : ASAC, Dalhousie University of Nova Scotia, 2003
  • "Valeurs culturelles et attitudes par rapport au luxe : l'exemple du Québec", With E. Roux. In : Association des Sciences Administratives Canadienne Proceedings,. Halifax, Nova Scotia (Canada) : Association des Sciences Administratives Canadienne, 2003
  • "Evaluation of 10 Years of use of the Measurement of Service Quality: The Case of SERVQUAL Instrument", With M. Morales, R. Ladhari, F. Pons. In : 31st EMAC Conference,. Braga (Portugal) : EMAC, 2002
  • "Why do We Consume Sporting Events? Scale Development and Buying Implications", With F. Pons, M. Laroche, M. Mourali. In : 2001 AMA Summer Educators' Proceedings,. Washington D.C. (Etats-Unis) : American Marketing Association, 2001, p. 28-30
  • "Profils de satisfaction des consommateurs par rapport aux évènements culturels : l'exemple du festival de jazz", With S. Paradis, L. Coster (de), L. Bourdeau. In : AIMAC 2001 Proceedings,. Brisbane (Australie) : AIMAC, Queensland University of Technology, 2001, p. 110-119
  • "Profils d'attitudes par rapport aux loisirs culturels : l'exemple des spectacles cinématographiques", With R. Ladhari, M. Morales, F. Pons. In : AIMAC 2001 Proceedings,. Brisbane (Australie) : AIMAC, Queensland University of Technology, 2001
  • "Consumption Patterns of Movies In Latin America", With R. Ladhari, M. Morales, F. Pons. In : Proceedings of the 6th International Conference on Arts&Cultural Management,. Brisbane (Australia) : AIMAC, 2001, p. 99-109
  • "Consumption Patterns of Leisure Activities: The Case of Movies and Sporting Events", With R. Ladhari, M. Morals, F. Pons. In : Rethinking European Marketing - Proccedings of the 30th EMAC Conference,. Bergen (Norvège) : NHH & EMAC, 2001, p. 108
  • "La validité de Servqual : Evaluation des pratiques de recherche à travers divers secteurs", With M. Morales, R. Ladhari, S. Perreault. In : ASAC 2001: A Management Odyssey,. London (Ontario) (Canada) : ASAC & IVEY, 2001, p. 21-31
  • "Typologie d'attitudes de shopping sur Web", With J. Xuereb, R. Ladhari, L. Guemarra. In : Actes du 16ème Congrès de l'Association Française du Marketing,. Montréal (Canada) : AFM, 2000, p. 619-630
  • "La recherche postmoderne en marketing : illustration par l'analyse des typologies de shopping sur web", With R. Ladhari, H. Dhriff. In : Actes des 1ères Journées de la Recherche en Sciences de Gestion, 2-4 décembre 1999,. Tunis (Tunisie) 1999
  • "Développement et validation d'un outil de mesure de l'orientation des consommateurs par rapport aux événements sportifs (OES)", With F. Pons. In : Actes du Congrès de l'Association Française du Marketing- AFM 14-15 mai 1998,. Bordeaux 1998
  • "Internet : Communication de luxe et gestion de la marque", With E. Roux. In : Proceedings of ASAC Conference,. St John's NF (Canada) : Association Sciences Administratives Canadienne, 1997, p. 123-133
  • "WWW as a Communication Tool for Luxury Brands: Compared Perceptions of Consumers and Managers", With E. Roux.. La Londe les Maures (France) 1997, p. 296-316

Press articles

  • "Genre de la marque et stratégies d'innovation marchés : Quelles implications pour la gestion des marques". Les Echos, special Innovation, 15 Jun 2006, p. 2-3
  • "Assessment of SERVQUAL Validity : An Evaluation of 10 Years of Use of the Measurement of Service Quality". 01 Feb 2002

Read about executive education

Other experts

Biography After studying for a BA in anthropology at the University of Cambridge, and an MA in Research Methods at the University of York, I did my PhD in Social Anthropology (Material Culture) at University College London. I have worked in various art and design schools, before moving to Manches...
Research Digital innovations and disruptions of business models Impact of information technologies on knowledge management and learning processes Information technologies and organizations: impact on strategy, structure, and operations Talent development and organizational capability building ...
Biography Wayne is a consultant and college instructor with a wide background in telecommunications. His specialty is driving results through collaboration. In addition to teaching at SEEC, Wayne is a part-time faculty member at Sheridan College and Humber College. Areas of Interest Coaching and...