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You have FREE ACCESS to the electronic PDF format of the papers of the Journal of Marketing Trends in their complete version. The authors can use their papers in part or in full for any use without asking the Journal of Marketing Trends permission to re-use their own work and to publish their paper in printed form, electronic form, and other data storage media, transmission over the Internet and other communication networks and in any other electronic form. They are requested to cite the original publication source of their work and link to the published version. The authors assign copyright or license the publication rights in their papers to the Journal of Marketing Trends Copyright © 2011, International Marketing Trends Conference, All rights reserved. Journal of Marketing Trends (ISSN 1961-7798)

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JOURNAL OF MARKETING TRENDS

  VOLUME 11 – NUMBER 1 (JULY 2026) – Coming soon “Mapping the Landscape of Prosumption Research: A Bibliometric Investigation and Research Agenda”   Wyssal ABBASSI, National Engineering School of Tunis, University of Tunis El Manar, Tunisia, Leyla Jaoued ABASSI, Institut de Recherche en Gestion, Gustave-Eiffel University and Paris-Est Créteil University, Marne-la-Vallée, France “From eCRM to e-Loyalty: A Dual-Mediation Model of Trust and Anticipated Satisfaction”  Abdelkader GAM, Abderrahim BELLIL, May OUESLATI, Jilani HABOURIA, Faculté des Sciences Economiques et de Gestion de Nabeul, Tunisie “The Interaction Marketing Mix: A balanced framework to defining commercial policies.”  Jean DUFER, Frédérique ORTICONI, Toulon University “Optimizing the promotion of sales training programs: strategic and tactical approaches for a leading agricultural machinery manufacturer in Europe”  Simon FAUSER, Heilbronn University, Nicoleta MONUL, Briggs & Stratton “How do the characteristics of the physical environment impact online consumption behavior? The effect of ambient scents on e-commerce experience”  Cindy CALDARA, Universit Grenoble Alpes, Soffien BATAOUI, Université Jean Moulin Lyon 3

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VOLUME 10 – NUMBER 3 (DECEMBER 2025)   “Representing young people in traditional bank ads: how self-image shapes brand perception” Loubna MOUDNI, IAE Paris-Sorbonne Université Paris 1 Panthéon-Sorbonne, Michaël KORCHIA, Kedge Business School, Valérie ZEITOUN, IAE Paris-Sorbonne Université Paris 1 Panthéon-Sorbonne “Second-hand products: the role of motivations and barriers on word-of-mouth and purchase intention” Carolina AFONSO, Beatriz FARINHA, ISEG, Universidade de Lisboa “Understanding consumer resistance to home delivery services: from the SDL-based resource theory to a cultural approach” Monica C. SCARANO, ICL, Junia, Université Catholique de Lille, Fatima REGANY, Université de Lille, Myriam ERTZ, Université du Québec à Chicoutimi “Social tech startups and entrepreneurial marketing. A multi-case analysis”  Costanza NOSI, LUMSA University, Niccolò PICCIONI, Sapienza University of Rome, Simona D’AMICO, UnitelmaSapienza University of Rome

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VOLUME 10 – NUMBER 2 (JULY 2025)

“Anti-brand virtual communities: Analysis of the influence of the organisation, social links and discourse of members of two communities on their felt hatred and behaviours” > Pierre BUFFAZ, EDC Paris Business School (OCRE), Virginie RODRIGUEZ, IUT de l’Indre – Université d’Orléans (VALLOREM), France. “Facial expressions in conversational AI: the hot trend that boosts empathy but flops on trust“ > Christine PETR, IAE Bretagne Sud – Université de Bretagne Sud (LEGO), Charlotte de SAINTE-MARESVILLE, IAE Bretagne Sud – Université de Bretagne Sud (LEGO), France.

“The influence of product placement characteristics on social media on user responses: a qualitative study on YouTube“ > Jean-François LEMOINE,  ESSCA School of Management and Paris 1 Panthéon-Sorbonne (PRISM), Simon REGNIER, Paris 1 Panthéon-Sorbonne (PRISM), France.

“Enhancing the shopping well-being: the role of in-store digital tools”  Mariana VLAD, Université de Bordeaux (IRGO), Annabel MARTIN, Université de Lille (LUMEN), Aurély LAO, Université de Lille (LUMEN), France.

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            VOLUME 10 – NUMBER 1 (MARCH 2025) RELATIONAL MARKETING & GENERATION Z “The Z consumer’s relationship with the brand : A comparative exploratory study of attachment and detachment factors”  >  Anne BONTOUR, Marie et Louis Pasteur University, France, Nathalie GUICHARD, Paris-Saclay University, France DIGITAL MARKETING & PRIVACY “The paradox of privacy protection : an in-vivo longitudinal study in a context of digital surveillance” > Pauline ROQUES, MRM University of Montpellier, France, David VIDAL, MRM University of Montpellier, France, Deborah NOURRIT, EuroMov DHM University of Montpellier, France, Claire NOY, Lerass-Ceric Paul-Valéry University, Montpellier, France, Anne-Sophie Cases, MRM University of Montpellier, France ADVERTISING & SOCIAL NETWORKS ‘Advertising Effectiveness Drivers on Social networks : The Case of Revenue Management-Based Tourist Service Companies in Morocco : A Quantitative Study” > Chaimae HATHOUT, ESCA Ecole de Management, Morroco, Sara Hathout, ESCA Ecole de Management, Morocco, Rihab ABBA, ESCA Ecole de Management, Morocco

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VOLUME 9 – NUMBER 1 (APRIL 2024) INTERPERSONAL INFLUENCES “My best friends” : What influences on consumption practices ? A qualitative study > Eszter GEDEON, Southern Brittany University, Philippe ROBERT-DEMONTROND, Rennes 1 University, France SELLERS AND LEADERSHIP Sellers on generation Z : Between desired leadership style and N+1 expectations > Didier ROCHE, Excel Group, France CUSTOMER SATISFACTION IN SERVICE REPAIR  Customer satisfaction and loyalty after a double deviation : The fundamental role of personalized repairs and relational, non-transactional management > Asmaa BELHOUR, Yohan BERNARD, Jean-François NOTEBAERT, Burgundy Franche-Comté University, France TRENDS AND CHALLENGES IN DIRECT SELLINGS New trends and challenges in direct selling : an international expert panel discussion > Michel KLEIN, EM Strasbourg Business School, Maria ROUZIOU, Texas A&M University, USA

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VOLUME 8 – NUMBER 2 (NOVEMBER 2023) TELEPRESENCE EXPERIENCE ON WEBSITE

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VOLUME 8 – NUMBER 1 (DECEMBER 2022) ADVERTISING VOLUME 7 – NUMBER 2 (JUNE 2021) CONSUMER BEHAVIOR Implicit cognitions in the experience economy: Assessing travelers’ implicit attitudes toward (social) travel experiences. > Christiana TERCIA, Universitas Prasetiya Mulya, School of Business and Economic, Indonesia, Thorsten TEICHERT, Hamburg University, Chair of Marketing and Innovation, Germany, Dini SIRAD, Universitas Prasetiya Mulya, School of Business and Economic, Indonesia DIGITAL CUSTOMER EXPERIENCE Sustainable Digital Customer Experience: literature review in search of theoretical roots. > Paola SIGNORI, University of Verona, Italy PRODUCT DESIGN MANAGEMENT Online Reviews and Reading Strategies: The Airbnb Case. > Sophie BALECH, IAE Amiens – CRIISEA, Christophe BENAVENT, Université Paris Dauphine – PSL, France, Pauline de PECHPEYROU, Université Paris-Est, France RETAIL «Please, draw me an apple !»: children’s relationship with marketing standards and «ugly» responsible products. > Audrey HANAN, Aix Marseille University / CRET-LOG, Isabelle MURATORE, Toulon University / CERGAM, France

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VOLUME 7 – NUMBER 1 (JANUARY 2021) INTERNATIONAL MARKETING Cosmopolitanism as a Basis for International Market Segmentation > Alain D’ASTOUS, HEC Montréal, Canada, Lilia BOUJBEL, IHEC de Carthage, Tunisia, Francis CHARRETTE, Airports Council International Montréal, Canada ADVERTISING Self-mockery in advertising : when not taking yourself seriously makes consumers take you seriously > Ouidade SABRI IAE Paris 1, Nadr El HANA EDC Paris Business school, France PRODUCT DESIGN MANAGEMENT The influence of design on flower personality: the moderating role of human personality > Laure JACQUEMIER-PAQUIN, Aix-Marseille Université, Cret-log, Gaëlle PANTIN-SOHIER, Université d’Angers, Faculté de Droit, d’Économie et de Gestion, GRANEM, Caroline LANCELOT-MILTGEN, Audencia Business School, RN’B Lab, Nantes, France LUXURY BRANDS SALESFORCE Experts’ Viewpoints on Luxury Frontline Employees: What competencies to deliver service quality? > Jean-Louis CHANDON, IUM International University of Monaco, INSEEC U. Research Center, Mariem EL EUCH MAALEJ, PSB Paris School of Business, Fanny POUJOL, CEROS Paris-Nanterre University, France

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VOLUME 6 – NUMBER 1 (MARCH 2020) MARKETING STRATEGY The impact of crises on marketing: an exploratory study of an emerging market > Alexander LEONOW, Russian Academy of National Economy and Public Services, Russia HEALTHCARE MARKETING Connected health: co-design of a new service with consumers > Madeleine BESSON Paris-Saclay University, Patricia GURVIEZ, AgroParisTech, Olivier SEGARD, Evry University, France SEGMENTATION Revisiting segmentation for the Performing Arts: strategic im- plications > Odile J. STREED, Concordia College, USA TARGETING Effects of occasion-based targeting: Evidence from Valentine’s Day > Felix HORSTMANN, Deutsche Bahn, Michael LINGENFELDER, Philipps University of Marburg, Germany ADVERTISING Consumer responses to advertising: The interplay between ad content and ad spending > Lars GRØNHOLDT, Copenhagen Business School, Denmark

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VOLUME 5 – NUMBER 3 (DECEMBRE 2019) CONSUMER INSIGHTS How the interplay between subjective and objective financial risk influences consumers’ expectations, information search, and product satisfaction >Torben HANSEN, Jens GEERSBRO, Hanne PICO LARSEN, Copenhagen Business School, Denmark IN-STORE CUSTOMER SCREENS Which screens to share in stores with which customers? > Yonathan Silvain ROTEN, Panthéon-Sorbonne Paris I University, Régine VANHEEMS, IAE Jean Moulin Lyon 3 University , France PURCHASE INTENTION Doing good with shopping – A systematic review of the effects of cause-related marketing on purchase intention > Anna MUTTER, Philipps University of Marburg, Germany CONSUMER BEHAVIOR Whether to use deception in experiments? Proposal of a Cost- Benefit approach > Damien HALLEGATTE, Myriam ERTZ, Université du Québec à Chicoutimi, Canada CUSTOMER SATISFACTION The role of digital mediation devices in the satisfaction of art museum audiences > Elodie JARRIER, IAE University of Angers, Dominique BOURGEON-RENAULT, University of Burgundy, France

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VOLUME 5 – NUMBER 2 (APRIL 2018) FOOD Niche firms in Bordeaux and their sustainable competitive advantages > Kjell Toften, University of Tromsø, Norway, Pierre Mora, KEDGE Business School, France, Trond Hammervoll, University of Tromsø, Norway DISTRIBUTION Electronic Commerce and Dynamic Capabilities – The Relationship of Manufacturer and Retailer > Philipp Hoog, EBS Business School, Germany Small vs. Large: how assortment size influences consumer loyalty > José Luis Ruiz-Real, University of Almería, Spain,  Juan Carlos Gázquez-Abad, University of Almería, Spain,  Irene Esteban-Millat, Open University of Catalonia, Spain,  Francisco J. Martínez-López, University of Granada, Spain Food products buying decision process, store brands versus manufacturer brands > Tamar Buil López-Menchero, Juan Delgado de Miguel, ESIC Business & Marketing School, Spain How the environmental complexity affects forecasting in retail? Actual research trends > Andrea Moretta Tartaglione , Roberto Bruni , Maja Bozic, University of Cassino and Southern Lazio, Italy, Ylenia Cavacece, University of Salerno, Italy CONSUMER BEHAVIOR Exploring the Adoption of Augmented and Virtual Reality in the Design of Customer Experiences: Proposal of a Conceptual Framework > Silvia Cacho-Elizondo, IPADE Business School, Mexico, José-Domingo Lázaro Álvarez, Universidad Panamericana, Mexico, Victor-Ernesto Garcia, Ericsson USA, USA Exploring the psychological mechanisms underlying the cognitive and affective responses to consumption desires > Lilia Boujbel, IHEC, Tunisia, Alain d’Astous, HEC Montréal, Canada, Lina Kachani, Bonsound, Canada Experience marketing from a teaching and learning perspective > Anu Leppiman, Iivi Riivits-Arkonsuo, Jana Kukk, Tallinn School of Business and Governance, Tallinn University of Technology, Estonia The cultural aspect in the relationship customer-place: Proposal and test of an integrated model > Noama Abbas, Véronique Cova, Université Aix-Marseille, France COMMUNICATION Consumer response to cause-related sport sponsorship: does gender matter? > Denyse Lafrance Horning, Nipissing University, Canada LOYALTY The relationships between satisfaction, loyalty, spending and tourist attraction images: the moderating role of label sensitivity > Joseph Kaswengi, University of Orléans, France TOURISM Revisiting the effects of travel satisfaction on visitor’s behavioral intentions – Evidence from a cultural heritage site > Anis Chtourou, Université de Lorraine, France, Thomas Leicht, University of Leicester, United Kingdom, Martha Friel, IULM University of Milan, Italy, Kamel Ben Youssef, University of Paris Nanterre, France

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VOLUME 5 – NUMBER 1 (JANUARY 2018) CONSUMER BEHAVIOR Is a company’s hospitality characterized by its visits? Hospitality experiences and cultural dimensions observed through Swiss and French company visits > Agnès Walser-Luchesi, EM Strasbourg Business School – University of Strasbourg, France, François H. Courvoisier, HES-SO, University of Applied Sciences Western Switzerland, Haute école de gestion Arc, Switzerland Purchase intention of Peruvian agricultural product  > Gina Pipoli, Universidad del Pacífico, Peru, Iñaki García, Universidad de Deusto, Spain Why do we act like peter pan when it comes to decisions about aging in place? > Donald V. Shiner, Mount Saint Vincent University, Canada TOURISM Analizing the structural relationship between global and latent quality of tourism online distribution > Carmen Berne-Manero, María Gómez-Campillo, Mercedes Marzo-Navarro, University of Zaragoza, Spain A global model for the image formation of a tourist destination: evidences from a sun and sand destination in Spain > Isabel Llodrà-Riera, Fundació Balear d’Innovació i Tecnologia, Spain,  María Pilar Martínez-Ruiz, University of Castilla-La Mancha, Spain, Ana Isabel Jímenez-Zarco, Open University of Catalonia, Spain, Alicia Izquierdo-Yusta, University of Burgos, Spain Influence of service environment on client loyalty in luxury hotels: A test of the cognition-emotion approach > Manar Ibraheem, Nadine Tournois, IAE Nice, France SOCIAL MEDIA The importance of being earnest in social media: juxtaposing oscar wilde’s script with an empirical case study to examine digital deceit from the blogger’s perspective > Andrea L. Micheaux, Dominique Crié, Annabel Martin, Daphné Salerno, Université de Lille, France Corporate e-reputation management on LinkedIn : the owned and earned media mix > Céline Fueyo, ISG ISERAM, France, Jean-Marc Decaudin, IAE de Toulouse, France Democratization or vulgarization – the impact of facebook on cultural capital > Carmela Milano, Sandra Rothenberger, ULB – Solvay Brussels School of Economics and Management – Centre Emile Bernheim, Belgium INDUSTRY Organizational variables influencing the creativity of industrial designers : the IFI S.p.a. case study > Tonino Pencarelli, Emanuela Conti, Linda Gabbianelli, University of Urbino, Italy DISTRIBUTION Retailers’ strategies to promote healthier food purchases in grocery stores : space management and display communication > Benedetta Grandi, Silvia Bellini, Maria Grazia Cardinali, University of Parma, Italy PRODUCT STRATEGY The internet of things: the next big thing for new product development? > Rubina Oliana, Erasmus University Rotterdam, Netherlands, Efthymios Constantinides, Sjoerd de Vries, University of Twente, Netherlands

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VOLUME 4 – NUMBER 3 (JANUARY 2018) BRANDS Luxury fashion brands ownership of private art foundations: a new way of conceiving marketing > Alessia Grassi, Tracy Diane Cassidy, Stephen Wigley, University of Huddersfield, United Kingdom Antecedents of trust in luxury brands: a cross-cultural analysis. Role of the sales force > Enrique Marinao Artigas, Departamento de Administración, Facultad de Administración y Economía. Universidad de Santiago de Chile, Chile, Coro Chasco Yrigoyen, Departamento de Economía Aplicada. Universidad Autónoma de Madrid, Spain The Core value of luxury brand: rarity or authenticity? > Jiang Zhiqing, Nagasawa Shin’ya, Waseda University, Graduate School of Commerce, Japan. COLLECTION The role of luxury and contemporary collections in the experience economy. Preliminary results. > Emanuela Conti, University of Urbino Carlo Bo, Italy PRODUCT   Localised products: products that contribute to gastronomic luxury > Mariem El Euch Maalej,INSEEC Paris, France, Marielle SALVADOR, INSEEC Lyon, France SALES The meeting between salesman and customer in luxury goods: a new view > Silvia Procacci,Suzuki Italia S.p.A, Italy, Anna Claudia Pellicelli, Management Dept., SME, Università degli Studi di Torino, Italy SMALL AND MEDIUM ENTERPRISE Specificities of subcontracting SMEs’ marketing in the watchmaking industry > François H. Courvoisier, Zarina M. Charlesworth, Haute école de gestion Arc, Switzerland SOCIAL IDENTITY The perception of social identity among secondary school groups : the case of the make-up market > Tony De Vassoigne, Arnaud Delannoy et Laurence Hélène, Ecole de Management de Normandie, Laboratoire Métis, France

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VOLUME 4 – NUMBER 2 (MAY 2017 DIGITAL ISSUE – MARKETING OF ARTS) EDITORIAL MARKETING OF ARTS, CULTURAL AND CREATIVE INDUSTRIES in Turin (Italy) – Sept. 23-24 > Jean-Claude ANDREANI, Françoise CONCHON, Chris HALLIBURTON, Torben HANSEN, Abraham KOSHY, Taihong LU, Chieko MINAMI, Jean-Louis MOULINS, José MUGICA, Alberto PASTORE, Donald SEXTON, Klaus-Peter WIEDMANN OPERA Exploring how market identity shapes hybridity: empirical evidence from the field of Italian opera > Giulia CANCELLIERI, Bocconi University, Milano, Italy Cultural Marketing in the Digital Age: The Influence of Place and Media on the Brand Image of Live-Operas > Julia ROLL, Jutta EMES, Sven-OVE HORST, Bauhaus-Universität Weimar, Faculty of Media, Weimar, Germany DIGITAL STORYTELLING Transmedia Experience and Narrative Transportation > Maud DERBAIX, Kedge Business School, Bordeaux campus, Dominique BOURGEON-RENAULT, Université de Bourgogne, Dijon, Élodie JARRIER, Université d’Angers, Christine PETR, Université de Bretagne Sud, France MUSEUM Positioning of the museum supply for children at world level > Bénédicte LE HEGARAT, Béatrice CANEL-DEPITRE, Normandie Université, UNIHAVRE, France Fine Arts Museums at a Crossroads: Between Core Mission and Adaptation to New Tourist Clients > Michel ZINS, FSA, Ulaval, Université Laval, Quebec Canada PAINTING When painting is part of the tourism imaginary: the example of Normandy and 19th century painting > Isabel BABOU, BABOU Conseil,Paris, France ANTHROPOMORPHISM The anthropomorphic features of a virtual agent: social presence and confidence generators to a website > Ahmed ANIS CHARFI, European Business School-Paris, France CRM CRM’s contribution to the outcome of an appropriate assessment to CUSTOMERS and tailored to their expectations: value added CRM within the company > EL AMRANI Lamiae, BENBBA Ibrahim, Université ABDELMALEK ASSAADI, École Nationale de Commerce et de Gestion Laboratoire : Marketing et logistique, Tanger, Morocco CULTURAL HERITAGE MANAGEMENT The value generation process in art restoration companies > Tonino PENCARELLI, Emanuela CONTI, Department of Economics, Society and Politics, University of Urbino “Carlo Bo”, Italy

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VOLUME 4 – NUMBER 1 (APRIL 2017) EDITORIAL Journal of Marketing Trends (JMT) ranked ! > Jean-Claude Andreani, Françoise Conchon, Chris Halliburton, Torben Hansen, Abraham Koshy, Taihong Lu, Chieko Minami, Jean-Louis Moulins, José Mugica, Alberto Pastore, Donald Sexton, Klaus-Peter Wiedmann ONLINE COMMUNITIES Social capital for online and offline brand communities:The Weight Watchers’ case > Michelle Bergadaà, Nada Sayardh, Yves Trolliet, Observatoire des Valeurs de la Stratégie et du Management, Geneva School of Economics and Management, University of Geneva, Switzerland COUNTERFEITING Counterfeiting and Culture: Consumer Attitudes towards Counterfeit Products > Alberto Pastore, Sapienza, University of Rome, Italy , Faculty of Economics, Department of Management, Fabrizio Cesaroni, University of Messina, Department of Economics, Ludovica Cesareo, The Wharton School, University of Pennsylvania, USA POLITICAL COMMUNICATION The online social networks as political communication > Fernando Moreno Reyes, , Maria Puelles Gallo, University Complutense of Madrid, Spain, Alejandro Kress, University Politècnica of Catalunya. Spain. PRIVATE LABELS Perceived value: A multidimensional explana > Haifa Rzem, Rached Chtioui, Mohsen Debabi, High School of Business Tunisia B2B Non-linearity of Business Relationship Formation: the case of Antrox-Nel Design > Marco Pierantonelli, Andrea Perna, Gianluca Gregori, Economics Faculty «G. Fuà», Ancona, Italy. BRAND ATTACHMENT Is a picture worth a thousand scales? visual self-report tools for analysing brand perceptions’ insights > Stéphane Ganassali, IAE Université Savoie Mont-Blanc – IREGE, France , Justyna Matysiewicz, University of Economics in Katowice, Poland CONSUMER BEHAVIOUR Mee too … Consumer mimicry. How far are we? > NgaNkoumaTsanga Rosalie Christiane, Faculty of Economic & Management Sciences , University of Maroua, Cameroon

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VOLUME 3 – NUMBER 1 (JANUARY 2016) DISTRIBUTION: 2015 BEST PAPER AWARD The impact of Premium Private Labels on store loyalty > Elisa Martinelli, Università di Modena e Reggio Emilia, Modena, Cristina Zerbini, Beatrice Luceri, Sabrina Latusi, Università degli studi di Parma, Parma, Italy SUSTAINABILITY MARKETING Could the greenbashing be a solution for the environmental advertising failures? > Samer ELHAJJAR, Sihem DEKHILI, EM Strasbourg Business School, University of Strasbourg, France Sustainable Supply Chain in the context of primary studies of the Polish market > Anna Maryniak, Magdalena Stefańska, Poznan University of Economics (Poland) COUNTERFEIT CONSUMER GOODS Counterfeiting and Culture: Consumer Attitudes towards Counterfeit Products > Alberto Pastore, Sapienza, University of Rome, Fabrizio Cesaroni, University of Messina, Ludovica Cesareo, Sapienza, University of Rome, Italy WORD-OF-MOUTH Does tie-strength matter in the recommendation of consumer? How receivers respond to incentivized Word-Of-Mouth > Christiana TERCIA, Prasetiya Mulya Business School, Indonesia, Thorsten TEICHERT, Hamburg University, Germany COMMUNICATION Lost in translation?” Which language in promotional material for B2b communications? > Kim Strikol, University of North Carolina, Wilmington, USA, Martina G. Gallarza, University of Valencia, Remedios Calero, Catholic University of Valencia, Spain CHARITY The role of marketing and branding in creating value for charitable organisations > Evan Sarosik, Chris Halliburton, ESCP Europe, London RESEARCH Comparison between Qualitative and Quantitative Validity: from a theoretical perspective > Jean-Claude ANDREANI ESCP Europe, Françoise CONCHON, INSEMMA Institute, France

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2026

• S. BLANCO-MORENO, University of León, Spain, A. M. GONZALEZ-FERNANDEZ, University of León, Spain, R. EGGER, Modul University, Austria, L. V. CASALÒ, University of Zaragoza, Spain for their paper “Tourists’ Archetypes and Sustainability at Destination”.
• M. FARONI, Università di Firenze, Italy, S. RANFAGNI, Università di Firenze, Italy, A. VOCINO, Deakin Business School, Australia for their paper “Authenticity in chaos: Gen Z’s dual roles and collective meaning in digital luxury resale”.

2025

2024

• Y. SILVAIN ROTEN, EM Normandie, France for the paper “Front line employees’ competencies in the era of ‘Phygitability’”.

2023

• Luis PINHEIRO, Ana SALAZAR, Universidade Fernando Pessoa, Portugal for their paper ” The role of podcasts on digital communication.”.

2022

• Marine BOYAVAL, Université de Lille, Marion GARNIER, Université de Lille, Olivier NICOLAS, Université de Lille, Alexandre TIERCELIN, Université Reims Champagne Ardennes, Arnaud DELANNOY, EM Normandie, France, for their paper “Understanding the trend of subcultural dissemination and appropriation intomainstream marketing: When Luxury plays it Geek.”.
• Fanny THOMAS, Université d’Angers, France, Gaëlle PANTIN-SOHIER, Université d’Angers, France, Betina PIQUERAS-FISZMAN, Wageningen University & Research, The Netherlands for their paper “Bigger is more: ingredient size bias perception on product evaluation.”.

2021

• Martina GALLARZA, Universitat de València, Spain, Arnaud RIVIERE, Université de Tours, France, Laurent MAUBISSON, Université de Tours, France, Raquel SÁNCHEZ-FERNÁNDEZ, Universidad de Almería,Spain for their paper “The value-satisfaction-loyalty chain in the context of heritage tourism: The case of the castle of Chambord”
• Marie KEREKES, Denis GUIOT, Université Paris-Dauphine, France for their paper “Elderly’s connection to social robots in France.”
• Elisa MARTINELLI, Francesca DE CANIO, Università degli Studi di Modena e Reggio Emilia, Italy for their paper “The retailer as a brand: Awareness, equity and customer loyalty.”
• Swarnali ROY, Marie-Laure GAVARD PERRET, Université de Grenoble Alpes, France for their paper “Preventing the usage of whitening beauty products by manipulating cognitive dissonance: A cross cultural study.”
• Eric VERNETTE, Ludivine DESTOUMIEUX, Julien GROBERT, Toulouse School of Management, France for their paper “The new representations and modalities of the taboo concept: An application to advertising provocation.”
• Xi YU, Efthymios CONSTANTINIDES, Carolina HERRANDO, Sjoerd DE VRIES, Universiteit Twente, The Netherlands for their paper “The impact of artificial intelligence application on customer engagement.”

2020

• Sven KILIAN, Andreas MANN, University of Kassel, Germany for their paper “When the Damage is Done: Effects of Moral Disengagement on Sustainable Consumption.”

2018

• Gianluigi GUIDO, Cristian RIZZO, Antonio MILETI, Alessandro PELUSO, Giovanni PINO, Università del Salento, Italy for their paper “The effect of non-conscious mimicry and obedience on consumer behavior : the role of conformism.”
• Michel CALCIU, Jean-Louis MOULINS, Francis SALERNO, France for their paper “Social media Analytics with big customer data. Some marketing decision support applications.”

2016

• Haoying WANG, Akinori ONO, Mai KIKUMORI, Keio University, Japan, for their paper “Are high-need for uniqueness consumers willing to or not to recommend products? Considering types of the products and the receivers.”

 

The years to come are going to be a turning point for luxury brands. After many years of rapid growth, they are now facing a slowdown in their progression. The increased casualization of consumers’ expectations, the rise of discounts, the development of online purchase and the revitalization of local consumption are only some of the visible trends…

 

To face the challenge of these changing times, the luxury industry is questioning its marketing models. Where does “prestige” stop and where does “luxury” start? What makes a genuine luxury product? Does the digital era mean more creativity for the marketing of the luxury industry? Should creativity support innovation, adaptation or tradition? What are the key success factors of luxury brands? Where are the new markets? Where are the touch points in the Chinese market?  What is the future for department stores? How far can digital tools support a renewed relationship with customers? What is the objective of a luxury brand community strategy? Is e-commerce an opportunity or a threat?

 

The 2017 London Conference is a unique chance to interact with academics and top-class professionals from all over the world that share a common interest in Luxury Brands. The major sectors covered include Fashion, Leather Goods, Perfumes, Cosmetic, Watches, Jewelry, Wine and Spirit, Fine Food, Tableware, Travel, Hospitality, Automobile…

 

The conference will take place:

• at the ESCP Europe London Campus – 527 Finchley Road – London NW3 7BG
• in LONDON (UK),
• on SEPTEMBER 15-16 2017.

 

For further information, do not hesitate to get in touch with the organizing committee by telephone on +33.1.45.03.05.35 or by e-mail at london.conference@gmail.com.

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The   Scientific Committee of the Luxury Industries Conference , which is chaired by Professor Jean-Claude ANDREANI (Marketing Department – ESCP Europe Paris Campus), consists of a Conference Board of 6 co-chairs, whose role is to ensure a consistent editorial policy for the conference and harmonize the decisions taken on the national level.

 

The co-chair of the Luxury Industries Conference are:

• Professor Alberto MATTIACCI, Sapienza Università di Romà, President of the SIM Società Italiana Marketing – Italy, who published ““Marketing. Il management orientato al mercato.” (with A. PASTORE), Hoepli, 2014
• Professor Pascal MORAND, ESCP Europe Paris Campus – Executive President Fédération Française de la Couture, du Prêt-à-porter des Couturiers et des Créateurs de Mode – France, who published « Les religions et le luxe: l’éthique de la richesse d’Orient en Occident. », Regard, 2012
• Professor Elyette ROUX, Université Aix-Marseille – France who published “Le Luxe éternel, de l’âge du sacré au temps des marques.” (with G. Lipovetsky), Ed. Gallimard, 2003
• Professor Marie TAILLARD, ESCP Europe London Campus – UK, who published “Value creation in the consumption process: the role of consumer creativity” (with B. VOYER, V. GLAVEANU and A. GRITZALI), Advances In Consumer Research, 2014
• Professor Klaus-Peter WIEDMANN – Leibniz Universität Hannover – Germany, who published “Wirkungsbeziehungen zwischen Konsumeitelkeit und Luxuskonsum.”(with N. Hennigs, V. Kelsch), Südwestdeutscher Verlag für Hochschulschriften, Saarbrücken, 2010
• Professor María Jesús YAGÜE GUILLÉN, Universidad Autónoma de Madrid – Spain, who published “Relating brand equity and customer equity: an exploratory study.” (with S. Romero), International Journal of Market Research, 2015

 

 

 

 

The symposium is officially sponsored by SIM (Società Italiana Marketing).

 

We are pleased to invite you to submit a proposal for the Conference on the Marketing of Luxury Industries, which will take place in London (UK) on September 15-16 2017.

 

The conference will be focused on “LUXURY  INDUSTRIES MARKETING: VALUE CREATION IN THE DIGITAL AGE” .

 

To read the FULL CALL FOR PAPERS of the Luxury Industries conference, please click here.

 

To SUBMIT A PAPER to the Luxury Industries conference, please click here

 

Please note that, in line with the publication rules of the International Marketing Trends Conference, the papers are expected to be approx. 10 pages long and  can be written in English, French, German, Italian or Spanish. Once received, the papers will be reviewed by 2 anonymous readers, both of whom are marketing professors with high academic standards. Due to the high level of selection in order to ensure an outstanding academic level, we expect the number of papers to be limited to a maximum number of 50 papers published.

 

Also note that a selection of the best conference papers will be considered to be published in the Journal of Marketing Trends (electronic issue),  which is indexed in the Goodle Scholar and EBSCO databases. The symposium scientific committee will select papers that will be awarded the Best Conference Paper Award and the Best Ph.D. Paper Award. All the papers will be published in the conference proceedings on our website www.marketing-trends-congress.com.

 

The deadlines for the paper submission and the conference registration are indicated hereunder:

• Call for paper: March 2017
• Paper submission: June 19th 2017
• Paper acceptance: June 30th 2017
• Conference registration: July-September 2017
• Conference: September 15th– 16th 2017 (1-½ day)

  

The symposium tracks are the following:

• Luxury Brands Management
• Consumer Behavior
• Digital Marketing
• Communication
• CSR and Luxury
• Distribution Strategy

 

The key sectors addressed include Fashion, Leather Goods, Perfumes, Cosmetic, Watches, Jewelry, Wine and Spirits, Fine Food, Tableware, Travel, Hospitality, Automobile…

 

The   Scientific Committee, which is chaired by Professor Jean-Claude ANDREANI (Marketing Department – ESCP Europe Paris Campus), consists of a Conference Board of 6 co-chairs, whose role is to ensure a consistent editorial policy for the conference and harmonize the decisions taken on the national level. The co-chair of the Arts, Cultural and Creative Industries symposium are: 

• Professor Alberto MATTIACCI, Sapienza Università di Romà, President of the SIM Società Italiana Marketing – Italy, who published ““Marketing. Il management orientato al mercato.” (with A. PASTORE), Hoepli, 2014
• Professor Pascal MORAND, ESCP Europe Paris Campus – Executive President Fédération Française de la Couture, du Prêt-à-porter des Couturiers et des Créateurs de Mode – France, who published « Les religions et le luxe: l’éthique de la richesse d’Orient en Occident. », Regard, 2012
• Professor Elyette ROUX, Université Aix-Marseille – France who published “Le Luxe éternel, de l’âge du sacré au temps des marques.” (with G. Lipovetsky), Ed. Gallimard, 2003
• Professor Marie TAILLARD, ESCP Europe London Campus – UK, who published “Value creation in the consumption process: the role of consumer creativity” (with B. VOYER, V. GLAVEANU and A. GRITZALI), Advances In Consumer Research, 2014
• Professor Klaus-Peter WIEDMANN – Leibniz Universität Hannover – Germany, who published “Wirkungsbeziehungen zwischen Konsumeitelkeit und Luxuskonsum.”(with N. Hennigs, V. Kelsch), Südwestdeutscher Verlag für Hochschulschriften, Saarbrücken, 2010
• Professor María Jesús YAGÜE GUILLÉN, Universidad Autónoma de Madrid – Spain, who published “Relating brand equity and customer equity: an exploratory study.” (with S. Romero), International Journal of Market Research, 2015

The conference is officially sponsored by SIM (Società Italiana Marketing).

The papers must be submitted via the conference website. To submit a paper to the Luxury Industries Conference, please click here.

The Doctoral Colloquium of the International Marketing Trends Conference will take place on Thursday 21st of January 2027.

Participation to the Doctoral Colloquium includes :

• Work on Ph.D. Thesis in coaching teams with outstanding academics;
• Mentoring Session on how to best manage an academic career;
• Research Skills Development Workshop with a choice between 4 topics (previous topics covered : Writing paper tips, Theory visualization, Marketing trends radar on research topics, Latest state of SmartPLS …information will be updated soon);
• Option to attend the 2 extra days of the conference and/or the Gala Dinner.

Read carefully the SUBMISSION RULES DOCTORAL COLLOQUIUM before connecting to the submission procedure. To connect to the DOCTORAL COLLOQUIUM SUBMISSION PLATFORM, please click here.

The Doctoral Colloquium invites outstanding doctoral students in an intermediate or advanced stage of their dissertation process to discuss their work during a 50 minutes presentation in front of a panel of 8-10 leading  academics. The Doctoral Colloquium is an International and friendly one-to-one environment, It is a unique opportunity to refine research questions, publish research, receive guidance on future research directions and gain advice from the panel of professors on how to build an academic career. During the Doctoral Colloquium, each participant is given 20 minutes to introduce his/her work (15 slides max) in English and 20-30 minutes to discuss his/her proposal with the panel.

The Doctoral Colloquium was founded by Professor Elyette ROUX (Université Aix-Marseille, France) in 2008. It has been chaired by Professor Daniele DALLI (Università di Pisa, Italy), Professor Michael LINGENFELDER  (Philipps-Universität Marburg, Germany) and Professor Jean-François LEMOINE  (Université Paris 1 Panthéon Sorbonne / ESSCA School of Management, France). It is now chaired by Professor Lorena BLASCO-ARCAS (ESCP Business School – Madrid Campus, Spain).

The congress part of the International Marketing Trends Conference is fully dedicated to research papers and posters, with a large diversity of tracks the conference participants can choose from.

Click here to  SUBMIT YOUR PROPOSAL .

Click here to REGISTER.

Academic congress submission deadlines  :

• 04 Sept. 2026 : Deadline PAPER submission
• 04 Sept. 2026 : Deadline POSTER submission
• 04 Sept. 2026 : Deadline DOCTORAL COLLOQUIUM application
• 04 Sept. 2026 : Deadline IMTC BEST THESIS AWARD application
• 04 Sept. 2026 : Deadline ELYETTE ROUX LUXURY BEST THESIS AWARD application

 

Read more about the SUBMISSION RULES.

In line with the publication rules of the International Marketing Trends Conference, the papers are expected to be approx. 5 pages long and  can be written in English, French, German, Italian, Portuguese or Spanish. Once received, the papers will be reviewed by 2 anonymous readers, both of whom are marketing professors with high academic standards.

The International Marketing Trends Conference proceedings all have an ISBN number and are indexed in the Google Scholar database.

A selection of the best conference papers will be considered to be published in the Journal of Marketing Trends which is indexed in the EBSCO database and is a ranked publication.

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IMTC academic congress tracks :

• Marketing Trends
• Big Data, Artificial Intelligence, Marketing Analytics 
• Branding 
• Consumer Behavior and Marketing Research 
• Digital Marketing 
• Food and Agrifood Industries
• Innovation and Product Management 
• International Marketing 
• Luxury Goods Marketing
• Marketing and Sustainability 
• Marketing Communication
• Marketing Strategy 
• Retailing and E-Commerce 
• Sales, CRM, Pricing and Promotion
• Tourism and Hospitality
• Sectorial Marketing – Services (Services, Culture, Healthcare, Media, Education, Non-Profit…) 
• Sectorial Marketing – Goods (B-to-B, Automotive, Consumer Goods…)

Venice (Italy) is the official venue of the 23rd International Marketing Trends Conference on January 18-20 2024.

Click here to REGISTER.

Click here to SUBMIT A PROPOSAL.

Submission deadlines  :

• 28 Sept. 2023 : Deadline PAPER submission
• 28 Sept. 2023 : Deadline POSTER submission
• 06 Nov.  2023 : Deadline DOCTORAL COLLOQUIUM application
• 06 Nov.  2023 : Deadline IMTC BEST THESIS AWARD application
• 06 Nov.  2023 : Deadline ELYETTE ROUX LUXURY BEST THESIS AWARD application

With over 500 speakers and contributors, from more than 50 different countries, the International Marketing Trends Conference offers a great variety of conferences and covers a wide range of topics. It has, over the years, proven to be a unique think-tank that interacts with leading business professionals, top academic experts, professors, researchers and Ph.D. students.

The IMTC takes place once evry three years alternatively in Paris (France) and Venice (Italy). In 2017, we decided to start including additional locations and IMTC took place in Madrid (Spain) in 2017, and in Rome (Italy) in 2022.

Key events and publications of the International Marketing Trends Conference :

• International Marketing Trends Congress – Academics ;
• Poster Session – Academics ;
• Trends Track – Academics and Professionals ;
• Marketing Strategy Forum – Academics and Professionals ;
• Luxury Brand Management Forum – Academics and Professionals ;
• Healthcare Strategy Forum – Academics and Professionals ;
• Arts, Cultural and Creative Industries Forum – Academics and Professionals ;
• Doctoral Colloquium – Academics ;
• International Marketing Trends Awards;
• Professor Elyette Roux Best Thesis in Luxury Management Prize;
• Best Thesis Award;
• Best Paper Award;
• Managerial Impact Award;
• Marketing Trends Journal.

 

Please click here to be redirected to the REGISTRATION section.

The registration must be completed by September 8th, 2017.

Please note that you will need to book your hotel directly yourself. The list of the hotels recommended by the conference will soon be available online on this page.

Registration Fees :

• Professors full fee: Euro 450 includes conference registration fee, participation to the conference, conference proceedings, coffee breaks and friday lunch break, gala dinner, cultural event, association fee, special issue of Journal of Marketing Trends.

• Students full fee : Euro 350 includes conference registration fee, participation to the conference, conference proceedings, coffee breaks and friday lunch break, gala dinner, cultural event, association fee, special issue of Journal of Marketing Trends.

• Special  fee for Students without Gala Dinner: Euro 250 includes conference registration fee, participation to the conference, conference proceedings, coffee breaks and friday lunch break, association fee, special issue of Journal of Marketing Trends.

• Professionals with Gala Dinner: Euro 100 includes conference registration fee, participation to the professional conference, welcome coffee, gala dinner, cultural event.

• Professionals without Gala Dinner: free includes conference registration fee, participation to the professional conference, welcome coffee.

The fee does not include accommodation and travel expenses, nor any other additional expense of any kind (transportation, personal expenses, insurance,…). The participants should make their reservations themselves.