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Karine Raïes

I am Associate Professor of Marketing at emlyon business school, France. I have previously worked at INSEEC Business school and at Grenoble Alpes University where I got a Phd in Marketing in 2009. I have been a visiting Scholar at University of Innsbruck, Austria. I taught marketing courses and made conferences in a number of institutions including Political Institute IEP (Grenoble), Grenoble School of management (GEM), ESC St Etienne, IAE Paris, ESCM Casablanca and IHEC Tunis.

My research is on branding, consumer behavior, digital media and mixed analysis methods. I’ve published a number of academic articles in the Journal of Business Research, Decisions Marketing, Marketing Journal of Research and Management, Recherche of Applications Marketing and I act as Ad hoc Reviewer for Journal of Business Research, International Journal of Advertising Research, Recherche et Application Marketing and several conferences.

Selected Publications

Papadopoulou, N., Raïes, K., Bernal, P.M., Woodside, A.G. (2019), Gifts as conduits in choice overload environments, Psychology and Marketing, 1-14. 

Koll, O., Raïes, K., Grohs, R., Muhlbacher, H. (2018) Qu’est-ce qu’une marque forte ? Une approche par les configurations des associations de la marque. Décisions Marketing, N°92, 97-113.

Grohs, R., Raïes, K., Koll, O. and Mühlbacher, H. (2016) One pie, many recipes: Alternative paths to high brand strength. Journal of Business Research, 69 (6): 2244-2251 p.

Mühlbacher, H., Raïes, K., Grohs, R. and Koll, O. (2016) Drivers of brand strength: Configural paths to strong cognitive brand equity. Journal of Business Research, 69 (8): 2774-2780 p.

Raïes, K., Muhlbacher, H. and Gavard-Perret, M.L. (2015) Consumption community commitment: Newbies’ and longstanding members’ brand engagement and loyalty. Journal of Business Research, 68 (12): 2634-2644 p.

Raïes, K. and Helme-Guizon, A. (2014) Ancrer une proposition de valeur dans la simplicité : Le cas d’un site web marchand. Décisions Marketing, 73 : 139-152 p.

Raïes, K. and Gavard-Perret, M.L. (2011) Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l’engagement. Recherche et Applications en Marketing, 26 (3) : 23-43 p.