Research 2018-08-07T14:08:37+00:00



  • Cléret, B., Dehling, A., Herbert, M., Leroy, J., Rokka, J. & Sohier, A. (2018) L’approche vidéographic dans la recherche en marketing: quel protocole méthodologique? Recherche et Applications en Marketing, in press.
  • Rokka, J., Hietanen, J. and Brownlie, D. (2018) Screening Marketing: Exploring the Horizons of Filmic Research, Journal of Marketing Management, 34(5-6), 421-431.
  • Rokka, J. and Hietanen, J. (2018) On positioning videography as a tool for theorizing, Recherche et Applications en Marketing English Edition (forthcoming).
  • Rokka, J. and Hietanen, J. (2018) Réflexion autour du positionnement de la vidéographie comme outil de théorisation, Recherche et Applications en Marketing (forthcoming).
  • Weijo, H., Martin, D. and Arnould, E. (2018) Consumer Movements and Collective Creativity: The Case of Restaurant Day, Journal of Consumer Research (forthcoming).


  • Arnould, E., Cayla, J. and Dion, D. (2017) Fetish, magic, marketing, Anthropology Today, 33(2), 28-32.
  • Auriacombe, B. et Cova, V. (2017) Tipping: what those giving and receiving a tip really think, Décisions Marketing, 86, 115-130. Forthcoming.
  • Batat, W., Peter, P., Vicdan, H., Manna, V., Ulusoy, E., Ulusoy, E. and Hong, S. (2017) Alternative food consumption (AFC): idiocentric and allocentric factors of influence among low socio-economic status (SES) consumers, Journal of Marketing Management
  • Fortes, N. Rita, P. and Pagani, M. (2017) The effects of privacy concerns, perceived risk and trust on online purchasing behaviour, International Journal of Internet Marketing and Advertising
  • Hietanen, J. and Rokka, J. (2017) Companion to the videography ‘Monstrous Organizing – The Dubstep Electronic Music Scene’, Organization, ePub ahead of print 16 Nov 2017.
  • Kornberger, M. (2017) The Values of Strategy: Valuation Practices, Rivalry and Strategic Agency, Organization Studies
  • Pagani M. and Malacarne G. (2017). Experiential engagement and active vs.passive behavior in mobile location-based social networks: the moderating role of privacy. Journal of Interactive Marketing, 37, 133-148
  • Rokka, J. (2017) Champagne: marketplace icon, Consumption Markets & Culture, 20 (3), 275-283.
  • Vicdan, H. and Hong, S. (2017) “Enrollment of Space into the Network of Sustainability,” Marketing Theory special issue on “Consumption in and of Space and Place” (forthcoming).


  • Autier, F., Auriacombe, B. (2016) « Club Med : le bonheur de se révéler », marque employeur et employabilité, Paris, CCMP, HO632, 48 pages.
  • Dion, D. and Arnould, E. (2016) Persona-fied brands: managing branded persons through persona, Journal of Marketing Management, 32, 121-148.
  • Dion, D., Rémy, E. and Sitz, L. (2016), L’enracinement dans les cultures regionals pour créer des marques fortes, Annales Méditerranéennes d’Economie, 3, 79-95.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016) Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior, Journal of Business Research, 69 (12), 5833-5841.
  • Heine, K. and Phan, M. (2016) Authenticity and Prestige: What Luxury Brands could learn from the Wine Industry? Luxury Research Journal, Vol. 1, No. 2., pp. 177-190.
  • Leefmann, J., Levallois, C. and Hildt, E. (2016) Neuroethics 1995–2012. A Bibliometric Analysis of the Guiding Themes of an Emerging Research Field, Frontiers in Human Neuroscience, 10, 366.
  • Levallois, C., Marchand, M., Mata, T., and Andriuzzi, A. (2016) Handbook of Twitter Research 2015-2016, Emlyon Press.
  • Pomiès, A. and Tissier-Desbordes, E. (2016), “Constructing the object of research in the manner of Piet Mondrian: An integrative epistemology for Consumer Research”, Marketing Theory, 16(3), 1-20.
  • Rokka, J. and Canniford, R. (2016) Heterotopian selfies: how social media destabilizes brand assemblages, European Journal of Marketing, 50 (9/10), 1789-1813.
  • Vicdan, H., Batat, V., and Hong, S. (2016) “Social Class Dynamics in Alternative Food Consumption,” in Commentaries (ed. Wided Batat) New Paths in Researching ‘‘Alternative’’ Consumption and Well-Being in Marketing: Alternative Food Consumption, Marketing Theory, 16(4), 8-14.


  • Auriacombe, B. (2015) “The usefulness of a service guarantee: The point of view of contact staff”. Décisions Marketing, n°77, Jan-March, 31-45.
  • Auriacombe, B., Sitz, L., Guers, R. (2015) : « Stratégie de marque dans les services de transport ». in Besson, M., Gueret-Talon L., Abramovici, M., Le cas des services : Recueil de cas en management et marketing des services, collection Etudes de cas, Editions EMS.
  • Borges, M., Rita, P., Pagani, M. (2015) « An exploratory study into the determinants of adoption of Mobile TV services : an integral value perspective” International Journal of Electronic Business , Vol. 12, No. 1, 2015 pp. 70-94.
  • Cayla, J. and Arnould, E. (2015) Consumer Fetish: Commercial Ethnography and the Sovereign Consumer, Organization Studies, 36(10), 1-26.
  • Cova, B., Pardo, C., Salle, R. and Spencer, R. (2015) Normal vs spectacular science: The IMP group and BtoB marketing, Industrial Marketing Management, 41
  • Hartmann, B., Wiertz, C. and Arnould, E. (2015) Exploring Consumptive Moments of Value-Creating Practice in Online Community, Psychology & Marketing, 32(3), 319-340.
  • Hietanen, J. & Rokka, J. (2015) Market practices in countercultural market emergence, European Journal of Marketing, 49 (9-10), 1563-1588.
  • Kornberger, M. (2015) Think Different: On Studying the Brand as Organizing Device, International Studies of Management and Organization, 42(2), 105-113.
  • Pagani, M., Goldsmith, R., Perracchio, A. (2015). “Standardization vs. Adaptation: consumer reaction to TV ads containing subtitled or English dubbed ads” International Journal of Advertising, Vol 34, 4, 702-714
  • Sitz, L. and Roux, D. (2015) Michel Foucault. Le souci du pouvoir. In book: Regards croisés sur la Consommation, Tome 2 – Des structures au retour de l’acteur, Edition: Collection Versus, Publisher: EMS, Editors: Eric Rémy, Philippe Robert-Demontrond, pp.141-166.
  • Vernuccio, M., Pagani, M., Barbarossa, C., Pastore, A. (2015) “Antecedents of brand love in online network-based communities. A social identity perspective” Journal of Product and Brand Management Vol. 24 7/2015.
  • Vicdan, H. and Fırat, A.F. (2015), “Evolving Desire to Experience the Social ‘Other’: Insights from the High Society Bazaar,” Journal of Consumer Culture, 15 (2), 248-276.
  • Woermann, N. & Rokka, J. (2015) Timeflow: How Consumption Practices Shape Consumers’ Temporal Experiences, Journal of Consumer Research, 41 (6), 1486-1508. (Winner of the Sidney J. Levy Award).

Other selected publications

  • Auriacombe, B., Cova, V. (2014) “Place and role of tipping in the service relationship », 13ème Journées Normandes de Recherche sur la Consommation, Rouen, 27-28 novembre.
  • Auriacombe, B. (2012). Marketing public : Gérer la qualité de service. M3 – Millénaire 3, 4.
  • Cherny, L. (2007) Designing ‘Up’ in the Software Industry, Cambridge; MIT Press
  • Cherny, L. (2001) Conversation and Community: Chat in a Virtual World, CSLI Press
  • Cherny, L. and Weise, E. (1996) Wired Women: Gender and New Realities in Cyberspace, Seal Press
  • Gao, T., Rhom, A., Sultan, F., Pagani, M. (2013) “Consumers un-tethered: A three market empirical Study of Consumers’ mobile marketing acceptance” Journal of Business Research 66 (13), 2536-2544.
  • Goldsmith, R. Pagani, M., Lu, X. (2013) “Social Network Activity and Contributing to an Online Review Site” Journal of Research in Interactive Marketing, Vol. 7, N. 2,100-118.
  • Heine, K. and Gutsatz, M. (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned. Journal of Brand Management (21 November 2014).
  • Heine, K. and Berghaus, Benjamin (2014) Luxury Goes Digital: How to Tackle the Digital Luxury Brand-Consumer Touchpoints. Journal of Global Fashion Marketing 5(3): 223-234.
  • Hietanen, J., Rokka, J. & Schouten, J.W. (2014) Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research, Journal of Business Research, 67 (9), 2019-2022.
  • Pagani, M. (2013) “Digital business strategy and value creation: framing the dynamic cycle of control points” MISQuarterly Vol. 37, No. 2., pp. 617-632.
  • Pagani, M., Gldsmith, R., Hofacker, C.H. (2013) “Extraversion as a stimulus for user-generated content” Journal of Research in Interactive Marketing Vol. 7 No. 4, pp. 242-256.
  • Pagani, M. Mirabello, A. (2011) “The influence of personal and social-interactive engagement in social TV websites” International Journal of Electronic Commerce (Winter 2011-2012), Vol. 16, No. 2, pp 41-68.
  • Pagani, M. Hofacker, C. Goldsmith, R. (2011) “The influence of personality on Active and Passive use of Social Networking Sites” Psychology and Marketing, 28(5), 441-456.
  • Petersen, F.E., Heine, K. (2013) When Do Consumers Indulge in Luxury? Emotional Certainty Signals When to Indulge to Regulate Affect. Marketing ZFP / Journal of Research and Management, Vol. 35, Issue 2, pp. 79-90.
  • Rhom A., Gao, T. Sultan, F., Pagani, M. (2012) “Brand in the hand: a cross-market investigation of consumer acceptance of Mobile Marketing” Business Horizons, Vol. 55, 485-493.