About Me

I am an Associate Professor of Marketing and the Academic Director for the MSc in Marketing & Business Development at MBS School of Business in France.

My research examines the dynamic interplay between international marketing, consumer behavior, and business ethics. I explore how consumers' global and local identities, shaped by frameworks like social identity theory and acculturation theory, influence their relationships with brands and their ethical consumption choices. My work offers insights into timely topics, including the adoption of artificial intelligence, co-creation dynamics, social media usage, consumer animosity, and the complexities of sustainable consumption in a globalized world.