CERVELLON Marie-Cécile, PhD

Professor

Speciality : Marketing
Expertise : Brand management, Influencer Marketing, Luxury marketing

24 avenue Gustave Delory
CS 50411
59057 Roubaix Cedex 1 - FranceTel.: + 33 (0)3 20 15 45 00
Fax: + 33 (0)3 20 15 45 01

Email : marie-cecile.cervellon@edhec.edu

Website

Bio

Marie-Cécile Cervellon, Ph.D, is Professor of Marketing at EDHEC Business School with a teaching expertise in brand management and luxury marketing (ref. her edublog LYTE @luxury-talents-education.com). Currently, her areas of research encompass two domains (on stream of research, managerial and interdisciplinary). Her research focusses on brand management on social media and influencer marketing. A second stream of research, more conceptual, aims at understanding current trends of consumption such as e-tail, second-hand, local, and ethical consumption. Her research is mostly conducted in hedonic industries (luxury; perfume & cosmetics; fine food; wine & spirits). It is published in major international journals, such as MIT Sloan Management Review, Journal of Business Research, or International Journal of Research in Marketing. She has been quoted in Newsweek, The Financial Times, and New York Times among other press outlets. Marie-Cécile holds a PhD from McGill University, Montreal, Canada.

Main academic publications

MIT Sloan Management Review (2017), Journal of Business Research (2003 ; 2015 ; 2016), Journal of Retail and Consumer Services (2015), Journal of Travel & Tourism Marketing (2015), European Journal of Marketing (2014), Journal of Corporate Citizenship (2013), International Journal of Retail & Distribution Management (2012 ; 2013), International Journal of Market Research (2013), Journal of Advertising (2013), Journal of Fashion Marketing & Management (2012 ; 2014), Critical Studies in Fashion and Beauty (2011), Advances in Consumer Research (2007), Food Quality and Preference (2005), International Journal of Research in Marketing (2003), Journal of Cross-Cultural Psychology (2002), International Journal of Advertising (2000), Gestion (1999)

Documents to download

Pdf
CV - CERVELLON Marie-Cécile...
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Publications edhec

Chapter: When employees don't « like » their employers on social media. Ed. MIT PRESS
MIT Sloan Management Review, Volume 58, Issue 2, January 2017, pp63-70.  
Journal of Business Research, Volume 69, Issue 1, pp304-313, January 2016.
Journal of Retailing and Consumer Services, Volume 27, pp31-51, November 2015.
Dans le cadre de la chaire Bonduelle – Impact des nouvelles technologies sur le management des marques...
Chapter: Coats of Arms: The Role of Animal Emblems in Contemporary Luxury and Fashion Industry. Ed. ROUTLEDGE
International Journal of Retail and Distribution Management, Volume 41, Issue 11/12.
Chapter: Sustainable fashion consumers have got solar panels and don't have sex. Ed. MARSILIO

Press Articles

"Marie-Cécile Cervellon, a marketing professor at the French EDHEC Business School, told consultancy Canvas8 that “vintage and second-hand luxury is...
Une telle plateforme multi-marques devrait normalement af?cher un taux de transformation plus élevé. «Le taux de transformation d’un site de luxe...
L'usage des réseaux sociaux par les salariés nous force à intégrer l'ensemble des collaborateurs dans la stratégie marketing de l'entreprise, que les...
Seulement un quart des jeunes actifs suit la (ou les) marque(s) de son employeur sur les réseaux sociaux personnels comme Facebook ou Twitter, selon...