PUESCHEL Julia
Doctorat en Science de Gestion, Spécialisation Marketing
Marketing
Doctorat en Science de Gestion, Spécialisation Marketing
Julia Pueschel est Professeure Assistant de Marketing et Directrice de MSc Luxury Marketing à Neoma Business School. Elle est titulaire d'un doctorat en Sciences de Gestion de l'Université Paris Dauphine, PSL, Paris. Elle enseigne le comportement du consommateur, la stratégie marketing, la conception et l'innovation des produits et les méthodes de recherche qualitative. Ses recherches portent principalement sur le marketing du luxe, la consommation de produits de luxe contrefaits, le comportement du consommateur et les méthodes de recherche qualitative. Ses travaux ont été publiés dans Journal of Business Research, Recherches et Applications en Marketing, et Management International.. Avant de rejoindre le monde académique, elle a occupé des postes de Direction aux Émirats Arabes Unis et a développé un intérêt pour l'étude des marques de luxe et du comportement des consommateurs
Domaines de spécialisation
- Comportement des consommateurs
- Marketing de Luxe
- Contrefaçons
- Culture et Consommation
Récentes contributions académiques
- GOUDEY, A., J. PUESCHEL, S. MOOKHERJEE, S. HAO, "Brands in Metaverse", Global Marketing Conference, 2023
- PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Fifty Years of Consumer Research, 2023
- PUESCHEL, J., S. MOOKHERJEE, S. HAO, A. GOUDEY, "Metaverse & Brands" in Special Conference on Metaverse, Advances in Consumer Research, 2023
Article
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ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", Journal of Business Research, Juin 2022, vol. 145, pp. 784-800
DOI : 10.1016/j.jbusres.2022.02.087 -
PUESCHEL, J., B. PARGUEL, C. CHAMARET, "Talking about my generation : comment les valeurs façonnent la consommation de luxe", Recherche et Applications en Marketing, Juin 2021, vol. 36, no. 2, pp. 21-41
DOI : 10.1177/2051570720966273 -
PUESCHEL, J., "I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers", Management International, Janvier 2021, vol. 24, pp. 36-48
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PUESCHEL, J., C.CHAMARET, B.PARGUEL, "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries", Journal of Business Research, Août 2017, vol. 77, pp. 184-194
DOI : 10.1016/j.jbusres.2016.11.008
Chapitre d'ouvrage
- PUESCHEL, J., C.CHAMARET, B.PARGUEL, "I. Le rôle de la culture dans la consommation de contrefaçon de luxe : le cas des Émirats arabes unis" dans L'état du management., V. Guillard et B. Oxibar Ed., Editions la Découverte, pp. 7-15, 2019
Academic conferences
- PUESCHEL, J., S. BORRAZ, "WHAT DOES LUXURY MEME? NEW CULTURAL INTERMEDIARIES AND THE RECONFIGURATION OF MARKETPLACE MEANINGS.", 2023
- PUESCHEL, J., S. BORRAZ, "WHAT DOES LUXURY MEME? NEW CULTURAL INTERMEDIARIES AND THE RECONFIGURATION OF MARKETPLACE MEANINGS." in Association for Consumer Research Conference, Seattle, October 23, 2023
- HOU ANDRE, A., B. PARGUEL, J. PUESCHEL, "COO effect in Chinese luxury consumption: Does generation matter?" in Global Marketing Conference, 2023, Seoul
- PUESCHEL, J., S. ICHIKAWA, S. HAO, M. TOUZANI, "From mainstream to ugly luxury: Evidence from Chinese millennials" in Monaco Symposium on Luxury 2023, 2023, Monaco
- ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Global Marketing Conference, 2023
- PUESCHEL, J., S. MOOKHERJEE, S. HAO, A. GOUDEY, "Metaverse & Brands" in Special Conference on Metaverse, Advances in Consumer Research, 2023
- GOUDEY, A., J. PUESCHEL, S. MOOKHERJEE, S. HAO, "Brands in Metaverse", Global Marketing Conference, 2023
- PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Fifty Years of Consumer Research, 2023
- PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" in International Conference on Crypto-Marketing, 2022
- PUESCHEL, J., S. MOOKHERJEE, "Luxury Brands in Metaverse" in Association for Consumer Research, 2022
- PUESCHEL, J., ""I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers" in ATLAS-AFMI Conference, 2018, Paris, France
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in EURAM, 2018, Reykjavík, Iceland
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Academy of Marketing Science Annual Conference, 2018, New Orleans, United States
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Monaco Symposium on Luxury, 2018, Monaco, Monaco
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in ANZMAC Conference, 2017, Melbourne, Australia
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Global Fashion Management Conference, 2017, Vienna, Austria
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in The Mystique of Luxury Brands Conference, 2017, Seoul, Korea, Republic Of
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Atlas-AFMI Conference, 2017, Antananarivo, Madagascar
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in Monaco Symposium on Luxury, 2016, Monaco, Monaco
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in Atlas-AFMI Conference, 2016, Nice, France
Communication dans une conférence sans actes
- PUESCHEL, J., M. C.ZANETTE, M.TOUZANI, "Re-arranging dressing practices: the role of objects in spreading ugly luxury " Marketing Research Seminar - Neoma Business School. 2021, On-line, France
- PUESCHEL, J., "Luxury brands and luxury consumers in the GCC countries" ecture / Workshop for graduate students of Paris – Dauphine University. 2018, Dubai, Émirats Arabes Unis
- PUESCHEL, J., "Consumption of counterfeit luxury goods" Research Seminar of M-Labs, Dauphine University. 2018, Paris, France
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" Research Seminar of Sociology and Philosophy Department,Paris-Sorbonne University Abu Dhabi. 2016, Abu Dhabi, Émirats Arabes Unis
- PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" Women Empowerment, French Embassy. 2016, Abu Dhabi,, Émirats Arabes Unis
Revues professionnelles
- PUESCHEL, J., "The role of culture in the consumption of luxury and luxury counterfeits", Luxury adviser, Janvier 2022
- PUESCHEL, J., "THE METAVERSE COULD BE A GOLDMINE FOR LUXURY BRANDS – BUT ONLY IF THEY LISTEN TO GAMERS’ CONCERNS", Luxury adviser, 2022