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Marie-Cécile Cervellon

Professor
Marketing
EDHEC Business School
France

Professor Business and Management
Biography

Marie-Cécile Cervellon is a professor of Marketing at EDHEC BUSINESS SCHOOL in France with a specialty in luxury marketing (ref. her edublog LYTE at www.luxury-talentseducation.com). Her areas of research encompass #aspirationalbranding and #brandambassadors in high status and hedonic industries (perfume and cosmetics; fine food; wine and spirits) as well as #secondhandluxury. Her research is published in major international journals, such as MIT Sloan Management Review, Journal of Business Research, or International Journal of Research in Marketing. She was cited in Newsweek, The Financial Times and New York Times, among others. Marie-Cécile holds a PhD from McGill University, Montreal, Canada and a Master Research from Paris Dauphine University, France.

Research Intrest

Marketing Research, Global luxury operations,Marketing Management

List of Publications
CERVELLON Marie-Cécile, “Conspicuous Conservation: Using semiotics to understand sustainable luxury”, International Journal of Market Research (2013), Vol 55(5), pp.695- 717
CERVELLON, Marie-Cécile & BROWN, Stephen, “All the Fun of the Fans: Consuming Burlesque in an era of retro-mania”, Advances in Consumer Research (2015), 42, pp.271- 275
CERVELLON, Marie-Cécile, JEAN Sylvie & NGobo Valentin, “Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape”, Journal of Retailing and Consumer Services (2015), 27, pp.31-51, sponsored by Bonduelle group
KIM, Jae-Eun, LLOYD, Stephen & CERVELLON, Marie-Cécile, “Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement”, Journal of Business Research (2016), 69, pp.304-313
CERVELLON, Marie-Cécile & LIRIO, Pamela (2017), “When Employees don’t Like their Employers on Social Media”, MIT Sloan Management Review (Winter 2017), Vol. 58, N.2, pp.63-70

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