Allan LUBART

Marketing Download CV

allan.lubart@kedgebs.com

Allan Lubart is assistant professor of Marketing at Kedge Business School, specialized in digital marketing. He conducted his PhD at the University Jean Moulin Lyon 3 – iae lyon, on the topic of gamification in a phygital retail context. His research investigates the impact of emerging technologies (e.g., blockchain, VR and metaverse, hybrid-reality games) for consumers, with a particular focus on the interplay between virtual and physical environments.

    Recent publications
    Publication Year of publication Type of publication
    LUBART, A., S. CAPELLI, "Gamification of the point of sale using hybrid-reality games: Non-players' negative influence on players' service experience", Technological Forecasting and Social Change, 2024, vol. 203, pp. 123380 2024 Journal article
    Teaching domains

    Marketing

    • Digital Marketing

    Methodology

    • Quantitative and qualitative methodology