David JAUD

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David Jaud is an assistant-professor in marketing at Kedge BS (Bordeaux) and the deputy director of the research chair 'responsible consumption'. He holds a doctorate, obtained in 2018 from Massey University (Auckland, New Zealand). Before joining Kedge BS, he was a lecturer at Massey University. His research interests focus on imagination and fantasy themes, emotions and coping strategies related to food consumption. His research also focuses on wine consumer behaviour, such as the impact of wine labels on taste perception and purchasing behaviour, or the study of the determinants of responsible wine behaviour. He has published in international academic journals such as the Journal of Advertising, Food Quality and Preference, Journal of Retailing and Consumer Services. He teaches wine marketing and research methodology (quantitative methods) in the Specialized Masters (MVS, M.Sc. Wine & Spirits, M.Sc. Wine & Hospitality). Before his academic career, he worked at Planète Bordeaux, François Lurton, and mostly at Crédit Mutuel du Sud-Ouest as wine business banker.

    Recent publications
    Publication Year of publication Type of publication
    LUNARDO, R., D. JAUD, A. M. CORSI, "The narcissistic wine consumer: How social attractiveness associated with wine prompts narcissists to engage in wine consumption", Food Quality and Preference, 2021, vol. 88, pp. 104107 2021 Journal article
    DODDS, S., D. JAUD, V. MELNYK, "Enhancing Consumer Wellbeing and Behavior with Spiritual and Fantasy Advertising", Journal of Advertising, 2021, vol. 50, no. 4, pp. 354-371 2021 Journal article
    JAUD, D., V. MELNYK, "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency", Journal of Retailing and Consumer Services, 2020, vol. 53, pp. 101964 2020 Journal article
    Teaching domains

    Marketing

    • Strategic marketing
    • Branding
    • Consumer Behaviour

    Methodology

    • Quantitative Methods
    Research domains

    Consumer Behavior

    Brands & Branding

    Wine Management

    Kedge Insights
    Insights Others authors Category Expertise
    Image de soi et consommation de vin : Pourquoi les personnes narcissiques consomment plus de vin que la moyenne ? Renaud LUNARDO Expert’s view
    Food, wine & hospitality
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