David JAUD

David Jaud is an associate-professor of marketing at Kedge BS (Bordeaux). He was the deputy director of the research chair 'responsible consumption in 2020-2023. 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. Finally, his research looks at consumer wellbeing and responsible/meaningful consumption. He has published in international academic journals such as the British Food Journal, Food Quality and Preference, Journal of Advertising, Journal of Consumer Affairs, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, Psychology & Marketing. He teaches wine marketing and research methodology (quantitative methods) in the Specialized Masters (MVS, M.Sc. Wine & Spirits, M.Sc. Wine & Hospitality). He does some marketing consultancy for wine companies. Before his academic career, he worked at Planète Bordeaux, François Lurton, and mostly at Crédit Mutuel du Sud-Ouest as wine business banker.