Isabelle AIME

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Isabelle Aimé, PhD is a permanent professor in marketing at KEDGE BUSINESS SCHOOL, Paris and is in charge of a Marketing MsC specialization in Paris. After ten years as a Marketing executive in FMCG companies such as Unilever and Yoplait, she began her academic career at Toulouse Business School, campus Barcelona (Spain), before joining IPAG BS in Paris and finally KEDGE. Her research focuses on branding, sponsorship and the impact of digitalization on marketing organizations.

    Recent publications
    Publication Year of publication Type of publication
    AIMÉ, I., F. BERGER-REMY, M.-E. LAPORTE, "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work", Journal of Business Research, June 2022, vol. 145, pp. 814-827 2022 Journal article
    BERGER-REMY, F., M.-E. LAPORTE, I. AIMÉ, "The reconfiguration of marketing organization in the age of digital transformation: a paradox perspective", Management Revue - Socio-Economic Studies, 2021, vol. 32, no. 2, pp. 108-127 2021 Journal article
    LAPORTE, M. -E., I. AIMÉ, F. BERGER-REMY, "La transformation digitale du marketing comme mode managériale : une démystification du discours des consultants", Management & Avenir, 2021, no. 122, pp. 89-113 2021 Journal article
    AIMÉ, I., "The dynamic construction of brand storytelling", Journal of Strategic Marketing, 2021 2021 Journal article
    ULRICH, I., S. L. AZAR, I. AIMÉ, "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands", Journal of Business Research, 2020, vol. 120, pp. 157-174 2020 Journal article
    AIMÉ, I., F. BERGER-REMY, M. -E. LAPORTE, "Lessons from nearly a century of the brand management system", Journal of Historical Research in Marketing, 2018, vol. 10, no. 4, pp. 420-450 2018 Journal article
    AZAR, S. L., I. AIMÉ, I. ULRICH, "Brand gender-bending", European Journal of Marketing, 2018, vol. 52, no. 7/8, pp. 1598-1624 2018 Journal article
    LAI , C., I.AIMÉ, La marque, Dunod, Paris, France, 2016 2016 Book
    Teaching domains


    Research domains

    Brands & Branding


    Strategic Management