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Noël ALBERT

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Noel holds a PhD in Marketing from the University of Grenoble, France. He is currently an Associate Professor of Marketing at Kedge Business School (France) and is a visiting scholar at Ivey Business School (Ontario, Canada) since 2016 and a visiting lecturer at Renmin University (Suzhou, China) since 2011. His main area of expertise is in relationship marketing. He specifically studies consumer brand relationships (eg: love, attachment, passion) as well as consumer relationships with celebrities (human brands) and endorsed brands. His work has been published in journal such as Journal of Business Ethics, Journal of Business Research, Journal of the Association for Consumer Research, Journal of Brand Management, Recherche & Applications in Marketing (French leading marketing journal), etc. He also serves as ad-hoc reviewers for different journals (Journal of Business Research, European Journal of Marketing, Journal of Advertising, Journal of Brand Management, Journal of Consumer Marketing , …). Specialties: Brand Relationships, Interpersonal Relationships, Celebrity Endorsement, Human brands.

    Recent publications
    Publication Year of publication Type of publication
    AMBROISE, L., N.ALBERT, "L’endossement par les célébrités : clarifications conceptuelles, synthèse critique et perspectives de recherche", Recherche et Applications en Marketing, 2020, vol. 35, no. 2, pp. 100-125 2020 Journal article
    ASHRAF, R., N.ALBERT, D.MERUNKA, M. A.KHAN, "Consumer involvement with corporate ads vs product ads: a cross-national study", Asia Pacific Journal of Marketing and Logistics, 2020, vol. 32, no. 2, pp. 322-342 2020 Journal article
    HUAMAN, R., N.ALBERT, D.MERUNKA, "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism", European Business Review, 2019, vol. 31, no. 6, pp. 926-946 2019 Journal article
    ALBERT, N., M.THOMSON, "A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations, and Identify Future Research Priorities", Journal of the Association for Consumer Research, 2018, vol. 3, no. 2, pp. 130-146 2018 Journal article
    ALBERT, N., L.AMBROISE, P.VALETTE-FLORENCE, "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?", Journal of Business Research, 2017, vol. 81, pp. 96-106 2017 Journal article
    HAHN, T., N.ALBERT, "Strong Reciprocity in Consumer Boycotts.", Journal of Business Ethics, 2017, vol. 145, no. 3, pp. 509-524 2017 Journal article
    ALBERT, N., D.MERUNKA, "Role of Brand Love in Consumer Brand Relationships" in Consumer Brand Relationships., Marc Fetscherin, Tobias Heilmann Eds, Palgrave Macmillan UK, pp. 15-30, 2015 2015 Book chapter
    Pedagogy

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