Oxana LAHBIB

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oxana.lahbib@kedgebs.com

Oxana Lahbib is a Professor of Marketing at Kedge Business School in Bordeaux. She obtained her PhD in December 2023 at the University of Aix-Marseille (IAE, CERGAM). Her research focuses on luxury management, Corporate Social Responsibility (CSR), celebrity endorsement strategies and brand communication via social networks. Her work focuses more generally on the brand-consumer relationship, and generally mobilizes the experimental method. She teaches in French and English, at Bachelor and Master levels. Her teaching areas cover the fundamentals of marketing, techniques for collecting and analyzing quantitative and qualitative data, and luxury management.  

    Recent publications
    Publication Year of publication Type of publication
    KAPFERER, J.-N., O. LAHBIB, P. VALETTE-FLORENCE, "The Role of Price in Luxury" in The Sage Handbook of Luxury Brand Management and Marketing., Klaus Heine, Michel Phan, Ian Phau, Marie-Cecile Cervellon, and Eunjo Ko Eds, Sage Publications, chap. 34, pp. 469-482, 2026 2026 Book chapter
    LAHBIB, O., A. KESSOUS, P. VALETTE-FLORENCE, "Endorsing Sustainable Luxury: How Environmental and Social Engagements Activate Distinct Inward- and Outward-Oriented Consumer Responses", Journal of Retailing and Consumer Services, 2026, vol. 93, pp. 19 2026 Journal article
    LAHBIB, O., A. KESSOUS, P. VALETTE-FLORENCE, "Vers une meilleure compréhension du phénomène d’ambivalence dans l’endossement du luxe durable", Décisions Marketing, 2023, vol. 2, no. 110, pp. 85-114 2023 Journal article
    Teaching domains

    Marketing

    • Fundamentals of marketing
    • Mix marketing
    • Luxury service
    • International luxury brand management

    Methodology

    • Collection and analysis of qualitative and quantitative data
    Research domains

    Consumer Behavior

    Sustainable Development

    CSR

    Marketing