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Renaud LUNARDO

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Renaud Lunardo is Associate Professor of Marketing at KEDGE Business School. He holds a PhD in Marketing from the University of Reims Champagne-Ardenne, as well as an HDR (Habilitation à Diriger des Recherches) from the University Paris XII. He has held positions as a visiting professor at Louisiana Tech, HEC Montreal, and Duke University Fuqua School of Business. His primary research interests focus on the effects of marketing in-store stimuli (e.g., atmospherics like ambient scents, music, colors…) on store perceptions and inferences of manipulative intent. More broadly, he is interested in topics relating to emotions (pleasure, arousal, guilt…). Renaud teaches data collection and analysis in the bachelor’s and master’s programs, as well as a course on sensory marketing in the master’s in International Business and Marketing.

    Recent publications
    Publication Year of publication Type of publication
    PETIT, O., R.LUNARDO, B.RICKARD, "Small is beautiful: The role of anticipated food waste in consumers’ avoidance of large packages", Journal of Business Research, 2020, vol. 113, pp. 326-336 2020 Journal article
    CHAOUALI, W., R.LUNARDO, I.BEN YAHIA, D.CYR, A.TRIKI, "Design aesthetics as drivers of value in mobile banking: does customer happiness matter?", International Journal of Bank Marketing, 2020, vol. 38, no. 1, pp. 219-241 2020 Journal article
    LUNARDO, R., C.SAINTIVES, "Comment l’autonomie rend-elle une expérience agréable ? Les rôles de la perception du risque et du contrôle personne", Recherche et Applications en Marketing, 2020, vol. 35, no. 1, pp. 45-64 2020 Journal article
    HOLMQVIST, J., Y.VAN VAERENBERGH, R.LUNARDO, M.DAHLÉN, "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use", Journal of Retailing, 2019, vol. 95, no. 2, pp. 115-129 2019 Journal article
    LUNARDO, R., B.RICKARD, "How do consumers respond to fun wine labels?", British Food Journal, 2019, vol. 122, no. 8, pp. 2603-2619 2019 Journal article
    LUNARDO, R., E.MOUANGUE, "Getting over discomfort in luxury brand stores: How pop-up stores affect", Journal of Retailing and Consumer Services, 2019, vol. 49, no. July, pp. 77-85 2019 Journal article
    LUNARDO, R., F.DURRIEU, "A Risk Avoidance Versus Typicality Account of Front Label Fluency Effects on Consumer’s Willingness to Pay: A Structured Abstract" in Management And Marketing Of Wine Tourism Businesses: Theory, Practice And Cases., Sigala, M & Robinson, R N.S Eds, Palgrave Macmillan, 2019 2019 Book chapter
    LUNARDO, R., F.PONSIGNON, "Achieving immersion in the tourism experience: The role of autonomy, temporal dissociation, and reactance", Journal of Travel Research, 2019, vol. 59, no. 7, pp. 1151-1167 2019 Journal article
    LUNARDO, R., L.BOMPAR - "Rip Curl : Du positionnement des produits au ciblage des clients, un retour à l’authenticité" - 2019, CCMP, France 2019 Case Study
    LUNARDO, R., L.BOMPAR - "Rip Curl: How Product versus Target Diversification Helps an Authenic (Re)Positioning and Commercial Performance" - 2019, CCMP 2019 Case Study
    CHAOUALI, W., I.BEN YAHIA, R.LUNARDO, A.TRIKI, "Reconsidering the “what is beautiful is good” effect: When and how design aesthetics affect intentions towards mobile banking applications", International Journal of Bank Marketing, 2019, vol. 37, no. 7, pp. 1525-1547 2019 Journal article
    BOMPAR, L., R.LUNARDO - "Boardriders distribution strategy Back to the endless summer for Quiksilver?" - 2018, CCMP 2018 Case Study
    BOMPAR, L., R.LUNARDO - "La stratégie de distribution de Boardriders Est-ce le retour à un « été sans fin » pour Quiksilver ?" - 2018, CCMP 2018 Case Study
    BOMPAR, L., R.LUNARDO, C.SAINTIVES, "The effects of humor usage by salespersons: the roles of humor type and business sector", Journal of Business and Industrial Marketing, 2018, vol. 33, no. 5, pp. 599-609 2018 Journal article
    CHANEY, D., R.LUNARDO, R.MENCARELLI, "Consumption experience: past, present", Qualitative Market Research: An International Journal, 2018, vol. 21, no. 4, pp. 402-420 2018 Journal article
    LUNARDO, R., C.SAINTIVES, "Coping with the ambivalent emotions of guilt and pride in the service context", Journal of Services Marketing, 2018, vol. 32, no. 3, pp. 360-370 2018 Journal article
    LUNARDO, R., L.BOMPAR - "Boardriders Mapping the Perceived Brand Image of QUIKSILVER and ROXY in a Highly Competitive Market" - 2018, CCMP 2018 Case Study
    LUNARDO, R., L.BOMPAR - "Cartographie de l'image des marques QUIKSILVER et ROXY du groupe Boardriders" - 2018, CCMP 2018 Case Study
    LUNARDO, R., L.BOMPAR, C.SAINTIVES, "L’usage de l’humour par les vendeurs et son impact sur la performance : le rôle de la phase d’exploration et du type d’humour", Recherche et Applications en Marketing (French Edition), 2018, vol. 33, no. 2, pp. 6-26 2018 Journal article
    KRAAK, J., R.LUNARDO, O.HERRBACH, F.DURRIEU, "Promises to employees matter, self-identity too: Effects of psychological contract breach and older worker identity on violation and turnover intentions", Journal of Business Research, 2017, vol. 70, pp. 108-117 2017 Journal article
    BENOIT-MOREAU, F., B.PARGUEL, R.LUNARDO, "Des vertus écologiques de la consommation collaborative : Le cas des plateformes d’échanges d’objets entre particuliers" in La consommation collaborative : Enjeux et défis de la nouvelle société du partage., Ed., De Boeck Supérieur, chap. 8, pp. 191-214, 2017 2017 Book chapter
    BOMPAR, L., R.LUNARDO - "ARENA : « WATER INSTINCT » La problématique marketing d'être un spécialiste" - 2017, CCMP 2017 Case Study
    BOMPAR, L., R.LUNARDO - "ARENA: “WATER INSTINCT” The marketing problems of being a specialist" - 2017, CCMP 2017 Case Study
    PARGUEL, B., R.LUNARDO, F.BENOIT-MOREAU, "Sustainability of the sharing economy in question: When second-hand peer-to-peer platforms stimulate indulgent consumption", Technological Forecasting and Social Change, 2017, vol. 125, pp. 48-57 2017 Journal article
    LUNARDO, R., G.BRESSOLLES, F.DURRIEU, "The interacting effect of virtual agents’ gender and dressing style on attractiveness and subsequent consumer online behavior", Journal of Retailing and Consumer Services, 2016, vol. 30, pp. 59-66 2016 Journal article
    CHANEY, D., R.LUNARDO, G.BRESSOLLES, "Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions", Journal of Business Research, 2016, vol. 69, no. 12, pp. 5886-5893 2016 Journal article
    LUNARDO, R., D.ROUX, D.CHANEY, "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations", Journal of Business Research, 2016, vol. 69, no. 12, pp. 6097-6105 2016 Journal article
    LUNARDO, R., F.PECHEUX LIVAT, "Congruency between colour and shape of the front labels of wine: effects on fluency and aroma and quality perceptions", International Journal of Entrepreneurship and Small Business, 2016, vol. 29, no. 4, pp. 528 2016 Journal article
    SAINTIVES, C., R.LUNARDO, "Coping with Guilt: The Roles of Rumination and Positive Reappraisal in the Effects of Postconsumption Guilt", Psychology & Marketing, 2016, vol. 33, no. 5, pp. 344-357 2016 Journal article
    SAINTIVES, C., R.LUNARDO, "How guilt affects consumption intention: the role of rumination, emotional support and shame", Journal of Consumer Marketing, 2016, vol. 33, no. 1, pp. 41-51 2016 Journal article
    LUNARDO, R., O.GERGAUD, F.PECHEUX LIVAT, "Celebrities as human brands: an investigation of the effects of personality and time on celebrities’ appeal", Journal of Marketing Management, 2015, vol. 31, no. 5-6, pp. 685-712 2015 Journal article
    CHANEY, D., R.LUNARDO, C.SAINTIVES, "In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior", Journal of Retailing and Consumer Services, 2015, vol. 24, pp. 51-59 2015 Journal article
    HOLMQVIST, J., R.LUNARDO, "The impact of an exciting store environment on consumer pleasure and shopping intentions", International Journal of Research in Marketing, 2015, vol. 32, no. 1, pp. 117-119 2015 Journal article
    LUNARDO, R., D.ROUX, "In-store arousal and consumers’ inferences of manipulative intent in the store environment", European Journal of Marketing, 2015, vol. 49, no. 5/6, pp. 646-667 2015 Journal article
    Pedagogy

    Marketing

    • Sensory marketing
    • Mix marketing

    Methodology

    • Data collection and analyses
    Kedge Insights
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    De l’intérêt de la mouche dans l’urinoir pour les décisions stratégiques en marketing None Publication highlight
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    Online Virtual Agents, gender and dressing styles Grégory BRESSOLLES François DURRIEU Video publication
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    Agents virtuels en ligne : genre et style Grégory BRESSOLLES François DURRIEU Video publication
    Marketing & new consumption
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