Renaud LUNARDO

Marketing

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
    Damien CHANEY, Renaud LUNARDO, Gregory 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 Refereed Article
    Renaud LUNARDO ; Florine 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, Forthcoming 2016 Refereed Article
    Johannes KRAAK ; Renaud LUNARDO ; O. HERRBACH; François 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, DOI: 10.1016/j.jbusres.2016.06.015 2016 Refereed Article
    Renaud LUNARDO, "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations", Journal of Business Research. 2016 Refereed Article
    Renaud Lunardo and Valery Bezençon (2015) ,"The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on Charitable Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 624-625. 2015 Refereed Article
    Renaud LUNARDO ; Gregory BRESSOLLES ; François DURRIEU, "The interacting effect of virtual agents’ gender and dressing style on attractiveness and subsequent consumer online behavior", Journal of Retailing and Consumer Services, vol. 30, 2016, pp. 59–66http://dx.doi.org/10.1016/j.jretconser.2016.01.006 2016 Refereed Article
    Camille SAINTIVES, Renaud LUNARDO, "How guilt affects consumption intention: the role of rumination, emotional support and shame", Journal of Consumer Marketing, vol.33, n°1,2016, pp. 41–51 2016 Refereed Article
    Damien CHANEY, Renaud LUNARDO, Gregory 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,Forthcoming 2016 Refereed Article
    Steven Shepherd and Renaud Lunardo (2015) ,"'Having It All' May Not Always Be Good: the Effects of Complementary Traits and Belief in a Just World on Brand Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 806-806. 2015 Refereed Article
    Lunardo, R. (2016) The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations. Journal of Business Research, Forthcoming 2016 Refereed Article
    Camille SAINTIVES, Renaud LUNARDO « Coping with Guilt: The Roles of Rumination and Positive Reappraisal in the Effects of Post-Consumption Guilt », Psychology & Marketing Vol. 33(5): 344–357 (May 2016) 2016 Refereed Article
    Renaud LUNARDO ; Olivier GERGAUD ; Florine LIVAT-PÉCHEUX "Celebrities as human brands: An investigation of the effects of personality and time on celebrities' appeal", Journal of Marketing Management, Special Issue on Celebrity Convergence & Transformation, vol. 31, n°5-6, 685-712 2015 Refereed Article
    Damien CHANEY ; Renaud LUNARDO ; Camille SAINTIVES, « In-store quality (in)congruency as a driver of perceived legitimacy and patronage behavior », Journal of Retailing and Consumer Services, vol. 24, May 2015, pp. 51–59 2015 Refereed Article
    Renaud LUNARDO ; Dominique ROUX "In-Store Arousal and Consumers’ Inferences of Manipulative Intent in the Store Environment", the European Journal of Marketing, Vol. 49, Iss 5/6, pp. 646 -667, 2015 2015 Refereed Article
    Jonas HOLMQVIST ; Renaud LUNARDO "The Impact of an exciting store environment on consumer pleasure and shopping behavior”, International Journal of Research in Marketing, vol. 32, n°1, 117-119 2015 Refereed Article
    Renaud LUNARDO ; Camille SAINTIVES "The effect of naturalness claims on perceptions of food product naturalness in the point of purchase", Journal of Retailing and Consumer Services, vol. 20, n°6, November 2013, pp. 529–537 2013 Refereed Article
    Renaud LUNARDO. « Une étude exploratoire des inférences de contrôle du consommateur face à l’atmosphère du point de vente », Management & Avenir, n°55, automne 2012, pp. 59-79 2012 Refereed Article
    Natália ARAUJO PACHECO ; Renaud LUNARDO ; Cristiane PIZZUTTI DOS SANTOS “A Perceived-Control Based Model to Understanding the Effects of Co-Production on Satisfaction”, Brazilian Administration Review, vol. 10, n°2, April-June 2013, pp. 219–238 2013 Refereed Article
    Natália ARAUJO PACHECO ; Cristiane PIZZUTTI DOS SANTOS ; Renaud LUNARDO. « Os efeitos do controle sobre as intenções comportamentais dos consumidores em episódios de insatisfação », RAE-Revista de administração de empresas, vol. 52, n°5, sept/oct 2012, pp. 502-516 2012 Refereed Article
    Renaud LUNARDO. "Negative effects of ambient scents on consuemrs' skepticism about retailer's motives", Journal of Retailing and Consumer Services, vol. 19, n°2, March 2012, pp. 179-185 2012 Refereed Article
    Lunardo Renaud and Ababacar Mbengue (2009), Perceived Control and Shopping Behavior: The Moderating Role of the Level of Utilitarian Motivational Orientation, Journal of Retailing and Consumer Services, 16, 6, 434-441. 2009 Refereed Article
    Lunardo Renaud (2010), Environnement du Point de Vente et Comportement du Consommateur: Une Approche Fondée sur la Dyade Motivation / Contrôle, Revue Sciences de Gestion, n° 77, 37-58. 2010 Refereed Article
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