Richard HUAMAN RAMIREZ

Dr. Richard Huaman-Ramirez is an associate professor at KEDGE Business School, where he specializes in marketing. He earned his PhD from CERGAM, IAE - Graduate School of Management, in Aix-en-Provence, France, in 2015. In 2016, he completed a postdoctoral fellowship at the University of Texas Rio Grande Valley, where he was supervised by Professor Arturo Vasquez-Parraga. Subsequently, in 2023, he collaborated with Professor Norbert Schwarz to complete a visiting research fellowship at the University of Southern California. His research is primarily focused on experiential marketing, brand management and digital marketing. Structural equation modeling and experimental designs are employed in his research methodology. His scientific articles have been published in a variety of academic journals that specialize in marketing (Journal of Business Research, Psychology & Marketing, Journal of Retailing and Consumer Services, International Journal of Market Research), management (European Business Review, Journal of Safety Research, VOLUNTAS), and human resources (Personnel Review, Public Organization Review). Area of research: experiential marketing; brand management; digital marketing