Julia PUESCHEL

Julia PUESCHEL is an Assistant Professor of Marketing and Director of the MSc Luxury Marketing program at Neoma Business School. She holds a PhD in Management Sciences from Paris Dauphine University. Her research focuses on luxury marketing, counterfeit consumption, consumer behavior, and qualitative research methods. She teaches courses in consumer behavior, marketing strategy, product innovation, and qualitative research.

Her education includes a Doctorat en Science de Gestion (Marketing Specialization) from Université Paris Dauphine, PSL. Prior to academia, she held management roles in the UAE, fostering expertise in luxury brand dynamics.

Her research interests emphasize cultural dimensions of counterfeit luxury consumption, digital luxury wearables, metaverse branding, and generational influences on consumer behavior. Recent work explores luxury memes, ugly luxury phenomena, and sustainable practices in luxury markets.

Key research trends include examining cultural perceptions in counterfeit consumption (GCC markets), digital transformation of luxury through metaverse applications, and the evolving role of cultural intermediaries in brand meaning creation. Over 20 conference presentations and 9+ publications since 2017 reflect her active research profile.

Luxury brand innovation and digital strategies form core advisory areas. She collaborates with institutions like M-Labs Paris Dauphine and Sorbonne University Abu Dhabi. Her work bridges academic insights with practical applications in luxury industry challenges.