Marie-Agnès Parmentier

Marie-Agnès Parmentier is a Professor at the Department of Marketing, HEC Montréal. She holds a M.Sc. in Marketing from HEC Montréal and a Ph.D. in Business Administration from York University. She is a member of the Chair in Arts Management. Her research focuses on branding, communities of consumption, fashion marketing, and qualitative research methods. She has advised 1 PhD and 8 Master’s theses, along with 5 supervised projects in areas like sustainable fashion practices and digital communication strategies.

Her recent publications include studies on netnographic research guidelines, age-inclusive branding in beauty markets, and digital consumption in gaming contexts. She teaches courses such as Marketing de la mode, Consumer Culture Theory, and Netnographie en marketing. Her work bridges theory and practice, emphasizing participatory culture, media consumption trends, and ethical branding strategies.

Notable collaborations include co-authoring the 2019 Research in Consumer Culture Theory and co-editing cases like TomboyX: Building an Inclusive Digital Communication Plan. She actively contributes to academic discussions on consumer behavior and qualitative methodologies.