Mathieu Alemany Oliver

Mathieu Alemany Oliver is an Associate Professor in the Department of Marketing at Toulouse Business School. His research focuses on consumer behavior, brand management, and marketing ethics with an emphasis on topics such as conspiracy theory impacts, childlikeness in consumption, and brand-age perception. He explores intersections between narrative structures, digital consumption patterns, and sociocultural dynamics through a multidisciplinary lens.

Key research areas include analyzing how conspiracy narratives shape consumer-brand relationships, investigating the role of brand foundation dates in consumer attitudes, and studying fan communities' roles in service recovery. His work integrates qualitative comparative analysis (fsQCA), narratology, and ethical frameworks to address modern marketing challenges.

Notable contributions include studies on sharing economy bypass practices, materialism reinterpretations through cultural lenses, and the application of new materialism theories. His recent publications highlight evolving consumer behaviors in contexts like connected running technologies and manga market dynamics.

Mathieu has published extensively in peer-reviewed journals and presented at academic conferences. His research often bridges cultural studies, psychology, and business practices, addressing contemporary issues such as environmental anxiety and the ethical implications of big data in marketing.