Rod MC COLL

Dr. Rod MC COLL is a Full Professor of Marketing at Rennes School of Business (since 2000), specializing in strategic marketing, service quality, and digital media. He holds a Doctor of Education from RMIT University (2002) and has extensive editorial and academic service roles, including membership in the Research Committee and editorial boards of journals like Journal of Marketing Communications and International Journal of Advertising.

His research focuses on customer experience design, service recovery strategies, luxury brand positioning, and HR analytics. Notable contributions include studies on service guarantees, cross-cultural negotiations, and the psychological drivers behind luxury consumption. His work bridges theoretical frameworks (e.g., Elaboration Likelihood Model) with practical applications in advertising, retail, and B2B markets.

Key areas of expertise include memory-based customer experiences, digital marketing effectiveness, and the intersection of sustainability and luxury fashion. His research frequently explores how emotions, cultural differences, and technological advancements shape consumer behavior and organizational strategies.