معرفی
Alain d'Astous is an Honorary Professor in the Department of Marketing at HEC Montréal. He is affiliated with the Carmelle and Rémi Marcoux Chair in Arts Management and the Groupe de recherche sur le marketing des arts (Arts Marketing Research Group). His expertise spans consumer behavior, marketing research, and the influence of a product's country of origin. He holds an M.Sc. in Marketing from Université de Sherbrooke and a Ph.D. in Business Administration from the University of Florida.
His research focuses on sponsorship effectiveness, arts marketing, and consumer well-being. Notably, he co-directed the 2020 PhD dissertation titled *Le rôle de la continuité et de la discontinuité dans la transmission culturelle* with François Colbert. His work has explored topics such as country image effects, consumer reactions to premium promotions, and the psychological mechanisms behind consumption desires.
Key contributions include studies on the impact of sponsorship clutter, the role of legitimacy in social sponsorships, and the interplay between voluntary simplicity and consumer satisfaction. His articles frequently address cross-cultural marketing dynamics, global market segmentation, and ethical consumption behaviors.
He maintains a lab within the arts management chair and collaborates on projects involving experimental marketing research. While no specific grants or labs are detailed, his affiliations suggest active involvement in interdisciplinary initiatives.
