BACHOUCHE Hajer

BACHOUCHE Hajer is an Associate Professor in the Marketing department at Toulouse Business School. Her research focuses on consumer empowerment strategies, brand equity, and marketing campaigns in digital and ethical contexts. She explores how brands leverage empowerment to engage customers and drive loyalty, with particular attention to gender dynamics and cause-related initiatives.

Her work includes analyzing consumer responses to crises, cost-of-living challenges, and packaging transparency. She has contributed to understanding the efficacy of empowerment strategies across various marketing frameworks, including CRM and cause-related campaigns. Key themes in her research include consumer participation, brand engagement, and the impact of empowerment on brand perception.

Notable publications investigate gender influences in femvertising, the evolution of consumer emotions during health crises, and the role of media literacy. She has also examined how brand familiarity and campaign accounts affect the relative benefits of empowerment strategies.