Benjamin BOEUF

Benjamin BOEUF is a Full Professor of Marketing at IÉSEG School of Management in France, specializing in consumer behavior, brand strategy, and marketing ethics. He holds a Ph.D. in Management Sciences from HEC Montréal (2016) and a Master's in Marketing from ESCP Europe (2010). His research focuses on cross-disciplinary topics including brand masculinity effects, health risk perceptions, sponsorship clutter, and ethical aspects of posthumous advertising. He has held academic positions at Montpellier Business School and HEC Montréal.

• Education: PhD (2016), HEC Montréal; Master (2010), ESCP Europe; Agrégation in Geography (2007), University of Paris-Nanterre

His research explores how existential anxieties (death, mortality) influence consumer decisions, brand equity dynamics in crisis situations, and the effectiveness of sponsorship strategies in competitive markets. Key areas include social media ethics, crowdfunding for arts, and political ideology's role in health risk perception.

Notable awards include the 2016 Teaching Excellence Award from Montpellier Business School. His work appears in journals like Marketing Letters, Journal of Business Ethics, and Psychology and Marketing.

Boeuf's current research investigates global brand leadership strategies (e.g., BYD's electric vehicle expansion), carbon emissions communication in tourism, and the intersection of consumer ethnocentrism with social class divides in international shopping behaviors.