Charlotte Lecuyer

Charlotte Lecuyer is a Lecturer at the University of Clermont Auvergne, affiliated with the Strategy, Territory and Actor Networks (STeRA) research group and Clermont Recherche Management (CleRMa). She serves as Head of the Commercial Management and International Business Course for Master 2 level students and is a member of the reading committee of the Journal of Advertising Research. She was elected as an alternate member of the CNU section 06.

Dr. Lecuyer's research focuses on two main areas:

• Corporate Social Responsibility: Socially responsible communication, CSR communication according to company governance modes, and brand activism
• Consumer Behavior: Consumer perceptions of corporate social responsibility, relationship marketing, and consumer perceptions of corporate governance

Her publication record demonstrates a sustained research program examining how governance structures influence consumer perceptions of social responsibility initiatives. She has conducted extensive comparative research between investor-owned banks and member-owned cooperative banks, revealing how organizational form affects CSR communication effectiveness. Her recent work on brand activism identifies that consumers often respond negatively to such campaigns due to perceived profit motives rather than genuine social concern. More recently, her research has expanded into technology adoption, examining consumer responses to smart services and connected devices.

Dr. Lecuyer serves on the reading committee of the Journal of Advertising Research and has presented her research at major international conferences including the European Marketing Academy and the International Congress of the French Marketing Association. Her work employs diverse methodological approaches including experimental designs, implicit association tests, and mixed-method research to uncover both explicit and implicit consumer attitudes toward corporate social responsibility initiatives.