Clara KOETZ

Clara KOETZ is an Assistant Professor at Rennes School of Business, specializing in Marketing with a focus on consumer emotions, social influence, and customer experience. She holds a Doctorate from Université de Rennes 1 (France) and Federal University of Rio Grande do Sul (Brazil), alongside an MBA from the latter. Her academic career includes roles at Universidade Feevale and Universidade de Santa Cruz do Sul in Brazil before joining Rennes School of Business in 2013. She served as Programme Manager for the MSc in International Communication and Digital Marketing until 2021.

Her research explores emotional drivers in consumer behavior, including digital human interactions, AI-mediated relationships, and disability advertising. Notable projects include studies on emotional identities in disability marketing and the impact of social sharing in virtual communities. She frequently presents at international conferences such as the Association for Consumer Research and the Global Marketing Conference.

Clara’s work bridges theoretical marketing concepts with practical applications, emphasizing ethical considerations and cross-cultural dynamics. Her contributions span over two decades, with publications in journals like Journal of Business Research and Journal of Business Strategy.