معرفی
Johanna Volpert serves as Associate Professor of Marketing at KEDGE Business School's Bordeaux campus, bringing expertise from dual academic training in accounting and marketing at ENS Cachan and doctoral research at IAE Paris (Sorbonne Business School). Her extensive teaching portfolio spans business schools, hotel schools, and preparatory institutions for business education.
Her educational foundation includes:
- Double major in accounting and marketing from ENS Cachan's Department of Economics and Management
- Doctoral thesis in marketing completed at IAE Paris
Volpert's research program critically examines brand heritage narratives, resurrection strategies for dormant brands, motherhood's influence on consumer behavior, and marketing dynamics within immersive gaming environments. This work bridges historical brand analysis with contemporary digital consumption patterns, particularly investigating how utilitarian brands leverage past narratives to regain market relevance as demonstrated in her Journal of Business Research publication.
Her recent output consists primarily of case studies analyzing streaming platforms (Netflix, Wednesday), luxury fashion (Gucci), food brands (Nutella, Cémoi, plant proteins), and second-hand marketplaces (Vinted), revealing consistent focus on digital disruption, cultural branding, and consumer ethics within competitive markets. The 2022 journal article establishes her methodological approach to measuring consumer reactions toward resurrected brands through narrative frameworks.
No scientific awards were documented in available materials.
Teaching responsibilities encompass marketing and accounting disciplines, though specific advising relationships or research grants remain unreported. Professional activities show no involvement with dedicated research laboratories or collaborative teams beyond standard academic functions.
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