معرفی
Laurent Maubisson is an Associate Professor at IAE Tours (Institute of Business Administration of Tours), University of Tours, where he serves as Deputy Director in charge of research and quality. He is also Associate Researcher at the Vallorem Management Research Laboratory and co-holder of the "Value and Sustainable Consumption" Research Chair. His academic work focuses on consumer behavior, marketing, and statistical research methods.
Dr. Maubisson's primary research interests span consumer behavior, particularly in experiential marketing, value perception, and digital experiences. His work examines how consumers interact with heritage sites, digital technologies, and healthcare services, with a special focus on perceived value, customer satisfaction, and loyalty mechanisms. He has made significant contributions to understanding vaccination behaviors in France and the application of augmented reality in cultural tourism.
His publications demonstrate a strong focus on methodological rigor, with numerous articles in top marketing journals. Recent work explores the relationship between perceived value and Net Promoter Score, the impact of augmented reality on heritage site experiences, and consumer flow states in digital environments. His research often bridges theoretical marketing concepts with practical applications in retail, tourism, and healthcare contexts.
Dr. Maubisson has received multiple prestigious awards for his research, including:
- Prix du meilleur article de recherche Fnège 2024
- Best paper award at the 2024 Marketing Digital Colloque
- Editors Choice for his 2022 International Journal of Arts Management article
- Best paper award at the 2021 International Marketing Trends Conference
- Prix Etienne Thil « Jeune chercheur » 2015
As Co-head of the Master's in Strategic and Digital Marketing at IAE Tours, Dr. Maubisson actively supervises student research projects and collaborates with industry partners. His work with the "Value and Sustainable Consumption" Research Chair has led to numerous collaborative projects examining consumer behavior in sustainable contexts.
Dr. Maubisson works closely with the Vallorem Management Research Laboratory, where he contributes to multiple research teams focusing on consumer behavior, marketing innovation, and methodological approaches in social sciences. His interdisciplinary approach often bridges marketing, psychology, and healthcare research.
