Marion Garnier

Marion Garnier is a Professor in the Department of Marketing. She holds a PhD in Marketing from Pierre Mendès-France Grenoble II University (2006) and a Habilitation à Diriger des Recherches from Lille II University (2014). Her research focuses on digital marketing innovations, including virtual agents, online consumer behavior, and subcultural symbolism in branding. She explores interdisciplinary themes like avatar identification, gamification, and the interplay between physical and digital retail environments.

Her work spans academic journals such as Recherche et Applications en Marketing, Information & Management, and Journal of Marketing Management. Key themes include the societal impact of marketing technologies, gender dynamics in consumption, and the strategic use of subcultural symbols by luxury brands. Recent studies investigate how smart retail technologies enhance consumer experiences and redefine brand-consumer interactions.

Garnier’s research agenda emphasizes critical questions about post-growth marketing ethics and the cultural implications of digital transformation. Her interdisciplinary approach bridges consumer psychology, cultural studies, and technological innovation to address evolving challenges in modern marketing landscapes.