Nathalie Fleck

Nathalie Fleck is a Professor at Paris-Dauphine-PSL University, holding a PhD in Management Sciences and a graduate of ESSEC Business School. She directs the Marketing Communication program within the university's Master's in Marketing & Strategy.

Research Interests

Her research focuses on consumer psychology, brand management, and strategic partnerships (co-branding, sponsorship, patronage, celebrity and influencer marketing). She explores the concept of incongruence in brand-consumer relationships, examining how mismatches between brand elements and consumer expectations can influence perceptions and behaviors.

• Brand personification through spokespersons
• Self-brand congruity theory
• Strategic brand partnerships
• CSR impacts on consumer loyalty
• Marketing in artisanal and luxury industries

Publications

Her work has been published in prestigious journals and she has co-authored the book Strategic Brand Management (Pearson) and contributed chapters to various edited volumes. Her research spans both theoretical frameworks and practical applications in diverse marketing contexts.