معرفی
Oula Bayarassou is an Assistant Professor in Marketing at EM Normandie since 2023. She holds a PhD in Management Sciences (Marketing) from Grenoble Alpes University (2019). Her research focuses on brand-consumer relationships, emotions towards brands, and qualitative methodologies. She has taught at multiple French institutions including IPAG and SCBS Department, and has over a decade of consulting experience with Le Sphinx.
Education: PhD in Management Sciences (Grenoble Alpes University, 2019).
Research interests include brand hate typology, consumer emotional responses to brands, gender dynamics in advertising (e.g., femvertising), body positivity movements, and crisis-era consumer behavior. Recent work addresses gender fluidity perceptions in fashion and the impact of personalization in advertising.
Key awards include the Prix du Cercle Marketing Client (2021) and first place in Ma thèse filmée competition (2019). Active in academic dissemination through videos explaining methodologies like MIEL (Mur d'Images En Ligne).
Professional activities include managing market research projects and supervising educational tools like Sphinx Campus software. Engaged in international conferences across North America, Europe, and Africa.
