معرفی
Oxana Lahbib is a lecturer and researcher in marketing at KEDGE Business School on the Bordeaux campus. She is completing her doctorate at Aix-Marseille University (IAE, CERGAM) in December 2023. Her teaching spans bachelor's and master's programs in French and English, focusing on marketing fundamentals, data collection/analysis techniques, and luxury management.
Her research centers on luxury management, CSR, celebrity endorsement strategies, and brand communication via social media. She explores brand-consumer relationships using experimental methodologies, contributing to sustainable luxury studies and consumer ambivalence in endorsement contexts.
Recent publications include a 2023 article in Décisions Marketing analyzing ambivalence in sustainable luxury endorsements. This work intersects with broader themes of consumer psychology and ethical branding in digital environments.
Her professional profile combines academic rigor with practical applications in luxury brand strategy and digital marketing.
