Samy BELAÏD

Samy BELAÏD is a Professor of Marketing at EM Normandie since 2008, holding a PhD in Management Sciences from Università di Corsica Pasquale Paoli (2001). His work centers on psychometric scale development for brand image, private label dynamics, B2B relationships, and consumer behavior in emerging markets. He has authored over 30 peer-reviewed articles in journals like Marketing Intelligence & Planning, Journal of Retailing and Consumer Services, and Revue Française de Gouvernance d’entreprise, alongside conference presentations at global venues such as the International Conference on Global Retail Brand Management and the AFM Congress.

Key research areas include:

• Private label branding strategies and co-creation dynamics
• Ethnocentrism and religious influences on consumer behavior in post-Arab Spring regions
• Authenticity in terroir products and retail chains
• Metaverse implications for consumer attitudes and marketing
• Consumer trust and loyalty in emerging markets

He has contributed to interdisciplinary projects linking marketing to technology (AI ethics, metaverse applications) and culture. His work bridges theoretical frameworks with practical insights for retailers and brands in both developed and emerging economies.