معرفی
Yannik St-James is an Associate Professor in the Department of Marketing at HEC Montréal. He holds an M.Sc. in International Management from HEC Montréal and a Ph.D. in Marketing from Queen's University. His expertise focuses on consumer behavior, particularly identity projects and experiential aspects of consumption, brand management, food marketing, and qualitative research methods.
- Education:
- M.Sc. (gestion internationale), HEC Montréal
- Ph.D. (marketing), Queen's University
His research explores how consumers' identities intersect with cultural and experiential consumption patterns, brand legitimacy, and strategic brand management. Recent supervision includes master’s theses on topics such as luxury brand emergence, B2B client-brand relationships, and the role of cultural heritage in luxury hospitality.
He teaches courses like MARK 20110 (Product and Brand Management) and MARK 60104 (Strategic Brand Management). Over the past five years, he has directed 12 master’s theses and supervised two research projects.
