I am an Assistant Professor of Marketing at Montpellier Business School (MBS; France). I will join IÉSEG School of Management (Paris campus) in September 2017. I have a Master in Management from ESCP Europe (Paris) and a PhD from HEC Montreal (Canada). My research interests include: marketing communication (advertising, sponsoring, and celebrity endorsement), consumer responses […]Read more "Presentation"
Publications Boeuf. B. and Darveau J. (2017), “Posting From Beyond the Grave: An Autopsy of Consumer Attitudes Toward Promotional Communication in a Posthumous Context”, International Journal of Research in Marketing. Boeuf B. and Darveau J. (2017), “An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity”, Journal of Business Ethics. Boeuf B. (2017), “The […]Read more "Publications and Conferences"