I am an Assistant Professor of Marketing at Montpellier Business School (MBS; France). I joined MBS in September 2015. 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 to death in marketing (necro-advertising, post-mortem […]Read more "Presentation"
Publications Boeuf B., Darveau J. and Legoux R. (2014), “Financing Creativity: The Crowdfunding As a New Approach for Theater Projects”, International Journal of Arts Management, 16 (3), 33-48. Andreani J.-C., Moulins J.-L., Conchon F., Pons C. and Boeuf B. (2014), “A Protean Approach of Trust: The Case of Drugs”, Décisions Marketing, 75 (3), 79-94. Boeuf […]Read more "Publications and Conferences"