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 […]

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Publications and Conferences

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 […]

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