Florent Girardin , PhD

Short Bio

Dr. Florent is an Associate Professor of Marketing at EHL. His academic research focuses on consumers’ reactions to brand and product positioning strategies. His research integrates different perspectives from philosophy, sociology and psychology to better understand the mechanisms underlying consumers’ formation of attitude toward brands and products as well as the impact of such attitudes on consumers’ life aspects. His work has been published in top-tier business journals such as Journal of Consumer Psychology, Psychology and Marketing, Journal of Retailing and Customer Services, or Tourism Perspectives. He has an extensive teaching experience in Hospitality Luxury Brand Management, Marketing, Advertising, and Marketing Research Methods. Florent has also worked as a Growth Driver at PriceWaterhouseCoopers.

Publications in Peer-Reviewed Journals

Girardin, F., Blal, I., & Lunardo, R. (Forthcoming). The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education.

Chen, M.-M., Zizka, L., Girardin, F., & Zhang, E. R. (2021). Explaining viewer affect with imagery diagnosis model. Tourism Management Perspectives, 38, 100814.

Girardin, F., Bezençon, V., & Lunardo, R. (2021). Dealing with poor online ratings in the hospitality service industry: The mitigating power of corporate social responsibility activities. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102676

Bezençon, V., Girardin, F., & Lunardo, R. (2020). When does an ethical attribute matter for product evaluation? The role of warm-glow feelings for low-rated products. Psychology & Marketing.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006

Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses. Psychology & Marketing, 32(9), 891-906. https://doi.org/10.1002/mar.20825

Funded Research Projects

Florent Girardin's Projects

Awards

C.W. Park Oustanding Contribution to the Journal of Consumer Psychology Award (2017)

Research Portals