Renaud LUNARDO

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Renaud Lunardo est Professeur associé de Marketing à Kedge BS à Bordeaux (France). Il détient un doctorat de l’Université de Reims Champagne-Ardenne, ainsi qu’une Habiliation à Diriger des Recherches obtenue à l’Université Paris XII. Il a effectué des séjours en tant que chercheurs visitant à Louisiana Tech, HEC Montréal, et à la Fuqua School of Business à l’Université de Duke.
Ses centres d’intérêt en matière de recherche se concentrent principalement sur l’influence des stimuli marketing en magasin (variables d’atmosphère comme les odeurs d’ambiance, la musique, les couleurs…) sur les perceptions du consommateur vis-à-vis du magasin et ses inférences de manipulation. De façon plus générale, il s’intéresse à de nombreux sujets, la plupart d’entre eux traitant des émotions (plaisir, stimulation, culpabilité…).
A Kedge BS, Renaud Lunardo enseigne les techniques de collecte et d’analyse de données aux niveaux Bachelor et Master, ainsi qu’un cours de marketing sensoriel au sein du Master en Business International et du Msc Marketing.

    Publications récentes
    Publication Année de publication Type de publication
    Bompar, L., Lunardo, L. & Saintives, C. (2018). The effects of humor usage by salespersons: The roles of humor type and business sector. Journal of Business and Industrial Marketing, 33 (5), 599-609 2018 Article académique
    Chaney D., Lunardo R. & Mencarelli R. (2018). Consumption Experience: Past, Present and Future. Qualitative Market Research: An international journal, 21 (4), 402-420 2018 Article académique
    Lunardo, L., Bompar, L., Saintives, C. (2018). L’usage de l’humour par les vendeurs et son impact sur la performance : le rôle de la phase d’exploration et du type d’humour. Recherche et Applications en Marketing, 33 (2), avril, 6-26 2018 Article académique
    Parguel, B., Lunardo, R., Benoit-Moreau, F. (2017). Sustainability of the Sharing Economy in Question: When Second-Hand Peer-to-Peer Platforms Stimulate Indulgent Consumption. Technological Forecasting & Social Change, 125, 48-57 2017 Article académique
    Kraak, J., Lunardo, R., Herrbach, O.; Durrieu, F. (2017). Promises to employees matter, self-identity too: Effects of psychological contract breach and older worker identity on violation and turnover intentions. Journal of Business Research, 70, January, 108-117 2017 Article académique
    Renaud LUNARDO, "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations", Journal of Business Research. 2016 Article académique
    Lunardo, R. (2016) The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations. Journal of Business Research, Forthcoming 2016 Article académique
    Camille SAINTIVES, Renaud LUNARDO « Coping with Guilt: The Roles of Rumination and Positive Reappraisal in the Effects of Post-Consumption Guilt », Psychology & Marketing Vol. 33(5): 344–357 (May 2016) 2016 Article académique
    Chaney, D., Lunardo, R., Bressolles, G. (2016). Making the Store a Place of Learning: The Effects of In-Store Educational Activities on Retailer Legitimacy and Shopping Intentions. Journal of Business Research, 69 (12), December, 5886-5893. 2016 Article académique
    Lunardo, R., Bressolles, G., Durrieu, F. (2016). The interacting effect of virtual agents’ gender and dressing style on attractiveness and subsequent consumer online behavior. Journal of Retailing and Consumer Services, 30, 59–66 2016 Article académique
    Camille SAINTIVES, Renaud LUNARDO, "How guilt affects consumption intention: the role of rumination, emotional support and shame", Journal of Consumer Marketing, vol.33, n°1,2016, pp. 41–51 2016 Article académique
    Damien CHANEY, Renaud LUNARDO, Gregory BRESSOLLES. “Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions. Journal of Business Research,Forthcoming 2016 Article académique
    Lunardo, R., Livat, F. (2016). Congruency between colour and shape of the front labels of wine: effects on fluency and aroma and quality perceptions. International Journal of Entrepreneurship and Small Business, 29 (4), 528-541 2016 Article académique
    Jonas HOLMQVIST ; Renaud LUNARDO "The Impact of an exciting store environment on consumer pleasure and shopping behavior”, International Journal of Research in Marketing, vol. 32, n°1, 117-119 2015 Article académique
    Renaud Lunardo and Valery Bezençon (2015) ,"The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on Charitable Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 624-625. 2015 Article académique
    Renaud LUNARDO ; Olivier GERGAUD ; Florine LIVAT-PÉCHEUX "Celebrities as human brands: An investigation of the effects of personality and time on celebrities' appeal", Journal of Marketing Management, Special Issue on Celebrity Convergence & Transformation, vol. 31, n°5-6, 685-712 2015 Article académique
    Steven Shepherd and Renaud Lunardo (2015) ,"'Having It All' May Not Always Be Good: the Effects of Complementary Traits and Belief in a Just World on Brand Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 806-806. 2015 Article académique
    Damien CHANEY ; Renaud LUNARDO ; Camille SAINTIVES, « In-store quality (in)congruency as a driver of perceived legitimacy and patronage behavior », Journal of Retailing and Consumer Services, vol. 24, May 2015, pp. 51–59 2015 Article académique
    Renaud LUNARDO ; Dominique ROUX "In-Store Arousal and Consumers’ Inferences of Manipulative Intent in the Store Environment", the European Journal of Marketing, Vol. 49, Iss 5/6, pp. 646 -667, 2015 2015 Article académique
    Renaud LUNARDO ; Camille SAINTIVES "The effect of naturalness claims on perceptions of food product naturalness in the point of purchase", Journal of Retailing and Consumer Services, vol. 20, n°6, November 2013, pp. 529–537 2013 Article académique
    Natália ARAUJO PACHECO ; Renaud LUNARDO ; Cristiane PIZZUTTI DOS SANTOS “A Perceived-Control Based Model to Understanding the Effects of Co-Production on Satisfaction”, Brazilian Administration Review, vol. 10, n°2, April-June 2013, pp. 219–238 2013 Article académique
    Renaud LUNARDO. « Une étude exploratoire des inférences de contrôle du consommateur face à l’atmosphère du point de vente », Management & Avenir, n°55, automne 2012, pp. 59-79 2012 Article académique
    Renaud LUNARDO. "Negative effects of ambient scents on consuemrs' skepticism about retailer's motives", Journal of Retailing and Consumer Services, vol. 19, n°2, March 2012, pp. 179-185 2012 Article académique
    Natália ARAUJO PACHECO ; Cristiane PIZZUTTI DOS SANTOS ; Renaud LUNARDO. « Os efeitos do controle sobre as intenções comportamentais dos consumidores em episódios de insatisfação », RAE-Revista de administração de empresas, vol. 52, n°5, sept/oct 2012, pp. 502-516 2012 Article académique
    Lunardo Renaud (2010), Environnement du Point de Vente et Comportement du Consommateur: Une Approche Fondée sur la Dyade Motivation / Contrôle, Revue Sciences de Gestion, n° 77, 37-58. 2010 Article académique
    Lunardo Renaud and Ababacar Mbengue (2009), Perceived Control and Shopping Behavior: The Moderating Role of the Level of Utilitarian Motivational Orientation, Journal of Retailing and Consumer Services, 16, 6, 434-441. 2009 Article académique
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