Conférences et articles



Articles publiés


  • Maman (2017), “Ingredient Branding to Build a Luxury Cluster-the Case of Calais Lace”, Journal of Textile Engineering & Fashion Technology, 2 (3)

  • Maman (2015) "The Experimental Aspect of Purchasing Non-deceptive Luxury Counterfeits - When Sense Meets Sensibility", Décisions Marketing, 80


  • Maman (2014), "Making Consumers Switch from Counterfeit to Genuine Luxury", European Retail Research,28 (1),1-26


  • Maman, Gromova & Vignolles (TBC), "Group Buying Websites as a Communication Tool”, The International Journal of Marketing Principles and Practices 


  • Maman & Kourdoughli (2014), "The E-semiotics of Luxury", Journal of Global Fashion Management, 5 (3)


  • Maman (2014) "Qualitative Consumer & Marketing Research", Journal of Consumer Marketing, 23 (4)


  • Ozcan, Maman & Turk (2012), “Consumer Attitudes Toward Counterfeited Products: Three Country Analysis”, The Journal of Euromarketing, 21 (2-3).


  • Maman, (2011) "Memorable Customer Experiences – A Research Anthology", Journal of Consumer Marketing, Vol. 28 (3), 241 – 242. 



Chapitres de livre publiés


  • Maman & d'Andrea (2016), "Multicultural Human Capital in Luxury Companies" in Luxusmarkenmanagement de W.M Thiene, Springer,Allemagne 


  • Maman & Talbi (2016), " Food Retailing in Remote Areas: Lessons from the French Polynesia Case Study", dans A Stakeholder Approach to Managing Food par A. Lindgreen, M.Hingley, R.Angell, J.Memery & J.Vanhamme, Gower Publishing Ltd,UK. 


  • Maman & Sommer (Sept.2015), "Motivations Behind Becoming a Blogger & their Business Implications - The Case of Fashion", dans Capturing,Analysing, and Managing Word-of-Mouth in the Digital Marketplace, IGI Global, IGI Global


  • Maman (Nov 2014), "The Counterfeit Timer", in The Management of Luxury, Palgram


  • Maman & Depigny (Nov 2014), "Managing Price Fluctuation of Raw Materials in Luxury: The Case of Gold in High-Jewellery", in The Management of Luxury, Palgram



Etudes de cas publiées


  • “Schobrunn – Gestion de Marque en Chine” (Schobrunn – Brand Management in China), CCMP, Paris, Sept 2012


  • “Route du Rhum & Image de la Guadeloupe – Impact d’un événement sur l’image d’une destination touristique”  (The Route du Rhum and Guadeloupe’s Image – Impact of a Marketing Event on the Image of a Tourist Destination), CCMP, Paris, Juillet 2013 


  • Rapports: 
    • Etude sur les Valeurs Associées au 'Made in France' chez les consommateurs français et étrangers, pour le Ministère de l'Économie, Paris, 2014  



Actes de conférences


  • "Les codes du luxe à l'épreuve du digital - La e-sémiotique du luxe", Conférence Gemode La Sorbonne (Paris), Mars 2014.


  • "Toward a Synthetic Framework on the Country of Origin Effect and of its Marketing and Managerial Implications on the Fashion Industry", Global Fashion Management Conference (London), Feb. 2014.


  • "The E-Semiotics of Luxury" & "Motivation à l'engagement des spectateurs pour les structures d'Arts Vivants",  13th International Marketing Trends Conference (Venezia), Jan. 2014.


  • L'effet 'Made In' sur le comportement des consommateurs, l'Usine Nouvelle, décembre 2013


  • "Dans le monde des Vu' Cumpra (vendeurs à la sauvette de contrefaçons)", Congrès Annuel de l'Association Française de Sociologie (Nantes), Septembre 2013.


  • "Vers une lecture synthétique de l'effet du pays d'origine et de ses conséquences marketing et managériales dans le secteur de la mode", Colloque Sciences et Décisions Marketing (Paris), Avril 2013.


  • “From luxury counterfeits to genuine goods: switching opportunities? A segmentation of consumers”, ACR Conference, Vancouver (Canada), October 2012.


  • “Branded Content: Toward a Segmentation of Relevant Audiences” (Sors & Maman), 2nd International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), September 2012.


  • "Structural Semiotics and Brand Meaning (focus on Luxury Brands)”,Sémiofest, London (UK), May 2012.


  • “Food Retailing in Remote Areas: The French Polynesia Case Study” (Maman & Talbi) & “The Counterfeit Ritual: Inside the Selling World of Vu Cumprà”, 18th International Conference on Recent Advances in Retailing and Consumer Services Science, San Diego (United States), July 2011.


  • “Sustaining Brand Reputation in the Face of Counterfeiting: Considerations on the Complexity of a Business with Many Faces” (Maman & Nyeck),Brand Camp, University of Innsbrück (Austria), March 2011.


  • Symposium “Now I see What you Mean: Emerging Methodologies for Revealing Consumers’ Brand Meanings”, ACP Annual Winter Conference, Atlanta (USA), February 2011.


  • “Using Netnography and Structural Semiotics to Analyse Anti-counterfeiting Discourses on Facebook”, 8th International Qualitative Research Conference, Bournemouth University (UK), September 2010.


  • “From Luxury Counterfeits to Genuine Goods: Insights for Marketers & Retailers to Make Consumers Switch”, 17th International Conference on Recent Advances in Retailing and Consumer Services Science, Istanbul (Turkey), July 2010.


  • “Buying Counterfeit Specialty Goods: A Multi-Country Exploration of Consumer Motivations” (Phan, Lu, Maman & Luciana De Araujo), CCT 5 Conference, Wisconsin (USA), June 2010.


  • “Sustaining Brand Reputation in the Face of Counterfeiting: Does the Type of Counterfeiting Matter?” (Maman & Biswas), 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Rio de Janeiro (Brazil), May 2010.


  • “Non-deceptive Counterfeiting: Can We Call It a Misbehaviour?”, 9th International Marketing Trends Conference, Venezia (Italy), January 2010.


  • “The World of Luxury as Seen by Consumers of Non-deceptive Luxury Counterfeit Goods”, 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group, Cambridge (UK), September 2009.


  • “Anti-counterfeiting Campaigns: Much Ado About Nothing?” AMA Conference, Chicago (USA), August 2009.


  • “Non-deceptive Counterfeiting of Luxury goods: A Postmodern Approach to a Postmodern (Mis)behaviour”, 4th International Research Days in Marketing Communication, Aahrus (Denmark): Aahrus School of Business, March 2009.


Contact et rendez-vous

Pour toute question ou prise de rendez-vous, vous pouvez nous joindre à l'adresse suivante:


Vous pouvez également utiliser notre formulaire de contact.


Conference @IUM in Monaco

Date: 6th June 2018

Topic: Luxury & Semiotics

Conference @AMS (Academy of Marketing Science) in Porto

Date:27th-29th June 2018


Talk 1 : Communication Strategies Used to Promote a Made In and ‘Terroir’ Culture – The Case of France


Talk 2: Strategic Image Management of CSR for Luxury Brands - The Case of Luxury Hospitality


More info: