Areas of research
- Supply chain and purchasing
- Consummer behaviour
Areas of teaching
- Marketing fundamentals
- Strategic marketing
- Operation management
- Supply chain and purchasing
Publications from the last 5 years
Conference proceedings
RUSU, C.R., BEN NASR , I. and ASSAF, C. (2024). Exploring the Interplay of Customer Journey, Brand Authenticity, and Customer Engagement: A Cyclical Pattern for Marketing Success. In: AMA Winter Academic Conference 2024. St. Pete Beach: Proceedings - AMA, pp. 811-815.
Conference papers (with selection committee)
DIOUF, D.O., GUYOTTOT, O., RUSU, C.R. and SOUAK, Y. (2026). Artificial Intelligence and the Construction of Professional Identity: Perceptions of Expertise and Professional Legitimacy in a Comparative Study of France, Morocco, and Senegal. In: JRMPA 2026 : Journée de Recherche Marketing sur les Pays d'Afrique. Dakar.
SOUAK, Y., DIOUF, D.O. and RUSU, C.R. (2026). Artificial Intelligence and Professional Identity Construction: Perception of Expertise and Legitimacy Among Students and Professionals. In: Acede Conference. Santander.
CELSE, J., KHAN, R.N. and RUSU, C.R. (2026). Beyond Retractions: How Academic Misconduct Shapes Students’ Perceptions of Higher Education Institutions. In: 5e Colloque International de Recherche et Action sur l’Intégrité Académique (IRAFPA) “Les métiers universitaires : quand la souffrance se dit”. Coimbra.
BARBOSA DE ALVARENGA, W., RUSU, C.R. and BEN NASR , I. (2025). What is essential for customer satisfaction? A necessary condition analysis in the B2B digitalmaritime services. In: ICTO2025 The International Conference on Technologies & Organization. Excelia Business School, La Rochelle.
BEN NASR , I., MANIS, K.T. and RUSU, C.R. (2024). Crafting Customer Connections in Hypermarkets and Supermarkets through Self-Store Image Congruence and Atmospherics: Structured Abstract. In: Academy of Marketing Science (AMS) Annual Conference. Coral Gables, FL.
Books chapters and other contributions
DIOUF, D.O., GUYOTTOT, O., RUSU, C.R. and SOUAK, Y. (2026). Rester humain face à l’IA générative : ce que nous apprennent les jeunes travailleurs. Telos.
RUSU, C.R. (2026). Cuando la IA traiciona las identidades profesionales. Emprendedores.
SOUAK, Y., RUSU, C.R. and DIOUF, D.O. (2026). Quand l’IA trahit les identités professionnelles. The Conversation, France.
RUSU, C.R. (2024). Guest speaker: Umbrella Brands and Consumer Purchasing Behavior: A Study of Mass Retail Markets. In: IRGO " Wine & Territory" research seminar. Université de Bordeaux.