Areas of research
- Consumer behavior and social communication
- Generativity
- Environmental performance
Areas of teaching
- Luxury marketing
- Strategic marketing
- Operational marketing
- Marketing and innovation
- Customer Relationship Management
- Luxury industry and trends
Grants and awards
2nd Prix – Grand prix BVA de la recherche en marketing
BVA Xsight , Paris, France
Prix de thèse AFM 2019
Association Française du Marketing (AFM), Paris, France
Best Presentation Award at the 11th Annual Management Sciences Graduate Student Conference
Université Grenoble Alpes, Grenoble, France
Publications from the last 5 years
Articles
ASSAF, C., MONNE, J. and HARRIET, L. (2025). Gender and ESG Investing: Same Behavior but Different Motivations. International Review of Financial Analysis, 104(A), pp. 104327.
HARRIET, L., ASSAF, C. and DOSQUET, F. (2024). Understanding Marketing Experiences with the AOL: The Case of Wine. Recherches en Sciences de Gestion - Management Sciences - Ciencias de Gestión, 164(5), pp. 415-440.
ASSAF, C., MONNE, J., HARRIET, L. and MEUNIER, L. (2024). ESG investing: Does one score fit all investors’ preferences? Journal of Cleaner Production, 443, pp. 141094.
CHEBLI, Y., ASSAF, C. and VALETTE-FLORENCE, P. (2024). Global Corporate Reputation: a projective qualitative approach from a customer perspective". Qualitative Market Research, 27(1), pp. 108-128.
BENLEMLIH, M., VURAL YAVAŞ, and ASSAF, C. (2024). Economic policy uncertainty and access to finance: An international evidence. International Journal of Finance and Economics, 29(4), pp. 4836-4856.
ASSAF, C., BENLEMLIH, M., EL OUADGHIRI, I. and PEILLEX, J. (2024). Does policy uncertainty affect non‐financial disclosure? Evidence from climate change‐related information. International Journal of Finance and Economics, 29(4), pp. 4613-4629.
ASSAF, C., GROLLEAU, G. and MZOUGHI, N. (2023). Transforming Scandals into Entrepreneurial Opportunities. The Case of the Hospitality Industry. Hospitality and Society, 13(1), pp. 29-40.
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.
Conferences and other contributions
ASSAF, C., HARRIET, L. and SALVETAT, D. (2024). Images of the seven deadly sins shared on social networks : An asset during the recruitment process? In: 4e édition des journées de recherche en éthique : Le monde professionnel à l'heure du management éthique. ESSCA School of Management, Bordeaux.
YOUNESS, C., ASSAF, C., VALETTE-FLORENCE, P. and JAIN, V. (2024). Enhancing User Engagement on Destination Brand Facebook Pages. In: 2024 AMS World Marketing Congress. Bel Ombre, Mauritius.
ASSAF, C. and SALVETAT, D. (2023). Dilemmes agentiques, examen de l'influence des opinions collectives sur le comportement individuel : le cas des dons philanthropiques. In: 3e édition des journées de recherche en éthique « L’éthique en situations complexes et contemporaines : vers de nouvelles perspectives ». UQAM Montréal.
CHEBLI, Y., ASSAF, C. and VALETTE-FLORENCE, P. (2023). L’engagement des touristes avec les marques de destination sur les réseaux sociaux. In: Colloque international "Tourisme Technologie et Transition". Luxembourg.
ASSAF, C. and HARRIET, L. (2022). Données, Produits, Valeurs : le Shopper fait le Plein. In: 3rd DIF Conference. Lyon.