Montpellier Business School

Dr. Luffarelli Jonathan

Luffarelli Jonathan
Fonction Associate professor
Teaching department Marketing, Sales and Communication Department


Short Bio

Academic Appointments
I am an Associate Professor of Marketing at Montpellier Business School (Montpellier, France). Prior to joining Montpellier Business School, I worked as an Assistant Professor of Marketing at Cass Business School (London, UK; 2015-2018) and as an Adjunct Professor of Marketing at IE Business School (Madrid, Spain; 2012-2015).

Research Interests
My research interests lie in understanding the effects of brand aesthetics, brand personality, and corporate social responsibility on brand equity. To carry out my research, I employ various empirical methods, including experiments, surveys, event studies, and secondary data analyses.

For more information, please visit:

Selected intellectual contributions

Luffarelli J., Feiereisen S. & Zoghaib A. 2021. More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention. Psychology & Marketing, 38(11): 1973-1989.

Luffarelli J., Mukesh M. & Mahmood A. 2019. Let the logo do the talking: the influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5): 862-878.

Luffarelli J., Markou P., Stamatogiannakis A. & Gonçalves D. 2019. The effect of Corporate Social Performance on the financial performance of Business-to-Business and Business-to-Consumer Firms. Corporate Social Responsibility and Environmental Management, 26(6): 1333-1350.

Mahmood A., Luffarelli J. & Mukesh M. 2019. “What's in a Logo? The impact of complex visual cues in equity crowdfunding. Journal of Business Venturing, 34(1): 41-62.

Luffarelli J., Stamatogiannakis A. & Yang H. 2019. The Visual asymmetry effect: An interplay of logo design and brand personality on brand equity. Journal of Marketing Research, 56(1): 89-103.

Luffarelli J. & Amrou A. 2018. The impact of indirect corporate social performance signals on firm value: Evidence from an event study. Corporate Social Responsibility and Environmental Management, 25(3): 295-310

Luffarelli J., Dilney G. & Stamatogiannakis A. 2016. When feedback interventions backfire: Why more positive feedback may result in lower perceived self-competence and satisfaction with performance? Human Resource Management, 55(4): 591-614.

Stamatogiannakis A., Luffarelli J. & Haiyang Y. 2015. How to use visual design to boost brand equity? In R. Batra, C. Seifert & D. Brei (Eds.), The Psychology of Design: Creating Consumer Appeal. Routledge.


2020 - Quantitative Methods & Data Analysis on SPSS, avg. rating: 9.76/10 (Ph.D., University of Montpellier-EDEG)
2019 - Data Analytics for Marketing, avg. rating: 9.38/10 (MSc; Montpellier Business School)
2018 & 2019 - International Marketing, avg. rating: 9.06/10 (BIBA; Montpellier Business School)
2016 & 2017 - Marketing Strategy, avg. rating: 9/10 (EMBA; Cass Business School)
2016 - Brand Aesthetic & Sensory Marketing, avg.rating: n.a. (Ph.D.; Cass Business School)
2015-2017 - Marketing Strategy and Practice, avg. rating: 9.22/10 (MSc; Cass Business School)
2014 & 2015 - Introduction to Marketing, avg. rating: 9.66/10 (BBA; IE Business School)

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