Dr. Sona Klucarova
Research and teaching fellow
Research themes :
Teaching department :
Marketing, Sales and Communication Department
Dr. Sona Klucarova joined Montpellier Business School as a Postdoctoral Researcher in September 2020. She received her Ph.D. from the University of Central Florida, USA. Her research interests include social status, conspicuous consumption, prosocial behavior, social perception, and consumer adoption of artificial intelligence. Her research has been published in Marketing Letters.
Selected Intellectual Contributions
Klucarova S. Forthcoming. Do masks matter? Consumer perceptions of social media influencers who wear face masks amid the COVID-19 pandemic. Applied Psychology: An International Review.Klucarova S. & Hasford J. Forthcoming. The oversharenting paradox: When frequent parental sharing negatively affects observers' desire to affiliate with parents. Current Psychology.
Urumutta Hewage G. S., Klucarova S. & Boman L. 2021. The effects of political ideology and brand familiarity on conspicuous consumption of fashion products. Journal of Global Fashion Marketing, 12(4): 343-358.
Zemack-Rugar Y. & Klucarova-Travani S. 2018. Should donation ads include happy victim images? The moderating role of regulatory focus. Marketing Letters, 29(4): 421-434.