Dr. Klucarova Sona
|Fonction||Research and teaching fellow|
|Research themes||consumer behavior|
|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.
Klucarova S. & He X. 2022. Status consumption and charitable donations: The power of empowerment. Psychology & Marketing, 39(6): 1116-1128.
Klucarova S. 2022. Do masks matter? Consumer perceptions of social media influencers who wear face masks amid the COVID-19 pandemic. Applied Psychology: An International Review, 71(2): 695-709.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.