Montpellier Business School

Dr. Klucarova Sona

Klucarova Sona
Fonction Research and teaching fellow
Research themes consumer behavior
Teaching department Marketing, Sales and Communication Department


Short Bio

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.

Selected intellectual contributions

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.

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