Montpellier Business School

Dr. Luffarelli Jonathan

Luffarelli Jonathan
Fonction Associate professor
Research themes Effects of brand aesthetics and brand personality on brand equity
Teaching department Marketing, Sales and Communication Department
Contact

Mail: j.luffarelli@montpellier-bs.com

Short Bio

Dr. Jonathan LUFFARELLI is Dean of Research and Associate Professor of Marketing at Montpellier Business School (Montpellier, France). He holds a Ph.D. from IE Business School (Madrid, Spain). Prior to joining Montpellier Business School, he 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). His main research interests lie in understanding the effects of brand aesthetics and brand personality on brand equity. To carry out his research, he employs various empirical methods and techniques, including experiments, surveys, and the analysis of secondary data. His research has been published in premier academic journals such as the Journal of Marketing Research, Journal of Business Venturing, and Human Resource Management as well as leading managerial outlets such as Harvard Business Review and The Conversation. For more information, please visit: https://www.jonathanluffarelli.com

Selected intellectual contributions

Luffarelli J., Delre S.A. & Landgraf P. Forthcoming. How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years. Journal of the Academy of Marketing Science. [DOI: 10.1007/s11747-022-00895-2]

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.

Teaching

2020-2022: Quantitative Methods & Data Analysis on SPSS (Ph.D., University of Montpellier-EDEG)
2021: Data Analytics for Marketing (PGE; Montpellier Business School)
2019-2021: Data Analytics for Marketing (MSc; Montpellier Business School)
2018 & 2019: International Marketing (BIBA; Montpellier Business School)
2016 & 2017: Marketing Strategy (EMBA; Cass Business School)
2016: Brand Aesthetic & Sensory Marketing (Ph.D.; Cass Business School)
2015-2017: Marketing Strategy and Practice (MSc; Cass Business School)
2014 & 2015: Introduction to Marketing (BBA; IE Business School)

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