Montpellier Business School

LUFFARELLI Jonathan

LUFFARELLI Jonathan
Position Associate Professor
Academic department Marketing, Sales, & Branding
Contact 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). Prior to joining Montpellier Business School, he worked as an Assistant Professor of Marketing at Bayes Business School (previously Cass Business School; London, UK; 2015-2018). He also worked as an Adjunct Professor of Marketing at IE Business School (Madrid, Spain) while completing his PhD in that business school.

His main research interests lie in understanding the effects of brand aesthetics and personality on brand equity. Additionally, he has published research on the use of verbal metaphors and music in marketing communications, electronic word of mouth, the impact of corporate social performance on firm financial performance, and satisfaction with relative performance evaluations. To carry out his research, he employs various empirical methods and techniques, including experiments, surveys, implicit asociation tests, and longitudinal data analysis.

His research has been published in premier academic journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Business Venturing, and Human Resource Management. He has also published in the Journal of Business Research, Psychology & Marketing, and Corporate Social Responsibility and Environmental Management, as well as leading managerial outlets such as Harvard Business Review, The Conversation, and Entrepreneur and Innovation Exchange.

For more information, you can visit: https://www.jonathanluffarelli.com

Selected intellectual contributions

LUFFARELLI, J., S. DELRE, P. LANDGRAF, "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, May 2023, vol. 51, no. 3, pp. 598-616

DELRE, S., J. LUFFARELLI, "Consumer reviews and product life cycle: On the temporal dynamics of electronic word of mouth on movie box office.", Journal of Business Research, February 2023, vol. 156, no. February 2023, pp. 113329

LUFFARELLI, J., S. FEIEREISEN, A. ZOGHAIB, "More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention.", Psychology and Marketing, November 2021, vol. 38, no. 11, pp. 1973-1989

LUFFARELLI, J., M. MUKESH, A. MAHMOOD, "Let the logo do the talking: the influence of logo descriptiveness on brand equity.", Journal of Marketing Research, March 2019, vol. 5, no. 56, pp. 862-878

LUFFARELLI, J., A. STAMATOGIANNAKIS, H. YANG, "The Visual asymmetry effect: An interplay of logo design and brand personality on brand equity.", Journal of Marketing Research, February 2019, vol. 56, no. 1, pp. 89-103

MAHMOOD, A., J. LUFFARELLI, M. MUKESH, "“What's in a Logo? The impact of complex visual cues in equity crowdfunding.", Journal of Business Venturing, January 2019, vol. 34, no. 1, pp. 41-62

LUFFARELLI, J., G. DILNEY, A. STAMATOGIANNAKIS, "When feedback interventions backfire: Why more positive feedback may result in lower perceived self-competence and satisfaction with performance?", Human Resource Management Review, October 2016, vol. 55, no. 4, pp. 591-614

ZOGHAIB, A., J. LUFFARELLI, S. FEIEREISEN, "Branding with music: How can music contour and tonality enhance perceived brand innovativeness and brand evaluations?" Forthcoming Psychology and Marketing

FIŠAR, M., B. GREINER, C. HUBER, E. KATOK, A. OZKES, M. THE MANAGEMENT SCIENCE REPRODUCIBILITY COLLABORATION , J. LUFFARELLI, S. FEIEREISEN, "Reproducibility in Management Science" Forthcoming Management Science

CELHAY, F., J. LUFFARELLI, "Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues" Forthcoming Journal of Consumer Research

Research themes

Marketing, Corporate Social Responsibility (CSR), Branding, Brand Equity, Logo Design, Consumer Behavior, Brand Personality

Teaching disciplines

Marketing, Analytics and Data Science, Consumer Behavior, Research methodology

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