2004 Master of Science in Business Administration (M.Sc.) Major: Marketing HEC Montréal, Montréal

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1 Last update : August 2012 MARIE-AGNÈS PARMENTIER, PhD Assistant Professor of Marketing, HEC Montréal Service de l enseignement du marketing, Chemin de la Côte-Sainte-Catherine Montréal, QC, Canada, H3T 2A7 (514) , marie-agnes.parmentier@hec.ca LANGUAGES & CITIZENSHIP English and French (native, bilingual); Canadian EDUCATION 2009 Doctor of Philosophy Business Administration (Ph.D.) Major: Marketing; Minor: Sociology York University, Toronto 2004 Master of Science in Business Administration (M.Sc.) Major: Marketing HEC Montréal, Montréal 2002 Bachelor of Business Administration (B.B.A.) Major: Marketing Université du Québec à Montréal, Montréal ACADEMIC EXPERIENCE June Present September June 2009 Assistant Professor HEC Montréal Course Instructor York University GRANTS AND SCHOLARSHIPS (CAD$) Social Sciences and Humanities Research Council of Canada (SSHRC), Insight Development Grants, Principal researcher ($71,886) (with Dr. Eileen Fischer, York University) Fonds de Recherche Société et Culture (FQRSC), New Faculty Researcher Grant ($38,442) 1

2 2011 Starting Research Fund, HEC Montréal ($5,000) Doctoral Scholarship, Ontario Graduate Scholarship ($15,000) Doctoral Scholarship, Canadian Graduate Scholarship-Social Sciences and Humanities Research Council of Canada (SSHRC) (Total: $105,000) Entrance Scholarship of Merit, York University (Total: $44,000) Master s Scholarship, Fonds Québécois de la Recherche sur la Société et la Culture (FQRSC) ($15,000) Undergraduate Scholarship A. Lassonde in Business Administration, Fondation de l Université du Québec à Montréal ($1500) Undergraduate Scholarship Raymonde et Maurice Tremblay in Business Administration, Fondation de l Université du Québec à Montréal ($1000) AWARDS AND HONORS 2011 Reviewer Excellence Certificate, Family Firm Institute-Family Business Review 2007 Doctoral Fellow, American Marketing Association (AMA)-Sheth Foundation 2004 Best Master s Thesis in Marketing Award, HEC Montréal DISSERTATION Title: Consuming and Producing Human Brands: A Study of Online Fans of Reality TV (2009) Chair: Dr. Eileen Fischer Committee: Dr. Robert V. Kozinets, Dr. Russell W. Belk, Dr. Christine Oliver PUBLICATIONS (referred unless otherwise noted) Forthcoming 2

3 Tuncay, L., Sredl, K., Parmentier, M-A., and Coleman, C. (forthcoming, available online), Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Authenticity and Sexuality, Consumption, Markets and Culture. Parmentier, M.-A., Fischer, E. and Reuber, R. (forthcoming, available online), Positioning Person Brands in Established Organizational Fields, Journal of the Academy of Marketing Sciences. Parmentier, M.-A. and Fischer, E. (forthcoming), Interactive Online Audiences, The Digital Consumer, eds. Russell W. Belk and Rosa Llamas, Routledge. Journal Articles Parmentier, M-A., and Fischer, E. (2012), How Athletes Build their Brand, International Journal of Sport Management and Marketing, 11 (1/2): Parmentier, M.-A. (2011), When David Met Victoria: Forging a Strong Family Brand, Family Business Review, 23 (3): Parmentier, M-A. and Fischer, E. (2011), You Can t Always Get What You Want: Unsustainable Identity Projects in the Fashion System, Consumption, Markets & Culture, 14 (1): (lead article) Bonsu, S.K., Darmody, A. and Parmentier, M-A. (2010), Arrested Emotions in Reality Television, Consumption, Markets & Culture, 13 (1): Colbert, F., d Astous, A. and Parmentier, M-A. (2005), Consumer Perception of Private vs. Public Sponsorship of the Arts, International Journal of Arts Management, 8 (1): Colbert, F., d Astous A. and Parmentier, M-A. (2005), Consumer Perceptions of Sponsorship in the Arts, International Journal of Cultural Policy, 11 (2): Colbert, F., d Astous, A. and Parmentier, M-A. (2005), «La commandite des arts et de la culture par le secteur privé par opposition au secteur public: Qu en pensent les consommateurs?,» Revue Gestion 30 (2) : Book Chapters Parmentier, M-A. and Fischer, E. (2007), Working to Consume the Model Life: Consumer Agency under Scarcity, in Consumer Culture Theory I, Research in Consumer Behavior Series, eds. R. W. Belk and J. F. Sherry Jr., Oxford: Elsevier, pp Conference Proceedings Parmentier, M-A. and Fischer, E. (2010), The Role of Brand Community in the Construction of Celebrity, in Advances in Consumer Research Volume 38, eds. Dahl, D.W., Johar, 3

4 G.V. and van Osselaer, S.M.J. Duluth, MN : Association for Consumer Research (online). Fischer, E. and M-A. Parmentier (2010), The Construction of Celebrity in Contemporary Consumer Culture, in Advances in Consumer Research Volume 38, eds. Dahl D.W., Johar, G.V. and van Osselaer, S.M.J. Duluth, MN : Association for Consumer Research (online). (special session) Coleman, C. and Parmentier, M-A. (2010), Source 2.0: Reading Source Cues in Online Communities, in Advances in Consumer Research Volume 38, eds. Dahl D.W., Johar, G.V. and van Osselaer, S.M.J, Duluth, MN : Association for Consumer Research (online). (poster) Fischer, E., Parmentier, M-A. and Scaraboto, D. (2010), We ve Come a Long Way Baby: But Where to Next in Research on Gender, Markets, Marketers, and Consumption?, in 10 th Conference on Gender, Marketing and Consumer Behaviour, eds. Woodruffe-Burton, H. and Penaloza, L., Ambleside, UK: Association for Consumer Research: Parmentier, M-A. and Coleman, C. (2010), Gender 2.0: Reading Source Cues in Online Communities, in 10th Conference on Gender, Marketing and Consumer Behaviour, eds. Woodruffe-Burton, H. and Penaloza, L., Ambleside, UK: Association for Consumer Research: Parmentier, M-A. (2010), The Pitfalls of Fame: Insights from Human Brands, in Advances in Consumer Research Volume 37, eds. Campbell, M.C, Inman, J. and Pieters, R., Duluth, MN: Association for Consumer Research (online). (special session) Parmentier, M-A. and Fischer, E. (2010), Branded Like Beckham? An Examination of Dynamic Processes in Human Branding, in Advances in Consumer Research Volume 37, eds. Campbell, M.C, Inman, J. and Pieters, R., Duluth, MN: Association for Consumer Research (online). Fischer, E. and Parmentier, M.-A. (2010), Doing Qualitative Research with Archival Data: Making Secondary Data a Primary Resource, in Advances in Consumer Research, Volume 37, eds. Margaret C. Campbell, Jeff Inman and Rik Pieters, Duluth, MN: Association for Consumer Research (online). (poster) Parmentier, M.-A. (2009), Consumer Entrepreneurs: A Netnographic Study of Facebook s Next Top Model, in Advances in Consumer Research 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research: (poster) Tuncay, L., Sredl, K. Parmentier, M.-A. and Coleman, C. (2009), Examining Discourses of Gender and Consumption in the Media, in Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research:

5 Coleman, C., Parmentier, M.-A., Sredl, K. and Tuncay, L. (2008), Gendered Discourses of the Home as Portrayed in the Media: An Examination of Sex and the City and Entourage, in Gender and Consumer Behaviour Volume 9, eds. Shona Bettany, Susan Dobscha, Lisa O Malley, Andrea Prothero, Boston, MA: Association for Consumer Research: CD- ROM. Parmentier, M.-A., Fischer, E. and Reuber, R. (2008), Pick Me! Pick Me! An Extension of Theory regarding Human Branding through Investigation of Editorial Fashion Models, in Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research: 833. Parmentier, M.-A. and Fischer, E. (2007), Not so Happily Ever After: Narrative Escapes from Unsustainable Identity Projects, in European Advances in Consumer Research Volume 8, eds. Stefania Borghini and Mary Ann McGrath and Cele Otnes, Duluth, MN: Association for Consumer Research: Scott, L., Parmentier, M.-A., Sredl, K. and Coleman, C.A. (2006), Women s Empowerment and the Positive Role of the Market, in Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh: Association for Consumer Research: (special session) Colbert, F., d Astous, A. and Parmentier, M.-A. (2004), Consumer Evaluation of Government Sponsorship in the Arts, in Third International Conference on Cultural Policy: CD- ROM. CONFERENCE PRESENTATIONS Parmentier, M.-A. and Catherine Coleman (2011), Seeing Sources from All Angles: King Kong James?, Consumer Culture Theory Conference, July 7-10, Evanston, Illinois. Parmentier, M.-A. and Fischer, E. (2010), The Role of Brand Community in the Construction of Celebrity, Association for Consumer Research Conference, October 7-10, Jacksonville, Florida, USA. Coleman, C. and Parmentier, M.-A. (2010), Source 2.0: Reading Source Cues in Online Communities, Association for Consumer Research Conference, October 7-10, Jacksonville, Florida, USA. (poster) Fischer, E., Parmentier, M.-A. and Scaraboto, D. (2010), We ve Come a Long Way Baby: But Where to Next in Research on Gender, Markets, Marketers, and Consumption?, 10th Conference on Gender, Marketing and Consumer Behaviour, June 26-29, University of Cumbria, Ambleside, UK. Parmentier, M.-A. and Coleman, C. (2010), Gender 2.0: Reading Source Cues in Online Communities, 10th Conference on Gender, Marketing and Consumer Behaviour, June 26-29, University of Cumbria, Ambleside, UK. 5

6 Parmentier, M.-A., Fischer, E. and Reuber, R. (2010), Building Person Brand through Effectuation, Consumer Culture Theory 5 th Conference, June 10-13, Madison, Wisconsin, USA. (poster) Parmentier, M.-A. and Fischer, E. (2010), Celebrities and Wannabes: Why do Online Communities Invest Attention?, First International Colloquium on Consumer-Brand Relationships, April 22-23, Winter Park, Florida, USA. Parmentier, M.-A. and Fischer, E. (2009), Branded Like Beckham? An Examination of Dynamic Processes in Human Branding, Association for Consumer Research Conference, October 22-25, Pittsburgh, Pennsylvania. Fisher, E. and Parmentier, M.-A. (2009), Doing Qualitative Research with Archival Data: Making Secondary Data a Primary Resource, Association for Consumer Research Conference, October 22-25, Pittsburgh, Pennsylvania, USA. (poster) Parmentier, M.-A. (2008), Consumer Entrepreneurs: A Netnographic Study of Facebook s Next Top Model, Association for Consumer Research Conference, October 23-26, San Francisco, California, USA. (poster) Tuncay, L., Sredl, K., Parmentier, M.-A. and Coleman, C. (2008), Examining Discourses of Gender and Consumption in the Media, Association for Consumer Research Conference, October 23-26, San Francisco, California, USA. Parmentier, M.-A. (2008), Exploring the Knowledge Community of Fashion Modeling Reality Television, Consumer Culture Theory 3 rd Conference, June 19-22, Boston, Massachusetts, USA. (poster) Coleman, C., Parmentier, M.-A., Sedl, K. and Tuncay, L. (2008), Gendered Discourses of the Home as Portrayed in the Media: An Examination of Sex and the City and Entourage, 9 th Association for Consumer Research Gender, Marketing and Consumer Research Conference, June 16-19, Boston, Massachusetts, USA. Parmentier, M.-A., Fischer, E. and Reuber, R. (2007), Pick Me! Pick Me! An Extension of Theory regarding Human Branding through Investigation of Editorial Fashion Models, Association for Consumer Research Conference, October 25-28, Memphis, Tennessee, USA. Parmentier, M.-A. and Fischer, E. (2007), Not so Happily Ever After: Narrative Escapes from Unsustainable Identity Projects, European Association for Consumer Research Conference, July 10-14, Milan, Italy. Parmentier, M.-A. and Fischer, E. (2006), Working to Consume the Model Life: Consumer Agency under Scarcity, Consumer Culture Theory 1st Conference, August 1-3, South Bend, Indiana, USA. 6

7 Parmentier, M.-A., Fischer, E. and Reuber, R. (2006), Alternate Reputational Types and Reputation Building Strategies: A Study of Competitors in an Aesthetic Field, 2006 Lally-Darden-Humboldt Young Entrepreneurship Scholars Retreat, October , Germany. Parmentier, M.-A. and Sredl, K. (2006), Emancipation through Participation: The Case of the Slavic Fashion Model, 8 th Association for Consumer Research Gender, Marketing and Consumer Research Conference, June 29-July 2, Edinburgh, Scotland. Colbert, F., d Astous, A. and Parmentier, M.-A. (2004), Consumer Evaluation of Government Sponsorship in the Arts, Third International Conference on Cultural Policy, August 25-28, Montreal, Canada. RESEARCH PAPERS Turcotte-Choquette, A. and Parmentier, M.-A. (2011), Le web 2.0: mieux le comprendre pour mieux l utiliser, 11-02, HEC Montréal. INVITED RESEARCH SEMINARS Brand as Resources for Virtual Communities of Consumption, presented at: Concordia University, October 29, 2008, Montréal, Canada HEC Montréal, October 15, 2008, Montréal, Canada Suffolk University, October 7, 2008, Boston, USA HEC Paris, September 22, 2008, Jouy-en-Josas, France Queen s University, September 15, 2008, Kingston, Canada GRADUATE STUDENTS SUPERVISION (M.Sc. All HEC Montréal) In progress: Lana Dia (expected 2012) Quo Vadis: Stratégies des médias Ssciaux. Élodie Béroard (expected 2012) Influence du récit médiatique Aurélie Sauthier (expected 2012) Made in Blog Mathieu Charron (expected 2013) La communauté de marque et ses secrets Completed: Benoît-Mykolas Savignac (2012): Blogueurs leaders d opinion et gestion de l authenticité. (with Dr. J-S. Marcoux) Christina Bellevue (2012): La Campagne My Black is Beautiful de Procter & Gamble. Couture, Geneviève (2011): Communauté virtuelle et légitimation d une marque responsable : le cas du Mouvement collectif de la Société de transport de Montréal. (with Dr. Y. St- James) 7

8 Turcotte-Choquette, Audrey (2010): Les communautés virtuelles de consommation vues à travers les réseaux sociaux. INVITED GUEST LECTURES Seminar in Qualitative Methods, MGPO-701, (Winter 2011), Desautels Faculty of Management McGill University, Prof. Mary Dean Lee. Title: You Can t Always Get What You Want Unsustainable Identity Projects in the Fashion System. TEACHING EXPERIENCE HEC Montréal Course development: , Consommation, Médias et Culture Participative (Consumption, Media and Participatory Culture, M.Sc. elective). Course Coordination: , Consommation, Médias et Culture Participative (Consumption, Media and Participatory Culture, M.Sc. elective). Fall , Marketing Management (second year BBA core; bilingual and trilingual cohort) Fall 2011; Winter 2012; Fall , Communication Marketing Intégrée (Integrated Marketing Communication, third year BBA elective) Winter 2010; Winter Teaching: , Consommation, Médias et Culture Participative (Consumption, Media and Participatory Culture, M.Sc. elective) Fall 2011; Fall , Marketing Management (second year BBA core; bilingual and trilingual cohort) Fall 2009; Fall 2010; Winter , Communication Marketing Intégrée (Integrated Marketing Communication, third year BBA elective) Fall 2009; Winter 2010; Fall 2010; Winter York University BFND4100, Markets and Marketing (fourth year BBA elective for honour students) Fall 2007; Fall UNIVERSITY SERVICE 8

9 HEC Montréal Student Coaching L Oréal Brandstorm academic competition National Finalists, 2 nd place, Spring 2012 M.Sc. Thesis Committees Haralambos, C. (2012), Brand endorser scandals : Possible spillover to competitor brands. Nemangou, D. (2012), «Les «Bric countries» : des néo-consommateurs de luxe a fort potentiel.» Fortin, J. (2011), «Le tourisme influencé par les films et l'expérience de voyage du Consommateur.» Borisov, C. (2011), «Villes olympiques: la persistence de l image de marque associée.» Rossi, C. (2010), «La communication de l histoire des marques: une application au domaine des cosmétiques et parfums de luxe.» Blanchette, A. (2010), «La communauté néo-burlesque : la négociation des idéologies féminines.» Lacoste, M. (2010), «Alimentation Conscientisée : Une étude des valeurs de consommation conflictuelles et des stratégies d accommodation des consommateurs.» York University Professional Development Workshop Presenter & Guest Lecture Series Recruiter Faculty of Graduate Studies Representative Marketing Department Contact Student Graduate Studies Association Representative MEDIA Infantry, A. (2012), Why McDonald s, Red Lobster, Fisher-Price, Wal-Mart feature real people in ads, The Toronto Star, Friday, July 27 th. Infantry, A. (2012), Why Brad Pitt is doing a (usually) womanʼs job for Chanel No. 5, The Toronto Star, Friday, May 11. Parmentier, M-A. (2011), Le cas Beckham: la famille comme outil de marketing, La Presse, Monday, November 11. 9

10 Deglise, F. (2010), Les comportements humains cartographiés, Le Devoir, Saturday, November 13: A5. PROFESSIONAL SERVICE Editorial Review Board Member Consumption, Markets, & Culture Family Business Review Revue Française du Marketing Ad Hoc Reviewer European Journal of Marketing Marketing Theory Journal of Consumer Research Canadian Journal of Administrative Studies Association for Consumer Research Conference Consumer Culture Theory Conference Guest Speaker Engagement La netnographie, Special event: Recherche en ligne et médias sociaux, L Association de la Recherche et de l'intelligence Marketing, November 23 rd, 2011, Montreal. La netnographie et l étude des communautés virtuelles d'une marque, Journée InfoPresse, December 8 th, 2010, Montréal. (with Dr. J. Deschênes) PROFESSIONAL MEMBERSHIP Association for Consumer Research American Marketing Association 10