Renaud LUNARDO Professor of Marketing KEDGE Business School 680 cours de la liberation 33 405 Talence Cedex, France Tel: (+33) 5.56.84.55.19 Fax: (+33) 5.56.84.55.00 renaud.lunardo@kedgebs.com EDUCATION 2007 PhD Champagne-Ardenne State University of Management in Reims FR Best Doctoral Dissertation Award, Academy of Reims, 2008 French Ministry of Research Fellowship Visiting Doctoral Student, University of Rutgers, State University of New Jersey (Summer 2004) US. 2003 M.S. Champagne-Ardenne State University of Management in Reims FR (With Highest Honors). 2002 M.A. Champagne-Ardenne State University of Management in Reims FR (With High Honors) EXPERIENCE AT KEDGE Courses taught 2014 From Data Collection to Decision Making, Master ESC, 12 hours 2013 Sensory Marketing, MACI Program, 12 hours. 2012 Marketing Data Collection and Analysis, ESC Executive, 12 hours. Introduction to Marketing, ESC Program, 15 hours. Marketing Strategy, Bachelor Program 2 nd year, 15 hours. Marketing Mix, Bachelor Program 1 st year, 15 hours.
Renaud LUNARDO 2 OTHER PROFESSIONAL EXPERIENCE IN TEACHING AND RESEARCH Positions held 2012 (April- Visiting Scholar Duke University, Durham, NC US. May) 2007-2011 Assistant Professor of Marketing Troyes Champagne School of Management FR. April-May 2010, May 2011 April-May 2009 Visiting Scholar - HEC Montréal, Chaire de Gestion des Espaces Commerciaux, Canada. Visiting Scholar, Louisiana Tech College of Business and Administration, Marketing Department, Ruston, LA US. 2006-2007 Teaching Assistant in Quantitative Methods, Reims Management School FR. Courses taught 2007-2011 Univariate and Multivariate Data Analysis, Core course for 3rd and 4th year students Troyes Champagne School of Management FR. Spring 2010 May 2008 Research in Management, Core course for M.B.A. Troyes Champagne School of Management FR. Market studies, Elective for 1st year students Sciences Po Paris FR. BUSINESS EXPERIENCE 2010-2011/ Market studies, Elective for 1st year students Sciences Po Paris FR. OTHER BUSINESS ACTIVITIES Since 2012 Since 2011 Member of the board of Reviewers for Journal of Business Research. Reviewer for Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Marketing Theory and Practice, Recherche et Applications en Marketing, European Journal of Marketing. 2008 Member of the Association for Consumer Research, French Marketing Association, the Society for Marketing Advances, the Academy of Marketing Science.
Renaud LUNARDO 3 PUBLICATIONS Articles published in refereed journals 1. Lunardo R. and Livat F., Congruency Between Colour and Shape of the Front Labels of Wine: Effects on Fluency and Aroma and Quality Perceptions, International Journal of Entrepreneurship and Small Business (Forthcoming). 2. Saintives C. and Lunardo, R., How Guilt Affects Consumption Intention: The Role of Rumination, Emotional Support and Shame, Journal of Consumer Marketing (Forthcoming). 3. Lunardo R. and Roux D. (2015), In-store arousal and consumers inferences of manipulative intent in the store environment, European Journal of Marketing, 49 (5/6), 646 667. 4. Lunardo R., Gergaud O. and Livat F. (2015), Celebrities as human brands: An investigation of the effects of personality and time on celebrities' appeal, Journal of Marketing Management, 31 (5-6), 685 712. 5. Holmqvist J. and Lunardo R. (2015), The impact of an exciting store environment on consumer pleasure and shopping intentions, International Journal of Research in Marketing, 32 (1), 117 119. 6. Chaney D., Lunardo R. and Saintives C. (2015), In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior, Journal of Retailing and Consumer Services, 24 (May), 51 59. 7. Lunardo R. and Saintives C. (2013), The effect of naturalness claims on perceptions of food product naturalness in the point of purchase, Journal of Retailing and Consumer Services, 20 (6), 529-537. 8. Lunardo R. and Mbengue A. (2013), When atmospherics lead to inferences of manipulative intent, Journal of Business Research, 66 (7), 823 830. 9. Araujo Pacheco N., Lunardo R. and Pizzutti dos Santos C. (2013), A perceived-control based model to understanding the effects of co-production on satisfaction, Brazilian Administration Review, 10 (2), 219 238. 10. Araujo Pacheco N., Pizzutti dos Santos C. and Lunardo R. (2012), The effects of control on dissatisfied consumer's behavioral intentions, Revista de Administração de Empresas, 52 (5), 502-516. 11. Lunardo R., Saintives C. and Roux D. (2012), Une étude exploratoire des inférences de contrôle du consommateur face à l atmosphère du point de vente, Revue Management & Avenir, 55, 59-79. 12. Lunardo R. (2012), Negative effects of ambient scents on consumers skepticism about retailer s motives, Journal of Retailing and Consumer Services, 19, 2, 179-185. 13. Lunardo R. (2011), Quel marketing sensoriel pour le point de vente?, Décisions Marketing, Rubrique Tribunes de DM, 62, avril-juin, 73-75. 14. Lunardo R. (2010), Environnement du point de vente et comportement du consommateur: Une approche fondée sur la dyade motivation / contrôle, Revue Sciences de Gestion, n 77, 37-58.
Renaud LUNARDO 4 15. Lunardo R. and Mbengue A. (2009), Perceived control and shopping behavior: The moderating role of the level of utilitarian motivational orientation, Journal of Retailing and Consumer Services, 16, 6, 434-441. Communications published in conference proceedings 1. Lunardo R. and Bezençon V. (2015), The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on Charitable Behavior, in Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research. 2. Lunardo R. and Shepherd S. (2015), 'Having it All' May Not Always Be Good: The Effects of Complementary Traits and Belief in a Just World on Brand Evaluations, in Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research. 3. Lunardo R., Chaney D. and Bressolles G. (2015), Painting or Scrapbooking Within the Store: Field Evidence for the Effects of In-Store Cultural Additional Activities on Consumer's Perception of Retailer's Legitimacy and Patronage Behavior, Actes du Colloque de l'association Française du Marketing, Marrakech, May 20-22. 4. Lunardo R. and Bezencon V. (2015), Pity in Charity Advertisements: The Effects of Sympathy, Control Attributions and Identification with the Victim, Proceedings of the Annual Conference of the Academy of Marketing Science, Denver, May 12-15. 5. Saintives C. and Lunardo, R. (2015), Post-Consumption Guilt and Rumination: How Positive Reinterpretation Can Help and Drive Satisfaction, Proceedings of the Annual Conference of the Academy of Marketing Science, Denver, May 12-15. 6. Lunardo R., Chaney D. and Roux D. (2014), Quality Incongruency in Servicescapes as a Driver of Inferences of Manipulative Intent, 13 th La Londe International Research Conference in Service Management, May 27-30. 7. Lunardo R. and Saintives C. (2014), See it under a better light: When guilt and rumination promote positive reinterpretation and satisfaction, Actes du Colloque de l'association Française du Marketing, Montpellier, 14-16 mai. - Award of the Best Senior Paper 8. Van Kerckhove A., Lunardo R. and Fitzsimons G. J. (2013), Enhanced Desire for Product Choice in Response to Monetary Scarcity, in Advances in Consumer Research, vol. 41. 9. Van Kerckhove A., Lunardo R. and Fitzsimons G. (2013), Enhanced desire for product choice in response to monetary scarcity, Proceedings of the La Londe Conference, La Londe les Maures. 10. Lunardo R. and Roux D. (2013), Consumers inferences of control through atmospherics use, Proceedings of the La Londe Conference, La Londe les Maures. 11. Lunardo R. and Saintives C. (2013), Feeling a little guilt but ruminating a lot: How indulgence impacts guilt and its consequences, Proceedings of the Annual Conference of the Academy of Marketing Science, Monterey, May 15 th -18 th. 12. Lunardo R. and Holmqvist J. (2013), Explaining the negative effects of arousing store environments: the effects of perceived control and motivational orientation, Actes du Colloque de l'association Française du Marketing, La Rochelle, 15-17 mai. - Award of the Best Senior Paper.
Renaud LUNARDO 5 13. Lunardo R. et Saintives C. (2013), L influence de la culpabilité post-consommation sur la satisfaction : le rôle médiateur des stratégies d ajustement, Actes du Colloque de l'association Française du Marketing, La Rochelle, 15-17 mai. 14. Parguel B., Lunardo R. and Chebat J.C. (2012), Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude, Proceedings of the 41st Conference of the European Marketing Academy (EMAC), Lisboa, May 22 nd - 25 th. 15. Parguel B., Lunardo R. and Chebat J.C. (2012), Effects of anti-brand tobacco brands adparodies on cigarette brands attitude, Proceedings of the Annual Conference of the Academy of Marketing Science, New Orleans, May 15 th -19 th. 16. Araujo Pacheco N., Lunardo R. and Pizzutti dos Santos C. (2011), A Perceived-Control Based Model of the effects of Co-Production on Satisfaction, in Advances in Consumer Research, Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, 477 478. 17. Araujo Pacheco N., Pizzutti dos Santos C. and R. Lunardo (2011), The Effects of CoProduction on Repurchase and Positive Word-of-Mouth after Dissatisfaction, Proceedings of the ANPAD, Rio de Janeiro, September. 18. Lunardo R. and Mbengue A. (2011), The Effects of Control in the Store Environment: A Motivational Approach, Proceedings of the 15 th World Marketing Congress of the Academy of Marketing Science, Reims, France, July 19 th -23 rd. 19. Lunardo R. (2010), Consumer s Perceived Control: A Critical Review and a Research Agenda, in Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research, 332-337. 20. Parguel B., Lunardo R. and Chebat J.C. (2010), When Activism May Prove Counterproductive: An Exploratory Study of Anti-Brand Spoof Advertising Effects in the Tobacco Industry, 1 ères Journées Internationales du Marketing de la Santé, Lille, IAE de Lille, 25 novembre. 21. Lunardo R. (2010), A Profile of Shoppers based on In-Store Stimulation and Motivational Orientation, in Proceedings of the Society for Marketing Advances Conference, Atlanta, GA, November 3 rd -6 th. 22. Lunardo R. (2010), Why Such A Smell in this Store? the Negative Effects of Ambient Scents on Consumers Skepticism about Retailer s Motives, in Proceedings of the 2008 Global Marketing Conference, Korean Association of Marketing Science, Tokyo, September 9 th -11 th. - Award of the Best Paper 23. Lunardo R. and Saintives C. (2010), Consumer s Inferences of Manipulative Intent in the Store Environment: The Effects of Atmospherics and Perceived Appropriateness, in Proceedings of the Annual Conference of the Academy of Marketing Science, Portland, USA, Oregon, May 26 th -29 th. 24. Lunardo R. and Mbengue A. (2009), Exploring the Influence of Inferences of Manipulative Intent in the Store Environment on Trust and Attitude, in Proceedings of the Society for Marketing Advances Conference, New Orleans, LA, November 4 th -7 th.
Renaud LUNARDO 6 25. Lunardo R. (2009), Le Marketing Sensoriel du Point de Vente : Pour un Modèle Intégrant les Inférences d Intention de Manipulation, Actes du 12 ème Colloque Etienne Thil, La Rochelle, 8-9 octobre 2009. 26. Lunardo R. (2009), Store Environment on Shopping Behavior: New Insights through the Concepts of Perceived Control and Motivational Orientations, in Proceedings of the 38th European Marketing Academy (EMAC) Conference, Audencia School of Management, Nantes, Fr, May 26 th -29 th. 27. Lunardo R. (2009), Store Environment on Shopping Behavior: The Role of Perceived Control and Motivational Orientations, in Proceedings of the Annual Conference of the Academy of Marketing Science, Baltimore, USA, MD, May 20 th- 23 rd. 28. Lunardo R. and Mbengue A. (2008), When Should a Retailer Create a Control-Inducing Store Environment?, in Proceedings of the Society for Marketing Advances Conference, ed. William J. Kehoe and Linda K. Whitten, 4-9 November 2008, St-Petersbourg, FL, US, 132-137. 29. Lunardo R. (2008), Atmosphère du Point de Vente et Comportement du Consommateur : pour une Approche Fondée sur la Dyade Motivation-Contrôle, Actes du 11 ème Colloque Etienne Thil, La Rochelle, 2-3 octobre 2008. - Award of the Best Senior Paper 30. Lunardo R. (2008), A New Approach of the Influence of Atmospherics through the Concepts of Perceived Control and Motivational Orientations, in Proceedings of the 37th European Marketing Academy (EMAC) Conference, University of Brighton, May 27 th - 30 h. 31. Lunardo R. and Cottet C. (2008), Perception of Loss of Control in the Retail Environment and Consumer Shopping Value, in Proceedings of the 2008 Global Marketing Conference, Korean Association of Marketing Science, Shanghai, March 20 th 23 rd. 32. Pez V. and Lunardo R. (2008), Une Extension des Effets des Programmes de Fidélité par les Effets Négatifs : Application au Secteur Français de la Téléphonie Mobile, Actes du 7 ème Congrès Paris-Venise de l ESCP-EAP, Venise, 17-19 janvier. 33. Lunardo R. and Cottet C. (2007), La Perception de la Perte de Contrôle dans la Relation Magasineur - Point de Vente : une Approche par la Valeur, Actes du 10 ème Colloque Etienne Thil, La Rochelle, 3-7 octobre 2007. 34. Lunardo R. and Guerinet R. (2007), The Influence of Label on Wine Consumption: its Effects on Young Consumers Perception of Authenticity and Purchasing Behavior, in Proceedings of the 105th EAAE Seminar International Marketing and International Trade of Quality Food Products, Bologna, Italy, March 8 th - 10 th. 35. Lunardo R. and Labbé-Pinlon B. (2006), Pour une Compréhension de l Influence du Contrôle Perçu sur le Comportement du Consommateur : Approche Comparée de Deux Mesures, Actes des 11 èmes Journées de Recherche en Marketing de Bourgogne, 9-10 novembre 2006, Dijon. 36. Lunardo R. (2006), L Influence du Contrôle Perçu sur le Comportement du Consommateur sur le Lieu de Vente, Actes du 9 ème Colloque Etienne Thil, La Rochelle, 29-30 septembre 2006. 37. Lunardo R. (2006), Le Concept de Contrôle Perçu en Comportement du Consommateur : Eclairage Théorique du Concept et de sa Mesure, Actes des 18 èmes Journées Nationales des IAE, Montpellier, 3 et 4 avril 2006.
Renaud LUNARDO 7 38. Lunardo R. (2005), Control and its Effects on Decision Making during the Shopping Experience, in Proceedings of the 30 th IAREP International Conference, Praha, September 21 st -24 th. 39. Lunardo R. (2005), L Influence du Contrôle Perçu sur le Comportement des Consommateurs sur le Lieu de Vente, Actes du 5 ème Colloque Doctoral de l Association Française du Marketing, Nancy, 17 et 18 mai 2005, 54-63. 40. Lunardo R. (2005), La Perception de Contrôle dans l Expérience de Magasinage a-t-elle un Impact sur la Relation Consommateur-Point de Vente?, Actes des 1ères Journées de Recherche IRIS (Journée thématique AFM), Université jean Moulin Lyon 3, 73-85. 41. Lunardo R. (2004), L Intégration de la Perception de Contrôle au Marketing Sensoriel du Point de Vente comme Outil de la Relation Consommateur Point de Vente, Actes des 17 èmes Journées Nationales des IAE, Lyon, 13 et 14 septembre 2004, 54-63. Chapters in Books 1. «Enjeux et défis du manager commercial : le cas de la distribution», in Lethielleux L. (Ed.), Le manager de demain : regards croisés sur de nouveaux défis, Editions Gualino, Paris, p.191-216, 2009. 2. The Influence of Label on Wine Consumption: its Effects on Young Consumers Perception of Authenticity and Purchasing Behavior, in International Marketing and Quality Food Products, Wageningen Academic Publishers, pp. 279-295, 2009. OTHER PERSONAL INFORMATION 1. Winner of the 2014 Best Conference Senior Paper Award, Colloque de l'association Française du Marketing, Montpellier, 14-16 mai. 2. Winner of the 2013 Best Conference Senior Paper Award, Colloque de l'association Française du Marketing, La Rochelle, 15-17 mai. 3. Winner of the Best Conference Paper Award, 2010 KAMS-Royal Bank International Research Seminar Track, Global Marketing Conference, Tokyo, September 9-11 th. 4. Winner of 2008 Best Doctoral Thesis Award, Council of the Universities of the Academy of Reims. 5. Winner of 2008 Dia Mart Best Paper Award, 11 ème Colloque Etienne Thil, La Rochelle, 2-3 octobre 2008.