Marion GARNIER Marketing Lille CV Biography: Dr. Garnier completed her PhD in Marketing on website loyalty (developing a relational model of loyalty to a search engine) in 2006 at Pierre Mendès-France Grenoble II University, France. She also graduated for the Habilitation à Diriger des Recherches in 2014 at Lille II University, France. She was a fellow teacher at INPG Grenoble, CUEFA Grenoble, IUT Grenoble 2, IAE de Grenoble and Grenoble Ecole de Management. She has broad-ranging interests in the area of online marketing, including more specifically: the use of avatars for marketing (consumer-avatars and embodied virtual sales agents); the virtual experience on 3D online merchant virtual environments; online consuming experience; usability and marketing; evolutions of consumer behaviors due to Internet (empowerment, savvy consumer); search engine and free websites marketing; and relational marketing online and in traditional retailing. She is also developing research on consumer behavior and more especially on gender and consumption. She has published in Recherche et Applications en Marketing, Information & Management, in the International Journal of Internet Marketing and Advertising, Journal of Marketing Management, Management et Avenir, Journal of Retailing and Consumer Services, and in international and national academic conference proceedings (Advances in Consumer Research, Association Française de Marketing, EMAC and Academy of Marketing, where she obtained an award for Best Paper in a Track). She is a permanent Associate Professor at SKEMA. Skills & Interests Languages Fluent English Notions of Spanish, Italian and Portuguese Expertise Web Marketing, Retailing, Online Consumer Behavior, Statistics (SPSS), Marketing Research Studies Citizenship: France Qualification Academically Qualified
Academic Degrees HDR Université Lille 2, Grenoble, France, Sciences de Gestion, 2014 Doctorat Université Pierre Mendes, France, Genoble, Sciences de Gestion, 2007 Master Université Pierre-Mendes France, Grenoble, France, DEA en Sciences de Gestion - Marketing, 2002 Maitrise IUP Commerce et Vente, Grenoble, France, Commerce et Vente - spécialisation Achats, 2001 Work Experience Professeur associé, département marketing, SKEMA (2007 - Present), Lille, France. Attaché Temporaire à l'enseignement et à la Recherche, IAE de Grenoble (2006-2007), Grenoble, France. Enseignant Vacataire, Grenoble Ecole de Management (2006-2007), Grenoble, France. Attaché Temportaire à l'enseignement et à la Recherche, IUT 2 Grenoble (2005-2006), Grenoble, France. Moniteur, CIES - INPG et IAE de Grenoble (2003-2005), Grenoble, France. Allocataire de Recherche, Université Pierre-Mendès-France Grenoble 2 (2002-2005), Grenoble, France. Enseignant vacataire, IUT 2 Grenoble et Université Stendhal Grenoble 3 (2002-2003), Grenoble, France. Acheteuse voyages-véhicules, Crédit Lyonnais (April, 2001 - August, 2001), Paris, France. Stage Commercial, La Precision S.L. (April, 2000 - August, 2000), Tarazona de la Mancha, Spain. Stage Analyste Gestion, Caterpillar France S.A. (June, 1998 - October, 1998), Grenoble, France. INTELLECTUAL CONTRIBUTIONS Articles in Journals Ben Mimoun, M. S., Garnier, M., & Depledt, D. (2015). My Little Box, Oh My Little Box... A Video- Netnographic Study On the Expression of Values in Subscription-Based E-Commerce. Journal of Applied Business Research, 31 (3), 1159-1166. Garnier, M. & Prostak, G. (in press, 2015). Pourquoi payer dans un jeu par navigateur gratuit? Motivations à jouer et achat d'objets virtuels. Management & Avenir. Ben Mimoun, M. S., Garnier, M., Ladwein, R., & Benavent, C. (2014). Determinants of e-consumer productivity in product retrieval on a commercial website: an experimental approach. Information & Management, 51 (4), 375-390. Garnier, M. & Poncin, I. (2013). L'avatar en marketing: synthèse, cadre intégrateur et perspectives. Recherches et Applications en Marketing, 26 (1). Garnier, M. & Poncin, I. (in press, 2013). Identification to the avatar in a commercial 3D virtual world: a dynamic perspective. European Advances in Consumer Research. Poncin, I. & Garnier, M. (2012). Avatar identification on a 3D commercial website: gender issues. Journal of Virtual Worlds Research, 5 (3). Poncin, I. & Garnier, M. (2012). Immersion in a new commercial virtual environment: the role of the avatar in the appropriation process. Advances in Consumer research, 40. Ben Mimoun, M. S., Poncin, I., & Garnier, M. (2012). Case study: Embodied virtual agents: An analysis on reasons for failure. Journal of Retailing and Consumer Services, 19 (6), 605-612. Poncin, I. & Garnier, M. (2010). L'expérience sur un site de vente 3D. Le vrai, le faux et le virtuel : à la croisée des chemins. Management & Avenir, 32 (1). GARNIER, M. & Macdonald, E. (2010). The Savvy French Consumer: A cross-cultural replication. Journal of Marketing Management, 25 (9-10), 964-986. GARNIER, M. (2009). Search Engine Loyalty. Considering the commitment loyalty link from a hedonic versus utilitarian perspective. International Journal of Internet Marketing and Advertising, 5 (1/2), 43-73. Garnier, M. & Poncin, I. (2009). To be or not to be? Virtual Experience and Immersion on a 3D Commercial Web Site. Advances in Consumer research. GARNIER, M. (2006). Caractéristiques individuelles des internautes et fidélité envers un site. Revue du Management Technologique, 15 (1), 21-46. GARNIER, M. (2005). Fidélité au site Internet : analyse critique et approche exploratoire. Revue du Management Technologique, 14 (1), 63-96.
Articles in Proceedings Garnier, M., Poncin, I., & Unal-Deligny, M.L. (2015). Le catalogue enrichi : adoption, valeur et expérience pour le consommateur. Actes du Congrès de l'association Française de Marketing (AFM), Marrakech. (Invited) Poncin, I. & Garnier, M. (2015). Le catalogue en ligne enrichi tient-il ses promesses face à un site Internet classique? Une comparaison sur l'utilité perçue et l'expérience vécue par le consommateur. Actes de la 13ème Journée de Recherche sur le Marketing Digital, La Sorbonne, Paris. Tiercelin, A. & Garnier, M. (in press, 2015). Libérez le Batman en vous. Le cosplay et la consommation de genre. Actes des 14èmes Journées Normandes sur la Recherche en Consommation, Angers. Poncin, I., Garnier, M., Ben Mimoun, M. S., & Leclercq, T. (2015). New technologies and shopping experience: are gamification interfaces effective? The case of the Smartstore. EMAC - European Marketing Academy Conference. Garnier, M. & Prostak, G. (2013). Pourquoi payer dans un jeu gratuit? Vers un profil du joueur prêt à payer pour un objet virtuel dans un jeu par navigateur. Actes de la 12ème Journée de Recherche sur le e-marketing, La Sorbonne, Paris. Poncin, I. & Garnier, M. (2012). La dynamique d'identification à l'avatar dans un univers commercial en 3D. Congrès International de l'association Française du Marketing. Poncin, I., Garnier, M., & Ben Mimoun, M. (2012). Improving consumer performance and perceived service quality in a new type of commercial environment in 3D: the help of a virtual salesperson. AM2012. Poncin, I., Garnier, M., & Ben Mimoun, M. (2012). Humanisation et socialisation sur Internet entre AVI et AVATAR mon coeur balance. Congrès Association Information and Management (AIM). Poncin, I., Ben Mimoun, M., & Garnier, M. (2011). Ubiquitous Technologies: A new challenge for multichannel marketing. EMAC - European Marketing Academy Conference. Poncin, I., Ben Mimoun, M., & Garnier, M. (2011). Virtual Sales Agents: the reasons of failure. World Academy of Marketing Science. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010). U-Virtual Sales Agents: Ubiquity as the new challenge for Multichannel Retailing. Multichannel Retailing Special session, 39th European Marketing Academy Conference (EMAC). approche «Webnographique». Actes de la Conférence de l'aim. Poncin, I. & Garnier, E. (2010). Joindre l'utile à l'agréable? L'expérience de shopping sur un site commercial en 3D. Actes de la Conférence de l'afm. Ben Mimoun, S., Garnier, M., & Poncin, I. (2010). U-Virtual Sales Agents: Ubiquity as the new challenge for Multichannel Retailing. Proceedings of EMAC Conference. GARNIER, M., Maille, V., & Poncin, I. (2010). Perceived realism and virtuality: the impact of sensory experiences on a 3D commercial website. Proceedings of EMAC Conference. Ben Mimoun, S., Garnier, M., & Poncin, I. (2010). A new typology of Virtual Sales Agents. Proceedings of the Academy of Marketing Conference. Garnier, M. & Poncin, I. (2010). Joindre l'utile à l'agréable? L'expérience de shopping sur un site commercial en 3D. AFM Annual Conference. approche Webnographique. 15th Congress of the French Informational and Management Association. Garnier, M., Maille, V., & Poncin, I. (2010). Perceived Realism and Virtuality: The Impact of Sensory Experiences on a 3D Commercial Website. EMAC - European Marketing Academy Conference. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010). L'apport des avatars vendeurs sur un site commercial 3D. Journée de Recherche en E-Marketing. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010). A new typology of Virtual Sales Agents. Academy of Marketing Science Annual Conference. commercial website. Proceedings of Advances in Consumer Research.
Garnier, M. & Poncin, I. (2009). To be or not to be? Virtual experience and immersion on a 3D commercial website. Advances in Consumer Research. PONCIN, I. & Garnier, M. (2009). L'expérience sur un site de vente 3D. Le vrai, le faux et le virtuel : à la croisée des chemins. Journée du e-marketing. Garnier, M. & Poncin, I. (2009). A Sims on the screen... is it me?': Consumer as an avatar and immersion on a 3D commercial website. Academy of Marketing Annual Conference. commercial website. Proceedings of Advances in Consumer Research. GARNIER, M. & Poncin, I. (2009). A Sims on the screen... is it me?': Consumer as an avatar and immersion on a 3D commercial website. Proceedings of the Academy of Marketing Conference. GARNIER, M. (2009). The Savvy French Consumer: A cross-cultural replication. Proceedings of the Academy of Marketing Conference. Poncin, I. & Garnier, M. (2009). L'expérience sur un site de vente 3D : du réel à l'imaginaire, la troisième voie du virtuel. Conference of the Administrative Sciences Association of Canada. Desse, S. & Garnier, M. (2008). An Exploratory Research on the Concept of Attachment to the Retailer : a Work in Progress for a New Scale Development. Proceedings of the Academy of Marketing Conference. GARNIER, M. (2008). Exploring The Dark Side of Commitment An Application to the Commitment- Loyalty Link Toward a Search Engine. Proceedings of the Academy of Marketing Conference. GARNIER, M. (2007). Measuring Web site loyalty: a comparison between action, intention and recommendation. Proceedings of the Academy of Marketing Conference. GARNIER, M. & Gavard-Perret, M. L. (2003). Internet et traitement de l'information : contribution à la compréhension du comportement de l'internaute. Actes du Congrès de l'association Française de Marketing (AFM). Chapters, Cases, Readings, Supplements Garnier, M. (2015). C'est moi, ici et là. Une étude comparative de l'identification à l'avatar dans différentes contextes chez les Digital Natives. Digital Natives et consommation numérique, coordonné par T. Stenger. Editions EMS. Poncin, I., Garnier, M., & Maille, V. (2014). A Merchant Virtual Universe as an innovative and competitive online retail setting: a dynamic perspective on the immersion process. In Press, In E. Pantano (Ed.), Successful technological integration for competitive advantage in retail settings. Ben Mimoun, M., Garnier, M., & Poncin, I. (2013). Improving consumer performance and perceived service quality in a new type of commercial environment in 3D, thanks to embodied virtual sales agents. In H. Elgohary IGI Global 2013 (Ed.), E-Marketing in Developed and Developing Countries: Emerging Practices. IGI Global. GARNIER, M. & Gentina, E. (2009). Case Study «www.gagnez1000euros.be». In C. Sempels et M. Vandercammen (Ed.), Oser le Marketing Durable Concilier Marketing et Développement Durable. France: Pearson Education. Conference Presentations Garnier, M. (2015, November). Libérez le Batman en vous" Le cosplay et la consommation de genre. Journées Normandes de Recherche sur la Consommation, Angers, France. Garnier, M. (2015, October). Cosplay in Gender Troubles. Advances in Consumer Research North American Conference 2015, New-Orleans, United States of America. Garnier, M. & Poncin, I. (2013). Identification to the avatar in a commercial 3D virtual world: a dynamic perspective. European Advances in Consumer Research, Barcelona, Spain. Poncin, I. & Garnier, M. (2012). La dynamique d'identification à l'avatar dans un univers commercial en 3D. Congrès International de l'association Française du Marketing, Brest, France. Poncin, I., Garnier, M., & Ben Mimoun, M. (2012). Improving consumer performance and perceived service quality in a new type of commercial environment in 3D: the help of a virtual salesperson. AM2012, Southampton, United Kingdom.
Poncin, I., Garnier, M., & Ben Mimoun, M. (2012). Humanisation et socialisation sur Internet entre AVI et AVATAR mon coeur balance. Congrès Association Information and Management (AIM), Bordeaux, France. Poncin, I., Ben Mimoun, M., & Garnier, M. (2011). Virtual Sales Agents: the reasons of failure. World Academy of Marketing Science, Reims, France. Poncin, I., Ben Mimoun, M., & Garnier, M. (2011). Ubiquitous Technologies: A new challenge for multichannel marketing. EMAC - European Marketing Academy Conference, Ljubjana, Slovenia. Poncin, I. & Garnier, M. (2011). Avatar Identification on 3D Commercial Website: Gender Issues. Informs Marketing Science Conference, Houston, Texas. Poncin, I., Ben Mimoun, M., & Garnier, M. (2011, October). The help of a virtual salesperson: a way of improving Consumer Performance and perceived quality of service in a new type of commercial environment (3D). Conférence International Innovation Service et Marketing Digital (ISMD), Lille, France. approche Webnographique. 15th Congress of the French Informational and Management Association, La Rochelle, France. Ben Mimoun, S., Garnier, M., & Poncin, I. (2010). A new typology of Virtual Sales Agents. Proceedings of the Academy of Marketing Conference, Coventry, United Kingdom. Ben Mimoun, S., Garnier, M., & Poncin, I. (2010). U-Virtual Sales Agents: Ubiquity as the new challenge for Multichannel Retailing. Proceedings of EMAC Conference, Copenhagen, Denmark. approche «Webnographique». Actes de la Conférence de l'aim, La Rochelle, France. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010). L'apport des avatars vendeurs sur un site commercial 3D. Journée de Recherche en E-Marketing, Paris, France. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010, July). A new typology of Virtual Sales Agents. Academy of Marketing Science Annual Conference, Coventry, United Kingdom. Ben Mimoun, M., Poncin, I., & Garnier, M. (2010, June). U-Virtual Sales Agents: Ubiquity as the new challenge for Multichannel Retailing. Multichannel Retailing Special session, 39th European Marketing Academy Conference (EMAC), Copenhagen, Denmark. Garnier, M., Maille, V., & Poncin, I. (2010, June). Perceived Realism and Virtuality: The Impact of Sensory Experiences on a 3D Commercial Website. EMAC - European Marketing Academy Conference, Copenhagen, Denmark. Garnier, M. & Poncin, I. (2010, May). Joindre l'utile à l'agréable? L'expérience de shopping sur un site commercial en 3D. AFM Annual Conference, Le Mans, France. commercial website. Proceedings of Advances in Consumer Research, Pittsburgh, United States of America. GARNIER, M. (2009). The Savvy French Consumer: A cross-cultural replication. Proceedings of the Academy of Marketing Conference, Leeds, United Kingdom. GARNIER, M. & Poncin, I. (2009). A Sims on the screen... is it me?': Consumer as an avatar and immersion on a 3D commercial website. Proceedings of the Academy of Marketing Conference, Leeds, United Kingdom. commercial website. Proceedings of Advances in Consumer Research, Pittsburgh, United Kingdom. Poncin, I. & Garnier, M. (2009). L'expérience sur un site de vente 3D : du réel à l'imaginaire, la troisième voie du virtuel. Conference of the Administrative Sciences Association of Canada, Niagara Falls, Canada. Poncin, I. & Garnier, M. (2009). L'expérience sur un site de vente 3D. Le vrai, le faux et le virtuel : à la croisée des chemins. Actes de la Journée de Recherche en E-Marketing, Paris, France. Garnier, M. & Poncin, I. (2009, October). To be or not to be? Virtual experience and immersion on a 3D commercial website. Advances in Consumer Research, Pittsburgh, United States of America. PONCIN, I. & Garnier, M. (2009, September). L'expérience sur un site de vente 3D. Le vrai, le faux et le virtuel : à la croisée des chemins. Journée du e-marketing, Paris, France.
Garnier, M. & Poncin, I. (2009, July). A Sims on the screen... is it me?': Consumer as an avatar and immersion on a 3D commercial website. Academy of Marketing Annual Conference, Leeds, United Kingdom. Poncin, I. & Garnier, M. (2009, June). L'expérience sur un site de vente 3D : du réel à l'imaginaire, la troisième voie du virtuel. Conference of the Administrative Sciences Association of Canada, Niagara Falls, Canada. Desse, S. & Garnier, M. (2008). An Exploratory Research on the Concept of Attachment to the Retailer : a Work in Progress for a New Scale Development. Proceedings of the Academy of Marketing Conference, Aberdeen, Scotland. GARNIER, M. (2008). Exploring The Dark Side of Commitment An Application to the Commitment- Loyalty Link Toward a Search Engine. Proceedings of the Academy of Marketing Conference, Aberdeen, Scotland. GARNIER, M. (2008). Loyalty to a search engine: an hedonic vs utilitarian perspective. Poster Session at the 37th EMAC Conference, Brighton, United Kingdom. GARNIER, M. (2007). Measuring Web site loyalty: a comparison between action, intention and recommendation. Proceedings of the Academy of Marketing Conference, London, United Kingdom. GARNIER, M. & Gavard-Perret, M. L. (2003). Internet et traitement de l'information : contribution à la compréhension du comportement de l'internaute. Actes du Congrès de l'association Française de Marketing (AFM), Tunis, Tunisia. Research Reports 2011: Poncin, I., Ben Mimoun, M., & Garnier, M., Rapport VVU., submitted to Region NDPC et FEDER. 2011: Poncin, I. & Garnier, M., Synthèse Multicanal., submitted to CCI Lille. Other Research 2013: Garnier, M., Avatar du Consommateur en Marketing - Interview réalisée par www.tvdma.org, la 1ère Web TV en management et droit des entreprises. [Discipline-Based Scholarship] Professional Service Reviewer: Conference Paper 2009 2012: Conference Association Française du Marketing (National). Reviewer: Reviewer for a Journal 2011: Recherche et Applications en Marketing (International). Professional Memberships Academy of Marketing, N.C Administrative Sciences Association of Canada (ASAC), N.C AFM (Marketing French Association), N.C Association for Consumer Research (ACR), N.C Ciel Innovations, N.C European Marketing Association (EMAC), N.C PICOM, N.C