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Yamen Koubaa

Caen

Professeur Associé en Marketing
Directeur des Programmes Bachelor

Présentation

Yamen Koubaa est professeur associé en marketing et affaires internationales et a rejoint l’EM Normandie en 2019. Il est titulaire d’un PhD en Science du marketing à l’University of Marketing and Distribution Sciences, Ryūtsū Kagaku Daigaku, Japon, obtenu en 2009 et d'un HDR obtenu en 2022. Sa thèse porte sur la modélisation du processus de décision d’achat des produits hybrides. Ses recherches portent sur l’image de marque, la quantification de la décision d’achat, l’utilisation de l’outil statistique en recherche marketing et le marketing olfactif. Il est aussi Directeur des Programmes Bachelor.

Expérience professionnelle

Depuis 2019 : enseignant chercheur en marketing, EM Normandie 

 

Département
Marketing
Matières enseignées
Marketing
Diplômes
2022 : HDR, Université de Caen Basse-Normandie2009 : PhD en Sciences du Marketing, University of Marketing and Distribution Sciences, Kobe, Japon

Publications

  • Koubaa, Y 2022, 'La complexité du jugement et de l’évaluation en marketing : étude des construits, des processus, des méthodes et des effets', Habilitation à Diriger des recherches en Sciences de gestion, Université de Caen Basse-Normandie, Caen, France.

    2022

    Thèse de doctorat/HDR

  • Koubaa, Y 2009, "Product country image, brand image, product evaluation and consumer subsequent behavior: an international marketing perspective", PhD en Sciences du Marketing, University of Marketing and Distribution Sciences, Kobe, Japon.

    2009

    Thèse de doctorat/HDR

  • Eleuch, A & Koubaa, Y (à paraître), 'L'interaction odeur-goût et ses effets marketing sur la perception et la consommation des produits diététiques', Canadian Journal of Administration Sciences/ revue Canadienne des Sciences de l'Administration. FNEGE : 3 ; HCERES : B ; ABS : 2.

    2022

    Articles académiques

  • Koubaa, Y & Eleuch, A 2021, ‘Multimodal perceptual processing: the case of visual-induced olfactory imagery and its effects on taste perception, and the desire to eat’, Journal of Advertising Research, vol. 61, issue 1, pp. 78-94, March. CNRS: 3; FNEGE: 2; HCERES: A ; ABS 3 

    2021

    Articles académiques

  • Koubaa, Y & Eleuch, A 2020, 'Gender effects on odor-induced taste enhancement and subsequent food consumption', Journal of Consumer Marketing, March, vol. 37 No. 5, pp. 511-519. CNRS 4 ; FNEGE 4 ; HCERES C ; ABS : 1

    2020

    Articles académiques

  • Koubaa, Y (2017) "Odor-induced taste enhancement and consumption of low-sugar pastry". International Journal of Market Research, vol. 59 (6), pp. 749-765. 

    2017

    Articles académiques

  • Koubaa, Y, Tabbane, R & Hamouda, M (2017) "Segmentation of the senior market: how do different variables sets discriminate between senior segments?", Journal of Marketing Analytics, vol. (3), pp. 1-12.

    2017

    Articles académiques

  • Koubaa, Y (2016) "An empirical illustration of the transformation process of purchasing: an application of the system dynamic modelling approach". International Journal of Logistics Management, vol. 27 (1), pp. 167-187.

    2016

    Articles académiques

  • Koubaa, Y, Boudali, R.M & Fort, F (2015) "Multidimensional structures of brand and country images and their effect on product evaluation". International Journal of Market Research, vol. 57(1), pp. 95-124. 

    2015

    Articles académiques

  • Koubaa, Y, Tabbane, R & Jallouli, R (2014) "On the use of structural equation modeling in marketing image research", Asia Pacific Journal of Marketing and Logistics, vol. 26(2), pp. 315-338.

    2014

    Articles académiques

  • Koubaa, Y & Eleuch Ep Koubaa, A (2012) "Determinants of Tunisian SMEs exporting behavior". Journal of Global Business and Technology, vol. 8(1), pp.46-59.

    2012

    Articles académiques

  • Koubaa, Y, Ulvoas, G & Chew, P (2011) "The dual impact of traditional and national values on expatriate ethnic groups’ attitudes and willingness to buy". Asia Pacific Journal of Marketing and Logistics, vol. 23(5), pp. 626-640.

    2011

    Articles académiques

  • Koubaa, Y (2009) "Influence of cognition and involvement on product country image effects". Journal of Applied Global Research, vol. 2(3), pp. 29-40. 

    2009

    Articles académiques

  • Koubaa, Y (2009) "Ethnocentrism, country of origin, and brand perception in a special context". International Journal of Business and Emerging Markets, vol. 3(3), pp. 232-248. 

    2009

    Articles académiques

  • Koubaa, Y (2008) "Country of origin, brand image, and brand image structure". Asia Pacific Journal of Marketing and Logistics, vol. 20(2), pp. 139-155.

    2008

    Articles académiques

  • Koubaa, Y & Eleuch, A 2022, 'Influence of different odor intensities on satiation, hunger feeling and the desire to eat', GBATA, Global Business and Technology Association Conference, Istanbul, Turkey, July 3-15.

    2022

    Conférences académiques

  • Koubaa, Y, Fort, F, Boudali, R & Eleuch, A 2019, "L’odeur comme vecteur de promotion des produits sans sucre", AFM 2019 Conference, Caen, France, Mai 15-17.

    2019

    Conférences académiques

  • Koubaa, Y & Medjani, F 2019, "The return on investment of Social Media activities in professional Social Networks", Fourth Annual Conference on Digital Economy, Beirut, Lebanon, April 15-18.

    2019

    Conférences académiques

  • Koubaa, Y, Methamem, R & Eleuch, A 2016, "The impact of different food smell intensities on salivation, hunger feeling and the food consumption", Conference of the Administrative Sciences Association of Canada, Edmonton, Canada, June 4-6. 

    2016

    Conférences académiques

  • Koubaa, Y, Tabbane, R & Hamouda, M (2014) "The multiple criteria segmentation of the senior market: the case of the France", Conference of the Administrative Sciences Association of Canada, Toronto, Canada, May 9-13. 

    2014

    Conférences académiques

  • Koubaa, Y 2013, "SEM in image effects research: an assessment". Kiebel conference, Kuala Lumpur, Malaysia, April 8-9.

    2013

    Conférences académiques

  • Koubaa, Y 2012, "Intercultural communication following mergers and acquisitions", 10th Society of Asian Retailing and Distribution Workshop, Kobe, Japan, 30 Nov - 2 Dec.

    2012

    Conférences académiques

  • Koubaa, Y & Jallouli, R 2012, "Structural equation modeling and image effects: a meta-analysis", Global business and technology association conference, New York, USA, July 10-14. 

    2012

    Conférences académiques

  • Koubaa, Y 2011, "Review of the measurement tools of the purchasing performance of retailers". The 9th Society of Asian Retailing and Distribution Workshop, Peijin, China, November 24-26.

    2011

    Conférences académiques

  • Satayendra, S & Koubaa, Y 2011, "Luxury marketing in emerging markets". The thirteenth global business and technology association conference, , Istanbul, Turkey, July 12-16. 

    2011

    Conférences académiques

  • Koubaa, Y 2010, "Japanese department store: facts and challenges". The twelfth global business and technology association conference, Mpumalanga, South Africa, July 5-9. 

    2010

    Conférences académiques

  • Koubaa, Y 2010, "Arab cultural heterogeneities and services marketing implications: a comparative study". The Thought Leaders Conference on Brand Management, Lugano, Switzerland, April 18-20.

    2010

    Conférences académiques

  • Koubaa, Y & Eleuch, A 2009, "Public policy and international business". Global Business and Technologies Association Conference, Prague, Czech Republic, July 7-11.

    2009

    Conférences académiques

  • Koubaa, Y 2009, "Influence of cognition and involvement on product country image effects". Intellect base Academic Conference, Nashville, TN, USA, May 27-29. 

    2009

    Conférences académiques

  • Koubaa, Y 2009, "Proactive response in marketing during economic recession: case of the Tunisian tourism industry". The 7th Society of Asian Retailing and Distribution Workshop, Chung-Ang University, Seoul Korea, November 23-25. 

    2009

    Conférences académiques

  • Eleuch, A, Koubaa, Y & Fujimoto, H 2009, "Tunisian exporting firms: profile différences". Global Business and Technologies Association Conference, , Prague, Czech Republic, July 7-11. 

    2009

    Conférences académiques

  • Koubaa, Y 2008, "Reconsidering the effect of country of origin on consumer behavior". Global Business and Technologies Association Conference, Madrid, Spain, July 8-12.

    2008

    Conférences académiques

  • Koubaa, Y, Fort, F & Boudhali, R 2008, "The cognitive structures of country and brand images and their impact on product". Global Business and Technologies Association Conference, Madrid, Spain, July 8-12.

    2008

    Conférences académiques

  • Koubaa, Y 2007, "The effect of ethnocentric sense on country image and brand image in a special context", Thought leaders conference on brand management, Birmingham, UK, April 24-25.

    2007

    Conférences académiques

  • Koubaa, Y 2007, "Country of origin information: who uses it, when and how it is used?". Global Business and Technologies Association Conference, Taipei, Taiwan, July 4-7.

    2007

    Conférences académiques

  • Koubaa, Y 2007, "Effect of outsourcing activities on brand image perception and brand image structure: case of two brands with different levels of reputation". Global Business and Technologies Association Conference, Taipei, Taiwan, July 4-7.

    2007

    Conférences académiques

  • Bach Tobgi, Jallouli, R, Koubaa, Y & Nijholt, A (2018) "Digital Economy, Emerging Technologies and Business Innovation". Lectures Notes in Business Information Processing, ed. Springer. 

    2018

    Ouvrages de recherche et Chapitres d'ouvrage

  • Koubaa, Y (2014) "Social Media Data Analytics and implications for consumer research", in Harnessing the power of social media and web analytics, IGI Global Publishing, pp. 201-230.

    2014

    Ouvrages de recherche et Chapitres d'ouvrage

  • Koubaa, Y (2011) "Business education across cultures and across languages", in Services sciences research; strategy and innovation: dynamic knowledge management methods, ICI Global Publishing, pp. 428-463.

    2011

    Ouvrages de recherche et Chapitres d'ouvrage

  • Koubaa, Y & Mingam, F (2015) "BIO3G: learning from failure to revive international markets", The Case Centre, N°: 215-022-1. 

    2015

    Cas pédagogiques

  • Koubaa, Y (2014) "K-Chimie: a trading SME dealing with conflicting payment terms", The Case Centre, N°: 314-221-1.

    2014

    Cas pédagogiques

  • Koubaa, Y (2014) "Intercultural crisis management: the Aceh rehabilitation project", The Case Centre, N°: 414-012-1.

    2014

    Cas pédagogiques

  • Koubaa, Y, Tabbane, S.R & Hamouda, M (2013) "Going international through successful partnerships: the case of GIAS", Emerald Emerging Markets Cases Studies, vol. 3 (1), pp.1-10.

    2013

    Cas pédagogiques

  • Koubaa, Y & Eleuch, A (2012) "Japan: country overview and business characteristics", The Case Centre, N°: 212-022-1.

    2012

    Cas pédagogiques

  • Koubaa, Y (2012) "The economic outcomes of hosting the Olympic Games: positive or negative", The Case Centre, N°: 512-098-1.

    2012

    Cas pédagogiques

  • Koubaa, Y, Jallouli, R & Raboudi, F (2012) "Customer knowledge management", The Case Centre, N°: 912-007-1.

    2012

    Cas pédagogiques

  • Koubaa, Y & Eleuch, A 2012, "Japan eco-points program: the one that kills three with one stone", The case Centre, N°: 512-038-1.

    2012

    Cas pédagogiques

  • Koubaa, Y, Tabbane, S.R. & Hamouda, M (2012) "GIAS international operations: successful stories from an emerging market SME", The Case Centre, N°: 512-108-1.

    2012

    Cas pédagogiques

  • Koubaa, Y (2012) "Country overview and business characteristics ( Australia, Canada, France, Germany, India, Norway, US )", The Case Centre. 

    2012

    Cas pédagogiques

  • Koubaa, Y & Eleuch, A (2012) "Tunisia tourism through the crisis: a proactive struggle to recovery", The Case Centre, N°: 512-093-1.

    2012

    Cas pédagogiques

  • Koubaa, Y 2011, "Cache Coeur: an SME targeting a worldwide clientele". The Case Centre, N°: 511-085-1.

    2011

    Cas pédagogiques

  • Koubaa, Y 2011, "Mexico: opportunities and threats of an emerging market". The Case Centre, N°: 511-088-1.

    2011

    Cas pédagogiques

  • Koubaa, Y 2021, ‘L’imagerie olfactive : voir et sentir’, Vidéos Fnege Médias, 15 décembre.

    2021

    Vidéos de vulgarisation