Yamen Koubaa
Associate Professor in Marketing - Director of the Bachelor Programmes
Discipline department
Marketing
Teaching area
Marketing
Bio
Yamen Koubaa is an Associate Professor of Marketing and International Affairs. He joined EM Normandie in 2019. He has a PhD in Marketing Science from the University of Marketing and Distribution Sciences, Ryūtsū Kagaku Daigaku, Japan, awarded in 2009 and HDR awared in 2022. His thesis is on the modelling of the decision-making process when purchasing hybrid products. His research interests are brand image, quantifying purchase decisions, the use of statistics as a tool in market research and olfactory marketing. He is Director of the Bachelor Programmes.
Degrees
2022 : HDR, Université de Caen Basse-Normandie
2009 : PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan
2009 : PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan
Professional experience
Since 2019 : associate professor of marketing, EM Normandie
Publications
Publications
Year of publication
Type
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
PhD Dissertation / Accreditation to Supervise Management Research
Koubaa, Y 2009, "Product country image, brand image, product evaluation and consumer subsequent behavior: an international marketing perspective", PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan.
2009
PhD Dissertation / Accreditation to Supervise Management Research
Eleuch, A & Koubaa, Y (forthcoming), '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
Academic articles
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
Academic articles
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
Academic articles
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
Academic articles
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
Academic articles
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
Academic articles
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
Academic articles
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
Academic articles