Yamen Koubaa

Yamen Koubaa

Associate Professor in Marketing - Academic Director of Graduate Program Cross-Cultural Marketing & Negotiation - Academic Director of European Business Program

Yamen Koubaa
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. 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 the Director of M2/MSc Cross Cultural Marketing & Negotiation and the European Business Programme.
Degrees
2009 : PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan
Professional experience

Since 2019 : associate professor of marketing, EM Normandie

Yamen Koubaa
Yamen
Koubaa
+33 (0)2 61 10 08 70
ykoubaa@em-normandie.fr

Publications

Publications

Year of publication

Type

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

Koubaa, Y & Eleuch, A 2020, ‘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. March. CNRS: 3; FNEGE: 2; HCERES: A ; ABS 3 

2020
Academic articles

Koubaa, Y & Eleuch, A 2020, 'Gender effects on odor-induced taste enhancement and subsequent food consumption', Journal of Consumer Marketing, March. 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

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
Academic articles

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
Academic articles