![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# PUESCHEL Julia { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "PUESCHEL\u0020Julia", "item": "https://neoma-bs.com/node/8605.md" } ] } - [Home](https://neoma-bs.com/) - PUESCHEL Julia ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/30245-pueschel-julia.jpg?itok=yZbdKV-t)PUESCHEL Julia Assistant Professor - About - Academic publications [Marketing](https://neoma-bs.com/departements/marketing) PhD in Management Sciences, specialization in Marketing Julia Pueschel is Assistant professor of marketing and director of MSc Luxury Marketing at Neoma Business School. She was awarded a Ph.D. in management sciences at Université Paris Dauphine, PSL University, Paris. She teaches consumer behavior, marketing strategy, product design and innovation, and qualitative research methods. Her primary research interests are in luxury marketing, luxury counterfeit consumption, consumer behavior, and qualitative research methods. Her work has been published in the Journal of Business Research, Recherches et Applications en Marketing, and Management International. Prior to becoming an academic, she worked in business organizations in the United Arab Emirates as a member of higher management and had developed an interest in studying luxury brands and consumer behavior. ### Areas of research - Consumer Behavior - Luxury Marketing - Counterfeit Consumption - Culture and Consumption ## Recent academic contributions HOU , A., B. PARGUEL, J. PUESCHEL, ""MADE IN CHINA” luxury: why chinese generations matter" in *Global Marketing Conference*, pp. 1099-1099, 2025 HAO, S., J. PUESCHEL, B. H. SCHMITT, "Decoding luxury shaming using genai and consumer perspectives" in *Global Marketing Conference*, pp. 924-924, 2025 PUESCHEL, J., S. HAO, "country perceptions, environmental consciousness, and second-hand luxury consumption–evidence from china" in *Global Marketing Conference*, pp. 20-20, 2025 ## Publications SRIVASTAVA, G., S. BAG, P. J. RAMUDU, S. K. SHRIVASTAV, J. PUESCHEL, A. C. BENABDELLAH, "Theoretical Perspectives on the Impact of Generative AI on the Tourism Sector: A Literature Review", *Journal of Global Information Management*, September 2025, vol. 33, no. 1 DOI : [ 10.4018/JGIM.388177 ](https://dx.doi.org/10.4018/JGIM.388177) PUESCHEL, J., S. BORRAZ, "What Does Luxury Meme? New Cultural Intermediaries And The Reconfiguration Of Luxury Meanings", *Advances in Consumer Research*, October 2023, vol. 51, pp. 416 PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing digital luxury wearable assets: imaginaries and practices", *Carnets de la Consommation*, June 2023, vol. 10, no. 6 PUESCHEL, J., "The role of culture in the consumption of luxury and luxury counterfeits", *Luxury adviser*, January 2022 ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", *Journal of Business Research*, June 2022, vol. 145, pp. 784-800 DOI : [ 10.1016/j.jbusres.2022.02.087 ](https://dx.doi.org/10.1016/j.jbusres.2022.02.087) PUESCHEL, J., "The metaverse could be a goldmine for luxury brands - but only if they listen to gamers' concerns", *Luxury adviser*, November 2022 PUESCHEL, J., B. PARGUEL, C. CHAMARET, "Talking about my generation : comment les valeurs façonnent la consommation de luxe", *Recherche et Applications en Marketing*, June 2021, vol. 36, no. 2, pp. 21-41 DOI : [ 10.1177/2051570720966273 ](https://dx.doi.org/10.1177/2051570720966273) PUESCHEL, J., "I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers", *Management International*, January 2021, vol. 24, pp. 36-48 PUESCHEL, J., C.CHAMARET, B.PARGUEL, "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries", *Journal of Business Research*, August 2017, vol. 77, pp. 184-194 DOI : [ 10.1016/j.jbusres.2016.11.008 ](https://dx.doi.org/10.1016/j.jbusres.2016.11.008) ## Chapters PUESCHEL, J., C. CHAMARET, "Counterfeit Luxury Consumption and the Role of Culture" in *Counterfeit Luxury and Consumption*., Cláudio Félix Canguende-Valentim, António Carrizo Moreira, Vera Teixeira Vale Eds, Routledge, Taylor & Francis Group, 2025 PUESCHEL, J., C.CHAMARET, B.PARGUEL, "I. Le rôle de la culture dans la consommation de contrefaçon de luxe : le cas des Émirats arabes unis" in *L'état du management*., V. Guillard et B. Oxibar Ed., Editions la Découverte, pp. 7-15, 2019 ## Conferences HOU , A., B. PARGUEL, J. PUESCHEL, ""MADE IN CHINA” luxury: why chinese generations matter" in *Global Marketing Conference*, pp. 1099-1099, 2025 HAO, S., J. PUESCHEL, B. H. SCHMITT, "Decoding luxury shaming using genai and consumer perspectives" in *Global Marketing Conference*, pp. 924-924, 2025 PUESCHEL, J., S. HAO, "country perceptions, environmental consciousness, and second-hand luxury consumption–evidence from china" in *Global Marketing Conference*, pp. 20-20, 2025 PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in *Fifty Years of Consumer Research*, 2023 GOUDEY, A., J. PUESCHEL, S. MOOKHERJEE, S. HAO, "Brands in Metaverse", *Global Marketing Conference*, pp. 963-963, 2023, Seoul DOI : [ 10.15444/GMC2023.12.03.0 ](https://dx.doi.org/10.15444/GMC2023.12.03.0) PUESCHEL, J., S. MOOKHERJEE, S. HAO, A. GOUDEY, "Metaverse & Brands" in *Special Conference on Metaverse*, *Advances in Consumer Research*, 2023 ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in *Global Marketing Conference*, 2023 PUESCHEL, J., S. ICHIKAWA, S. HAO, M. TOUZANI, "From mainstream to ugly luxury: Evidence from Chinese millennials" in *Monaco Symposium on Luxury 2023*, 2023, Monaco HOU ANDRE, A., B. PARGUEL, J. PUESCHEL, "COO effect in Chinese luxury consumption: Does generation matter?" in *Global Marketing Conference*, *Global Marketing Conference*, pp. 80-87, 2023, Seoul DOI : [ 10.15444/GMC2023.01.10.03 ](https://dx.doi.org/10.15444/GMC2023.01.10.03) PUESCHEL, J., S. MOOKHERJEE, "Luxury Brands in Metaverse" in *Association for Consumer Research*, 2022 PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" in *International Conference on Crypto-Marketing*, 2022 PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *Monaco Symposium on Luxury*, 2018, Monaco, Monaco PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *Academy of Marketing Science Annual Conference*, 2018, New Orleans, United States PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *EURAM*, 2018, Reykjavík, Iceland PUESCHEL, J., ""I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers" in *ATLAS-AFMI Conference*, 2018, Paris, France PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *Atlas-AFMI Conference*, 2017, Antananarivo, Madagascar PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *The Mystique of Luxury Brands Conference*, 2017, Seoul, Korea, Republic Of PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *Global Fashion Management Conference*, 2017, Vienna, Austria PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in *ANZMAC Conference*, 2017, Melbourne, Australia PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in *Monaco Symposium on Luxury*, 2016, Monaco, Monaco PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in *Atlas-AFMI Conference*, 2016, Nice, France ## Research seminars PUESCHEL, J., M. C. ZANETTE, M. TOUZANI, "Re-arranging dressing practices: the role of objects in spreading ugly luxury " *Marketing Research Seminar - Neoma Business School*. 2021, On-line, France PUESCHEL, J., "Luxury brands and luxury consumers in the GCC countries" *ecture / Workshop for graduate students of Paris – Dauphine University*. 2018, Dubai, United Arab Emirates PUESCHEL, J., "Consumption of counterfeit luxury goods" *Research Seminar of M-Labs, Dauphine University*. 2018, Paris, France PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" *Women Empowerment, French Embassy*. 2016, Abu Dhabi,, United Arab Emirates PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" *Research Seminar of Sociology and Philosophy Department,Paris-Sorbonne University Abu Dhabi*. 2016, Abu Dhabi, United Arab Emirates