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AYADI Kafia

PhD, Management

Dr. Kafia AYADI PhD is an Assistant Professor of Marketing and Consumer Behaviour. Her primary research interests are Consumer Behaviour and Marketing, Sharing economy, Tournism and children as Consumers. Ethics. She is a specialist of children’s socialisation and consumption behaviour in the field of food industry, services, retailing and museums. Her research articles have been published in scientific journals such as Journal of Travel & Tourism Management, International Journal of Retail and Distribution Management, Young Consumers, Management & Avenir and book chapters. Her teaching experience includes courses such as Marketing Management; Consumer Behaviour, Strategic Marketing, International Marketing and Intelligence Marketing from Bachelor to Master 2 level. She coordinates these courses: Marketing Management (PGE), Market Intelligence (MsC IMBM), comportement du consommateur (BMS) and Research Methodology (Msc UIBE China). Dr AYADI is a regular reviewer in Young Consumers, Association for Consumer Research and Global Marketing Conference.

Areas of research

  • Kids as consumers
  • Digimums
  • Food behavior
  • Online distibution

Recent academic contributions

  • AYADI, K., I.MURATORE, "Digimums’ online grocery shopping: the end of children’s influence?", International Journal of Retail & Distribution Management, March 2020, vol. 48, no. 4, pp. 348-362
    DOI : 10-1108_IJRDM-09-2019-0291
  • AYADI, K., "The link of dissimilar service recovery and oline complaining behavior", 2019

Academic Journals

  • AYADI, K., I.MURATORE, "Digimums’ online grocery shopping: the end of children’s influence?", International Journal of Retail & Distribution Management, March 2020, vol. 48, no. 4, pp. 348-362
    DOI : 10-1108_IJRDM-09-2019-0291
  • MANTHIOU, A., K.AYADI, A.LEE, L.CHIANG, L.TANG, "Exploring the Roles of Self-Concept and Future Memory at Consumer Events: The Application of an Extended Mehrabian - Russell Model", Journal of Travel & Tourism Marketing, May 2017, vol. 34, no. 4, pp. 531-543
    DOI : 10.1080/10548408.2016.1208786
  • AYADI, K., L.CAO, "Exploring children’s responses to store atmosphere", International Journal of Retail & Distribution Management, October 2016, vol. 44, no. 10, pp. 1030-1046
    DOI : 10.1108/IJRDM-08-2015-0125
  • DE BARNIER, V., J.LAGIER, K.AYADI, "J'aime mon musée : la perception esthétique des enfants et leur rapport à l'art", Management & Avenir, June 2015, vol. 4, no. 78, pp. 41-57
  • RABASSO, J., C.RABASSO, K.AYADI, "Consommation responsable et jeunes: une approche transculturelle", Qualitique, December 2012, no. 239, pp. 43-53
  • AYADI, K., P.EZAN, "Pour bien grandir, mange au moins 5 fruits et légumes par jour ! Impact des bandeaux sanitaires sur les pratiques alimentaires des enfants", Management & Avenir, October 2011, no. 48, pp. 57-75
  • RAJOHANESA, N., K.AYADI, C.MASSEROT, "L'enfant, les aliments plaisir et l'équilibre alimentaire: paradoxe ou complémentarité?", Management & Avenir, November 2010, no. 37, pp. 140-158
  • AYADI, K., J.BREE, "Le rôle des interactions au sein de la famille dans la construction du répertoire alimentaire chez l'enfant. Une approche mésosystèmique", Management & Avenir, 2010, no. 37, pp. 194-214
  • AYADI, K., J.BRÉE, "An ethnography of the transfer of food learning within the family", Young Consumers, 2010, vol. 11, no. 1, pp. 67-76
  • AYADI, K., "The role of school in reducing the prevalence of child obesity", Young Consumers, September 2008, vol. 9, no. 3, pp. 170-178
  • AYADI, K., B.YOUNG, "Community partnerships: preventing childhood obesity", Young Consumers, December 2006, vol. 7, no. 4, pp. 35-40

Book chapter

  • GOLLETY, M., N.GUICHARD, K.AYADI, "La consommation dans la famille : des influences de nature" in Kids Marketing., Brée J. Ed., Collection Consommation des 0/25 ans, pp. 223-254, 2012
  • AYADI, K., M.GOLLETY, "La famille : un lieu d’échanges privilégiés pour apprendre à consommer" in Kids Marketing., Brée J. Ed., Collection Consommation des 0/25 ans, pp. 149-176, 2012
  • AYADI, K., "Children and parents reciprocal food learning: an exploratory study" in Marketing in Dynamic Environments: Contemporary Research Advances., Veloutsou C. et Papadopoulos N. Ed., ATINER Publications (Athens Institute for Education and Research), pp. 289-300, 2008
  • AYADI, K., S.ZOUARI, "Decision making process while choosing the shopping place by teenage girls" in Marketing in Dynamic Environments: Contemporary Research Advances., Veloutsou C. et Papadopoulos N. Ed., ATINER Publications (Athens Institute for Education and Research), pp. 301-314, 2008

Academic conferences

  • AYADI, K., "The link of dissimilar service recovery and oline complaining behavior", 2019
  • MANTHIOU, A., K.AYADI, V. G.KUPPELWIESER, "The social media scape: An integrative framework and measurement scale" in 2016 Global Marketing Conference, 2016, Conrad Hong Kong, Hong Kong
  • AYADI, K., "Do retailers have an accountability towards children’s food wellbeing?" in Kids and Retailing Conference, 2017, Bordeaux, France
  • AYADI, K., G.GUINCHEVA, J.LAGIER, ""The screen behind the conversation...On the impact of digital device on children-adults interactions in museum visit"" in Marketing of Arts, Cultural and Creative Industries Symposium, Turin (Italy), 2016
  • AYADI, K., I.MURATORE, "Parental online buying: the end of children’s influence?" in 7th international Children and Teen Consumption Conference, 2016
  • MANTHIOU, A., K.AYADI, V. G.KUPPELWIESER, "The social media scape: An integrative framework and measurement scale", Global Marketing Conference, 2016, Hong Kong
  • AYADI, K., L.CAO, "Child consumers are not miniature adults: how children re-appropriate store environments" in 2nd, International Colloquium on Kids and Retailing, 2015, Budapest, Hungary
  • ULRICH, I., O.BOUJENA, Y.PIRIS JABINET, L.CHICHEPORTICHE, K.AYADI, "Food metaphor in advertisings of non-food brands: an exploratory examination" in 3rd , International Conference on Contemporary Marketing Issues (ICCMI), 2015, Londres, United Kingdom
  • AYADI, K., V.DE BARNIER, J.LAGIER, ""J'aime mon musée : la perception esthétique des enfants et leur rapport à l'art"" in 13th International Marketing Trends Conference, Venice (Italy), 2014
  • RABASSO, C., J.RABASSO, K.AYADI, "Responsible Consumption Perception by International Young Consumers: Local Habits or Global Behavior?" in Global Marketing Conference, Korean School of Marketing Seoul, 2012, Seoul, Korea, Republic Of
  • AYADI, K., "Social marketing used at school to fight children obesity prevalence: a French school case study" in 11th International Marketing Trends Conference, 2012, Venise, Italy
  • AYADI, K., "Styles parentaux d'éducation et transmissions intrafamiliales des pratiques alimentaires" in 10ème Colloque International de l’Association Tunisienne du Marketing (ATM), 2012, Hammamet, Tunisia
  • RABASSO, C., J.RABASSO, K.AYADI, "Consommation responsable et diversité: une approche transculturelle" in 6èmes, Rencontres Internationales de la Diversité, 2010, Corte, France
  • BREE, J., K.AYADI, P.EZAN, "Intra-generational influences in food consumption: the role of siblings" in 4th International Multidisciplinary Child and Teen Consumption Conference, 2010, Norrköping, Sweden
  • AYADI, K., P.EZAN, N.RAJOHANESA, "C'est trop bon! Les représentations de la gourmandise par les enfants de 7 à 10 ans" in 9th International Marketing Trends Conference, 2010, Venise, Italy
  • AYADI, K., P.EZAN, "Communiquer sur les produits plaisir auprès des enfants dans le domaine alimentaire: enjeux et controverses" in 16ème Colloque National de la Recherche en IUT, 2010, France
  • AYADI, K., "Children perception of store atmosphere : youth consumers are not miniature adults" in 39th European Marketing Academy Annual Conference (EMAC), 2010, Copenhague, Denmark
  • AYADI, K., "Le transfert des préférences alimentaires au sein de la famille, un processus bidirectionnel" in 77e Congrès de l'Association Francophone pour le Savoir (ACFAS), 2009, Ottawa, Canada
  • AYADI, K., P.EZAN, "Impact des allégations santé dans les messages publicitaires télévisés sur les pratiques alimentaires des enfants " in XIV Colloque National de la Recherche en IUT, 2008, Lyon, France
  • AYADI, K., P.EZAN, "L'utilisation de l'image des enfants dans les supports de Communications : application dans le secteur banque-assurance" in XIII Colloque National de la Recherche en IUT, 2007, Metz, France
  • AYADI, K., J.BREE, "La "famille-consommateur" et l'apprentissage du goût: une approche par les études de cas" in 5ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2007, Tunisia
  • EZAN, P., K.AYADI, "Lorsque le marketing participe à la réduction de la prévalence de l’obésité chez l’enfant : le cas EPODE " in XII Colloque National de la Recherche en IUT, 2006, Brest, France
  • AYADI, K., "Perception du point de vente par les enfants : étude de l'impact des couleurs et de la musique " in 10èmes Journées de Recherche en Marketing de Bourgogne, 2005, Dijon, France
  • AYADI, K., "Préférences alimentaires et socialisation de l’enfant consommateur " in 1ère Journée AFM du Marketing Agroalimentaire, 2005, Montpellier, France
  • AYADI, K., "Apprentissage du goût et préférences alimentaires chez l'enfant" in XIè Colloque National de la Recherche dans les IUT, 2005, Université de Rouen, France

Dissemination activity

  • AYADI, K., A.BORGES, "The role of peer identification in shaping the healthy-eating beliefs of children" in Association for Consumer Research North American Conference, 2015, New Orleans, United States
  • AYADI, K., V.DE BARNIER, "L’art, la publicité et les enfants: l’impact de la familiarité sur l’accroissement du désir et du goût de consommer des produits culturels" in International Association of Arts and Cultural Management (AIMAC), 2015, France
  • AYADI, K., A.MANTHIOU, "Does visitors' memory matter? The Application of an extended Mehrabian and Russel model at Armada Festival" in Global Marketing Conference, 2014, Singapore
  • AYADI, K., "Can social marketing address childhood obesity? An ethnography study of French elementary school" in Kids Marketing - Trends on Children Consumer Behaviour and Marketing to Kids, 2011, Portugal
  • AYADI, K., J.BREE, "La socialisation alimentaire de l'enfant au sein de sa famille: sujet ou acteur?" in 27ème Congrès Annuel de l'Association Française du Marketing (AFM), 2011, Bruxelles, Belgium
  • AYADI, K., "Ethnicity and family food socialization in a bi-cultural environment" in 9th Annual International Conference on Marketing ATINER, 2011, Greece
  • AYADI, K., J.BREE, "Wealth and Variety of Food Practices in Immigrant Populations in France: A Tunisian Case" in 8th Annual International Conference on Marketing, ATINER, 2010, Athens, Greece
  • AYADI, K., B.YOUNG, M.NAJA, "Reverse socialization and the prevention of childhood obesity" in INFORMS Marketing Science Conference, 2008, Canada
  • AYADI, K., "Children and parents reciprocal food learning: a conceptual framework" in 5th Annual International Conference on Marketing, ATINER, 2007, Greece
  • AYADI, K., S.ZOUARI, "Decision making process while choosing the shopping place by teenager girls: an exploratory study" in 5th Annual International Conference on Marketing, ATINER, 2007, Greece
  • AYADI, K., "When children teach parents new food habits" in INFORMS Marketing Science Conference, 2006, United States