BORRAZ Stéphane

Marketing

PhD, Marketing

Stéphane Borraz is Assistant Professor of Marketing at NEOMA Business School. Her teaching focuses on luxury industries for MSC students, luxury brand marketing, communication, and digital marketing in the TEMA cycle.He carries out research mainly in consumption, analyzing consumer experiences, and managing luxury brands, intending to study consumer culture (Consumer Culture Theory).
The research was published in leading journals in France (Recherches et Applications en Marketing) and international (Journal of Marketing, Journal of Retail and Consumer Services, Research in Consumer Behavior).His teaching is complemented by the coordination and responsibility of the luxury courses and the Taittinger Prize, a leading partnership.

Areas of research

Management of luxury brands
Consumer experiences
Culture of Consumption (sociology)
Emotional experiences

Recent academic contributions

DUBREUIL, C., D. DION, S. BORRAZ, "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence", Journal of Business Ethics, September 2022
DOI : 10.1007/s10551-022-05247-2
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivity and reflexivity: The contributions of countertransference to interpretative research", Recherche et Applications en Marketing (English Edition), August 2021, vol. 36, no. 1, pp. 65-81
DOI : 10.1177/2051570720942384
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivité et réflexivité : les apports du contre-transfert aux recherches interprétatives", Recherche et Applications en Marketing, January 2021, vol. 36, no. 1, pp. 63-79
DOI : 10.1177/0767370120936197

Article

DUBREUIL, C., D. DION, S. BORRAZ, "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence", Journal of Business Ethics, September 2022
DOI : 10.1007/s10551-022-05247-2
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivity and reflexivity: The contributions of countertransference to interpretative research", Recherche et Applications en Marketing (English Edition), August 2021, vol. 36, no. 1, pp. 65-81
DOI : 10.1177/2051570720942384
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivité et réflexivité : les apports du contre-transfert aux recherches interprétatives", Recherche et Applications en Marketing, January 2021, vol. 36, no. 1, pp. 63-79
DOI : 10.1177/0767370120936197
BORRAZ, S., "Chapter 1 Love and Locks: Consumers Making Pilgrimages and Performing Love Rituals", Research in Consumer Behavior, January 2019, vol. 20, pp. 7-21
DOI : 10.1108/S0885-211120190000020004
DION, D., S.BORRAZ, "Managing Status: How Luxury Brands Shape Class Subjectivities in the Service Encounter", Journal of Marketing, September 2017, vol. 81, no. 5, pp. 67-85
DOI : 10.1509/jm.15.0291
DION, D., S.BORRAZ, "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry", Journal of Retailing and Consumer Services, January 2015, vol. 22, pp. 77-84
DOI : 10.1016/j.jretconser.2014.09.005

Book chapter

BORRAZ, S., "Objectivation et subjectivation des consommateurs dans les dispositifs marchands" in Michel Foucault et la consommation., Yohan Gicquel et Dominique Roux Ed., EMS - Editions Management et Société, pp. 52-74, 2018

Books

MICHEL, G., F.BERGER-RÉMY, S.BORRAZ, N.FLECK, B.HEILBRUNN, Quand les Artistes s'emparent des Marques, Editions Dunod, Paris, 2015

Academic conferences

BORRAZ, S., "Malfunctions While Co-Creating Value In Branded Services: A Service- Dominant Logic Approach Of Customer Experiences" in 18th International Marketing Trends Conférence, 2019, Venice
BORRAZ, S., "Making magic, art, and building value: when consumers endow things with agency" in Consumer Culture Theory Conference, 2018, Odense, Denmark
BORRAZ, S., H.GORGE, M.HERBERT, "Informing the Ideological Meaning of Concepts in Consumer Research. The Case of Exclusion" in Institutul Cultural Român (ICR), 2017, Stockholm
BORRAZ, S., "Rites et pratiques d’appropriation de l’espace mythologique de Paris" in Journées Normandes de Recherche sur la Consommation (JNRC), 2017
BORRAZ, S., "La question des usages de Foucault pour penser la consommation”, in Penser critique, la consommation à travers les mondes de Foucault" in Colloque URCA, 2016

Participation at an academic or professional conference

BORRAZ, S., "Love, Magic, and Art: Object Agency and the Disseminated Self" in ICR 11TH EIASM INTERPRETIVE CONSUMER RESEARCH WORKSHOP, 2022, Liverpool, UK, United Kingdom
BORRAZ, S., C. DUBREUIL, "“I will take that plane because…”: consumers' justifications facing ambivalence in times of global warming" in JNRC, 2022, Le Havre, France
BORRAZ, S., "Le contexte du concept : appréhender la part idéologique des concepts en recherche sur la consommation" in Journées Normandes de Recherche sur la Consommation, 2020, (online), France

Professional journals

BORRAZ, S., "Les cadenas d’amour : émotions et pratiques rituelles dans l’espace mythologique de Paris", Survey Magazine, April 2019