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GODEY Bruno

PhD, Management, Marketing

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Marketing
PhD, Management, Marketing

Bruno GODEY is Full Professor of Marketing at NEOMA BS (Rouen campus). He holds a PhD in Management Sciences, specialising in Marketing. He is a member of an international research team with whom he regularly publishes in academic journals (Journal of Business Research, Psychology & Marketing, Electronic Markets, International Journal of Retail and Distribution Management...) and international conferences. In recent years, he has successively served as head of the Marketing Department, pedagogical head of the Objectif Manager programme (executive education) for the Rouen Campus and faculty coordinator. He has just taken over as head of the Bachelor in Service Management. This new programme based on French excellence includes three specialisations: retail with EC@L, gastronomy with Fauchon, and hair and beauty with L'Oréal.

Areas of research

  • Luxury Products and Brands, Distribution
  • Marketing
  • Brand
  • Luxury
  • Retail

Recent academic contributions

  • GODEY, B., A. MANTHIOU, D. PEDERZOLI, "The Effect of Secondhand Extension on Online and Offline Traditional Retailing Environments: An abstract", Academy of Marketing Science Annual Conference, 2022
  • GODEY, B., O. BOUJENA, D. PEDERZOLI, G. AIELLO, R. DONVITO, "Does the country-of-origin still have an impact on the consumer of luxury brands? A longitudinal international approach" in International Marketing Trends Conference, 2022
  • GODEY, B., D. PEDERZOLI, O. BOUJENA, R. DONVITO, G. AIELLO, "The impact of the COO on the consumer of luxury brands : A longitudinal international study" in 7th International Consumer Brand Relationships Conference, 2022

Article

  • BOUJENA, O., I. ULRICH, A. MANTHIOU, B. GODEY, "Customer engagement and performance in social media: A managerial perspective", Electronic Markets, December 2021, vol. 32, no. 4, pp. 965 - 987
    DOI : 10.1007/s12525-020-00450-3
  • DONVITO, R., G. AIELLO, L. GRAZZINI, B. GODEY, D. PEDERZOLI, K. -P. WIEDMANN, C. HALLIBURTON, P. CHAN, J. TSUCHIYA, I. SKOROBOGATYKH, H. OH, R. SINGH, M. EWING, Y. LEE, L. FEI, C. RONG CHEN, N. YEE-MAN SIU, "Does personality congruence explain luxury brand attachment? The results of an international research study", Journal of Business Research, November 2020, vol. 120, pp. 462-472
    DOI : 10.1016/j.jbusres.2020.06.047
  • MAZZUCCHELLI, A., R.CHIERICI, F.CERUTI, C.CHIACCHIERINI, B.GODEY, D.PEDERZOLI, "Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook", Journal of Global Fashion Marketing, May 2018, vol. 9, no. 3, pp. 270-286
    DOI : 10.1080/20932685.2018.1461022
  • GODEY, B., A.MANTHIOU, D.PEDERZOLI, J.ROKKA, G.AIELLO, R.DONVITO, R.SINGH, "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior", Journal of Business Research, December 2016, vol. 69, no. 12, pp. 5833-5841
    DOI : 10.1016/j.jbusres.2016.04.181
  • GODEY, B., G.AIELLO, R.DONVITO, L.GRAZZINI, C.HALLIBURTON, B.WAGNER, J.WILSON, D.PEDERZOLI, I.SHOKOLA, "An international comparison of "made in Italy" in the fashion, furniture and food sectors: An observational research study in France, Russia and United Kingdom", Journal of Global Fashion Marketing, June 2015, vol. 6, no. 2, pp. 136-149
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, P.CHAN, "Modeling links between the decision-making process and luxury brand attachment: An international comparison", Journal of Global Scholars of Marketing Science: Bridging Asia and the World, November 2013, no. 4, pp. 361-378
    DOI : 10.1080/21639159.2013.818283
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, K.WIEDMANN, "A cross-cultural exploratory content analysis of the perception of luxury from six countries", Journal of Product and Brand Management, May 2013, no. 3, pp. 229-237
    DOI : 10.1108/JPBM-02-2013-0254
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, P.CHAN, "Brand and country-of-origin effect on consumers' decision to purchase luxury products", Journal of Business Research, April 2012, no. 10, pp. 1461-1470
  • PEDERZOLI, D., B.GODEY, N.HENNINGS, K.-P.WIEDMANN, C.KLARMANN, "What is the value of luxury? A cross-cultural consumer perspective", Psychology and Marketing, November 2012, vol. 12, no. 12, pp. 1018–1034
    DOI : 10.1002/mar.20583
  • LAI, C., B.GODEY, "Construction of International Brand Portfolios: Impact on Local Brands", Journal of Product and Brand Management, September 2011, vol. 20, no. 5
  • PEDERZOLI, D., B. GODEY, G. AIELLO, N. DONVITO, N. HENNINGS, "Luxury brand and country of origin effect : results of an international empirical study", Journal of Marketing Trends, January 2010, vol. 1, no. 1, pp. 67-75
  • LAI, C., B. GODEY, "La restructuration d'un portefeuille de marques local. L'expérience de P&G sur le marché de lessives", Décisions Marketing, December 2009, no. 56, pp. 79-82
  • PEDERZOLI, D., B. GODEY, G. AIELLO, P. CHAN, N. DONVITO, "An international perspective on luxury brand and country of origin effect", Journal of Brand Management, March 2009, vol. 16, no. 5-6, pp. 323-337
  • PEDERZOLI, D., B.GODEY, J.LAGIER, "A measurement scale of « aesthetic style » applied to luxury goods stores", International Journal of Retail & Distribution Management, June 2009, vol. 37, no. 6, pp. 527-537
  • PEDERZOLI, D., B. GODEY, "Distribution : a strategic variable in the universe of luxury products", Indian Retail Review, June 2008, vol. 2, no. 1, pp. 9-20
  • LAGIER, J., B.GODEY, "A Scale for Measuring Aesthetic Style in the Field of Luxury and Art Products", International Journal of Arts Management, March 2007, vol. 9, no. 2, pp. 39-48
  • GODEY, B., "Industriels -Distributeurs, mêmes objectifs, mêmes stratégies?", Point de Vente, rubrique "Voir plus loin", May 2000, no. 807
  • GODEY, B., T.CHANEGRIH, "L’A.B.C. : outil d’aide à la décision de coopération ?", Gestion 2000, July 1998, vol. 15, no. 4, pp. 51-66

Book chapter

  • GODEY, B., D.PEDERZOLI, E.CAMPANA, "Les nouveaux enjeux stratégiques de la distribution dans l'univers du luxe" in Management du Luxe, Opportunités et Challenges., Emmanuelle Rigaud, Fabrizio Maria Pini Eds, Editions Vuibert, pp. 215-238, 2019
  • GODEY, B., D.PEDERZOLI, "L'évolution des business models dans la distribution" in Les business models et le marketing., HUET J.M. Ed., Editeur Pearson Education, 2019
  • PEDERZOLI, D., B.GODEY, E.CAMPANA, "Farfetch, l'entreprise qui révolutionne l'e-commerce du luxe" in Management du luxe - Opportunités et challenges., Emmanuelle Rigaud-Lacresse et Fabrizio Maria Pini Ed., Editions Vuibert, pp. 294-297, 2019
  • GODEY, B., "Le développement stratégique du portefeuille de marques d'Abysse Corp." in Cas en marketing., Hertrich S. et U. Mayrhofer Ed., EMS - Editions Management et Société, pp. 62-80, 2017
  • GODEY, B., D.PEDERZOLI, G.AIELLO, R.DONVITO, P.CHAN, J.TSUCHIYA, I.SKOROBOGATYKH, B.WEITZ, H.OH, R.SINGH, "Modeling links between the decision-making process and luxury brand attachment: An international comparison" in Global branding and country of origin., Aiello G., Donvito R., Vescovi T. Eds, Routledge, Taylor & Francis Group, pp. 5-22, 2015
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, K.-P.WIEDMANN, "Consumer value perception of luxury goods: A cross-cultural and cross-industry comparison" in Luxury Marketing: A Challenge for Theory and Practice., K.P. Wiedmann & N. Hennings Ed., Springer Gabler, pp. 79-99, 2012
    DOI : 10.1007/978-3-8349-4399-6_5
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, K.WIEDMANN, "An intercultural comparison of the perception of luxury by young consumers" in Luxury Marketing: A Challenge for Theory and Practice., K.P. Wiedmann & N. Hennings Ed., Springer Gabler, pp. 58-76, 2012
  • GODEY, B., C.LAI, "La restructuration du portefeuille de marques de lessive de Procter & Gamble en France à fin 2004" in Etudes de cas marketing., Ed., EMS - Editions Management et Société, 2008
  • GODEY, B., "Apport du concept de « valeur de lien » à l’explication de la fidélité des adolescents aux marques" in Programme Normand de Recherche en Management, Recueil de Textes., J. Bree Ed., EMS - Editions Management et Société, pp. 35-52, 2001

Academic conferences

  • GODEY, B., D. PEDERZOLI, O. BOUJENA, R. DONVITO, G. AIELLO, "The impact of the COO on the consumer of luxury brands : A longitudinal international study" in 7th International Consumer Brand Relationships Conference, 2022
  • GODEY, B., A. MANTHIOU, D. PEDERZOLI, "The Effect of Secondhand Extension on Online and Offline Traditional Retailing Environments: An abstract", Academy of Marketing Science Annual Conference, 2022
  • GODEY, B., O. BOUJENA, D. PEDERZOLI, G. AIELLO, R. DONVITO, "Does the country-of-origin still have an impact on the consumer of luxury brands? A longitudinal international approach" in International Marketing Trends Conference, 2022
  • BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: towards a more qualitative and comprehensive approach" in Global Fashion Marketing Conference at Seoul/ Korean Scholars of Marketing Science International Conference, 2021
  • BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring Customer Engagement on Social Media : Towards a more qualitative and comprehensive approach" in Global Fashion Management Conference (GFMC), 2021
  • GODEY, B., O. BOUJENA, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: Towards a more qualitative and comprehensive approach" in Global Fashion Management Conference, 2021
  • GODEY, B., D.PEDERZOLI, G.AIELLO, R.DONVITO, "Country of origin effects on luxury brands equity: A longitudinal international approach" in International Marketing Trends Congress, 2021
  • GODEY, B., J.CHO, J.KIM, "When "liking" versus posting on social media strengthens or weakens preference for luxury products" in Global Marketing Conference, 2020
  • BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Connecting with fashion brands on social media: An investigation of consumers' drivers" in Global Fashion Management Conference, 2019, Paris
  • GODEY, B., J.CHO, J.KIM, "The impact of social media interaction on consumers' luxury value perception and product choice" in Global Fashion Management Conference, 2019, Paris, France
  • AIELLO, G., P.CHAN, R.DONVITO, B.GODEY, L.GRAZZINI, C.HALLIBURTON, D.PEDERZOLI, K.-P.WIEDMANN, "Does the consumer proximity with a brand and a store explain the attachment to luxury brands?" in 18th International Marketing Trends Conference, 2019
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, P.CHAN, H.OH, R.SINGH, I.SKOROBOGATYKH, J.TSUCHIYA, B.WEITZ, "Country-of-Origin Effect on Consumers’ attachment to luxury brands: A longitudinal international approach" in International Marketing Trends Conference, 2019, Venise, Italy
  • BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Customer engagement measurement in social media: From theory to practice" in 2018 Global Marketing Conference, 2018, Tokyo, Japan
  • BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Customer engagement measurement in social media: From theory to practice", Global Marketing Conference, 2018
  • GODEY, B., J.LAGIER, "Why are some objects more appealing than others to consumers? Development of a measurement scale of aesthetic style for design products" in 2018, Global Marketing Conference, 2018
  • GRAZZINI, L., R.DONVITO, G.AIELLO, B.GODEY, D.PEDERZOLI, K.-P.WIEDMANN, C.HALLIBURTON, P.CHAN, "How does personality congruence help to explain luxury brand attachment? The results of an international research study" in Global Marketing Conference, 2018, Tokyo, Japan
  • GODEY, B., J.CHO, "" WE" Treat reason and emotion equally: How social media influence on consumers' luxury value perception" in 2018 Global Marketing Conference, 2018, Tokyo
  • GODEY, B., O.BOUJENA, A.MANTHIOU, J.ROKKA, I.ULRICH, "Consumer social media activities and the impact on consumer-brand relationship" in 15th International Marketing Trends Conference, 2016
  • GODEY, B., A.MANTHIOU, D.PEDERZOLI, J.ROKKA, G.AIELLO, R.DONVITO, R.SINGH, "Luxury brands social media marketing efforts: Influence on brand equity and consumers' behavior" in Global Fashion Marketing Conference, 2015
  • GODEY, B., G.AIELLO, R.DONVITO, D.ACUTI, D.FIORANI, D.PEDERZOLI, "The perception of made in Italy in the Brazilian market: Results of an exploratory research" in International Marketing Trends Conference, 2015
  • WIEDMANN, K., C.RODRIGUEZ SANTOS, G.AIELLO, R.DONVITO, B.GODEY, D.PEDERZOLI, "The growing challenge of unleashing the power of strong identities via branding and brand communication", Global Fashion Management Conference, pp. 799-800, 2015, Italy
    DOI : 10.15444/GFMC2015.05.06.03
  • GODEY, B., D.PEDERZOLI, G.AIELLO, R.DONVITO, L.GRAZZINI, "International Retailing of ‘Made in Italy’ Products: the Results of an Observational Research Study in French and UK markets" in 13th International Marketing Trends Conference, 2014, Italy
  • ROKKA, J., A.MANTHIOU, B.GODEY, L.TANG, "How social media marketing efforts influence brand equity and its consequences: the case of luxury brands" in The Academy of Marketing Science Conference, Marriott Hotel, Indianapolis, 2014, United States
  • GODEY, B., D.PEDERZOLI, G.AIELLO, R.DONVITO, K.-P.WIEDMANN, "A cross-cultural analysis of the perception of luxury" in Monaco Symposium on Luxury, 2014, France
  • PEDERZOLI, D., B.GODEY, R.DONVITO, G.AIELLO, K.WIEDMANN, N.HENNIGS, C.KLARMANN, C.PRISCILLA, C.HALLIBURTON, "Congruence between consumer, brand and store personality in luxury sector: the results of an international research" in 12th International Marketing Trends Conference, 2013, France
  • PEDERZOLI, D., B.GODEY, R.DONVITO, G.AIELLO, K.-P.WIEDMANN, "Are you like me ? I will be attached to you. Empirical findings from an international research about consumer, brand and store personality congruence in the luxury sector" in 2013 AMS - Academy of Marketing Science, 16th Biennal World Marketing Congress,, 2013, Australia
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, "Does image-congruence enhance the purchase of luxury brands? early development and international comparisons of a measurement scale for consumer/brand/store image-congruence" in 11th International Marketing Trends Conference, 2012, Italy
  • GODEY, B., D.PEDERZOLI, G.AIELLO, R.DONVITO, K. P.WIEDMANN, N.HENNINGS, R.SINGH, "Early development of a measurement scale for consumer-brand-store personality congruence in luxury sector" in 2011 KSMS Fall International Conference, 2011, Seoul, Korea, Republic Of
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, P.CHAN, "Does the country of origin of brands still help to sell luxury products in the world? An international research investigation on consumers in 7 countries" in Global Marketing Conference, 2010, Japan
  • PEDERZOLI, D., B.GODEY, G.AIELLO, N.DONVITO, N.HENNINGS, "Interactions between Country of Origin (COO) and brand on consumer behaviour: An international research investigation" in 9th International Marketing Trends Conference, 2010, Italy
  • PEDERZOLI, D., B.GODEY, G.AIELLO, R.DONVITO, K.WIEDMANN, "Luxury brand and country of origin effect : results of an international empirical study" in 7th International Marketing Trends Conference, 2008, Italy
  • PEDERZOLI, D., B.GODEY, G.AIELLO, P.CHAN, R.DONVITO, "A cross-cultural exploratory analysis of the perception of luxury from 6 countries" in 37th European Marketing Academy Annual Conference (EMAC), 2008, United Kingdom
  • PEDERZOLI, D., B.GODEY, "Validation of a measurement scale of "aesthetic style" applied to luxury goods sales outlets" in 36th European Marketing Academy Annual Conference (EMAC), 2007, Iceland
  • PEDERZOLI, D., B. GODEY, J. LAGIER, "Le « style esthétique » des points de vente de luxe : proposition d’une échelle de mesure " in 5th International Marketing Trends Conference, 2006, Italy
  • LAGIER, J., B.GODEY, "Le style esthétique dans le domaine du luxe et de l'art: proposition d'une echelle de mesure" in 8th International Conference on Arts and Cultural Management (AIMAC), 2005, Canada
  • PEDERZOLI, D., B.GODEY, "La distribution : variable stratégique dans l'univers du luxe" in 7e Colloque Etienne THIL, 2004, France
  • LAGIER, J., B.GODEY, "Le rôle de "l'expérience esthétique" dans la perception du produit de luxe et du produit d'art" in 3rd International Marketing Trends Conference, 2003, Italy
  • LAGIER, J., B.GODEY, "Le rôle de l'expérience esthétique dans la perception du produit de luxe et du produit culturel" in 18ème Congrès International de l'Association Française du Marketing (AFM), 2002, France
  • GODEY, B., "La fidélité du consommateur de marques de luxe : proposition d’un cadre conceptuel" in 15ème Congrès du réseau des IAE, 2000, France

Published cases with instructional materials

  • GODEY, B., E. ORMISTON - "Anglepoise: Made for life" - 2023, The Case Centre
  • GODEY, B., E. ORMISTON - "Nutella Biscuits: Launching a major brand extension in the French biscuit market/ Nutella Biscuits : le lancement d'une extension de marque majeure sur le marché français du biscuit" - 2023, The Case Centre
  • GODEY, B., E. ORMISTON - "Abystyle: When the geeks inherit the earth" - 2023, The Case Centre
  • ORMISTON, E., C. LAI, B. GODEY - "TROPICANA: extending the Tropicana brand into the chilled juice sector" - 2012, Centrale de Cas et de Médias Pédagogiques (CCMP), United Kingdom
  • ORMISTON, E., C. LAI, B. GODEY - "PROCTER & GAMBLE detergent brand portfolio development in France (2004-2007))" - 2010, Centrale de Cas et de Médias Pédagogiques (CCMP), United Kingdom
  • ORMISTON, E., B. GODEY - "Marketing Developments for Mc Donald's Happy Meal 2008-2010" - 2010, Centrale de Cas et de Médias Pédagogiques (CCMP), United Kingdom
  • LAI, C., B. GODEY - "L'extension de la marque Tropicana sur le marché des jus de fruits réfrigérés à l'horizon 2010 - version FR" - 2010, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • GODEY, B. - "Les développements marketing du "Happy Meal" de Mc Donald's pour 2008-2010" - 2010, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "PROCTER & GAMBLE : La restructuration du portefeuille de marques de lessive en France-version FR" - 2009, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "L'extension de la gamme Tic Tac en 2007" - 2008, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "TAILLEFINE FIZ I et II : l'extension de la marque TAILLEFINE dans les soft-drinks" - 2007, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "Le lancement de la marque got2B par Henkel" - 2007, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "Le lancement de la marque Powerade" - 2006, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "L'extension de la gamme Henkel - Vademecum : le lancement de l'Expertise Pro" - 2005, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "Le relancement de la marque Tic Tac" - 2005, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "L'extension de la marque "Dove" dans le capillaire" - 2004, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • LAI, C., B. GODEY - "Le Petit Marseillais" - 2001, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • GODEY, B. - "Citroën-Picasso" - 2001, Centrale de Cas et de Médias Pédagogiques (CCMP)
  • GODEY, B. - "Chambourcy La Laitière" - 2001, Centrale de Cas et de Médias Pédagogiques (CCMP)

Participation at an academic or professional conference

  • LAGIER, J., B.GODEY, "Do Multicultural Aesthetic Profiles Really Exist?" in 41st European Marketing Academy Annual Conference (EMAC), 2012, Portugal
  • GODEY, B., "Développement d'une échelle de sensibilité au luxe" Journées de recherche du CIME. 2011, France
  • LAI, C., B.GODEY, "Portfolio Construction Strategies for Global Brands" in Global Brand Management Conference, 2010, Turkey
  • GODEY, B., "Influence de la sensibilité au luxe et de la perception d'une congruence d'image sur l'attachement et l'attitude envers la marque de luxe" Journées de recherche du CIME. 2010, France
  • GODEY, B., "Premiers développements d'une mesure de la sensibilité au luxe" Journées de Recherche du CIME. 2007, France
  • PEDERZOLI, D., B.GODEY, G.AIELLO, P.CHAN, R.DONVITO, "La percezione del lusso dei giovani. Un' analisi comparativa a livello internazionale" in Universita degli studi di Firenze, 2006, Italy
  • GODEY, B., "Le rôle de la congruence entre personnalité de marque et concept de soi dans l'explication de l'attachement aux marques de luxe" Journées de Recherche du CIME. 2005, France
  • GODEY, B., "Apport du concept de soi à l'étude des liens entre valeurs et fidélité aux marques de luxe" Journées de Recherche du CIME. 2003, France
  • GODEY, B., "Apport du concept de soi à l'étude des liens entre valeurs et sensibilité au luxe" Journées de Recherche du CIME. 2001, France
  • GODEY, B., "La fidélité du consommateur de marques de luxe : proposition d’un cadre conceptuel" Journées de Recherche du CIME. 2000, France

Professional journals

  • GODEY, B., J. CHO, L. YIN, "How audience involvement and self-other cognitive tune interact to activate self-view and luxury value perception", Advances in Consumer Research, October 2022
  • GODEY, B., D. PEDERZOLI, "The impact of the pandemic on luxurious brands and companies", Luxury adviser, September 2020
  • PEDERZOLI, D., B.GODEY, "Grande Distribution, Grande Consommation, Social Selling", Le Journal des Grandes Ecoles, December 2018, vol. 83, pp. 76
  • GODEY, B., "Le développement des marques de luxe en Chine (article traduit en chinois)", The China Economist / Business Management Review, March 2010, no. 02-03, pp. 48-54

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