PUESCHEL Julia

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

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
PUESCHEL, J., "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

Article

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
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., B. PARGUEL, C. CHAMARET, "Talking about my generation : comment les valeurs façonnent la consommation de luxe", Recherche et Applications en Marketing (English Edition), June 2021, vol. 36, no. 2, pp. 21-41
DOI : 10.1177/2051570720966273
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

Book chapter

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

Academic conferences

PUESCHEL, J., "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 Atlas-AFMI Conference, 2016, Nice, 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" in Monaco Symposium on Luxury, 2016, Monaco, Monaco

Participation at an academic or professional conference

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" Research Seminar of Sociology and Philosophy Department,Paris-Sorbonne University Abu Dhabi. 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" Women Empowerment, French Embassy. 2016, Abu Dhabi,, United Arab Emirates

Professional journals

PUESCHEL, J., "The role of culture in the consumption of luxury and luxury counterfeits", Luxury adviser, January 2022