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SPIELMANN Nathalie

PhD, Marketing

Nathalie SPIELMANN is Full Professor of Marketing and Director of the MSc Wine & Gastronomy at NEOMA Business School. She holds a PhD in Marketing from the John Molson School of Business at Concordia University in Montreal (Canada). Dr. Spielmann has published widely in international peer-reviewed publications (Journal of Business Ethics, Journal of Service Research, Journal of Association of Consumer Research, Journal of Advertising Research, Journal of Business Research) on topics related to Marketing Strategy, Consumer Behaviour, Advertising, and Wine. She currently serves as an Editorial Review Board Member for three international top-tier journals. Dr. Spielmann currently teaches Consumer Behavior: Sensory and Experiential Marketing and Territorial Marketing at the graduate level.

Dr. Spielmann currently works with the City of Reims in the aim of developing coherent and strategic marketing offers in the experiential marketing and tourism sectors. Additionally, she is regularly invited to present her research at professional wine and tourism events (e.g., wine exhibitions, technical conferences, seminars) in France and abroad. She is also co-owner of a champagne wine bar located in the vineyards just outside of Reims.

Areas of research

  • Strategic Marketing, Consumer Behavior
  • Experiential Marketing, Wine and Gastronomy

Recent academic contributions

  • SPIELMANN, N., U. ORTH, "Can Advertisers Overcome Consumer Qualms With Virtual Reality? Increasing Operational Transparency through Self-Guided 360-Degree Tours", Journal of Advertising Research, June 2021, vol. 61, no. 4
    DOI : 10.2501/JAR-2020-015
  • SPIELMANN, N., "Death Primes in Advertisements: How International Advertisers Can Ensure Their Message is Effective", International Journal of Advertising, October 2021
    DOI : 10.1080/02650487.2021.1979787
  • SPIELMANN, N., S. DOBSCHA, T. M. LOWREY, "Real Men Don’t Buy “Mrs. Clean”: Gender Bias in Gendered Brands", Journal of the Association for Consumer Research, April 2021, vol. 6, no. 2, pp. 211-222

Academic Journals

  • SPIELMANN, N., "Death Primes in Advertisements: How International Advertisers Can Ensure Their Message is Effective", International Journal of Advertising, October 2021
    DOI : 10.1080/02650487.2021.1979787
  • SPIELMANN, N., S. DOBSCHA, T. M. LOWREY, "Real Men Don’t Buy “Mrs. Clean”: Gender Bias in Gendered Brands", Journal of the Association for Consumer Research, April 2021, vol. 6, no. 2, pp. 211-222
  • COWAN, K. L. (., N.SPIELMANN, E.HORN, C.GRIFFART, "Perception is Reality… How Digital Retail Environments Influence Brand Perceptions through Presence", Journal of Business Research, February 2021, vol. 123, pp. 86-96
    DOI : 10.1016/j.jbusres.2020.09.058
  • SPIELMANN, N., "Green is the New White: How Virtue Motivates Green Product Purchase", Journal of Business Ethics, October 2021, vol. 173, no. 4, pp. 759–776
    DOI : 10.1007/s10551-020-04493-6
  • SPIELMANN, N., U. ORTH, "Can Advertisers Overcome Consumer Qualms With Virtual Reality? Increasing Operational Transparency through Self-Guided 360-Degree Tours", Journal of Advertising Research, June 2021, vol. 61, no. 4
    DOI : 10.2501/JAR-2020-015
  • TYLER, B., B.LAHNEMAN, K.BEUKEL, D.CERRATO, M.MINCIULLO, N.SPIELMANN, A.DISCUA CRUZ, "SME Managers’ Perceptions of Competitive Pressure and the Adoption of Environmental Practices in Fragmented Industries: A Multi-Country Study in the Wine Industry", Organization and Environment, September 2020, vol. 33, no. 3, pp. 437– 463
    DOI : 10.1177/1086026618803720
  • GIMENEZ-FERNANDEZ, E. M., K.BEUKEL, B. B.TYLER, N.SPIELMANN, D.CERRATO, A. F.DISCUA CRUZ, M.MINCIULLO, "Should we patent it or keep it a secret? The moderating role of proactive orientation in family versus non-family SMEs", International Small Business Journal, October 2020, pp. 026624262096539
    DOI : 10.1177/0266242620965394
  • SPIELMANN, N., E.MINTON, "Representing Another Nation: The Influence of Foreign Citizen Ambassadors on Product Evaluations", Journal of Business Research, December 2020, vol. 121, pp. 409-419
    DOI : 10.1016/j.jbusres.2018.05.035
  • SPIELMANN, N., J.SMITH MAGUIRE, S.CHARTERS, "Product Patriotism: How Consumption Practices Make and Maintain National Identity", Journal of Business Research, December 2020, vol. 121, pp. 389-399
    DOI : 10.1016/j.jbusres.2018.05.024
  • COWAN, K. L. (., N.SPIELMANN, "Culture is in the "I" of the Beholder: Identity Confirmation in Tourist Advertisements", Journal of Business Research, December 2020, vol. 121, pp. 378-388
    DOI : 10.1016/j.jbusres.2018.05.015
  • ORTH, U., L.LOCKSHIN, N.SPIELMANN, M.HOLM, "Design Antecedents of Telepresence in Virtual Service Environments", Journal of Service Research, April 2019, vol. 22, no. 2, pp. 202-218
    DOI : 10.1177/1094670518812705
  • WILLIAMS, C., N.SPIELMANN, "Institutional Pressures and International Market Orientation in SMEs: Insights from the French Wine Industry", International Business Review, May 2019, vol. 28, no. 5, pp. 1-10
    DOI : 10.1016/j.ibusrev.2019.05.002
  • SPIELMANN, N., A. DISCUA CRUZ, B. TYLER, K. BEUKEL, "Place as a Nexus for Corporate Heritage Identity: An International Study of Family-Owned Wineries", Journal of Business Research, May 2019, vol. 129, pp. 826-837
    DOI : 10.1016/j.jbusres.2019.05.024
  • GOMEZ, P., N.SPIELMANN, "A taste of the elite: The effect of pairing food products with elite groups on taste perceptions", Journal of Business Research, July 2019, vol. 100, pp. 175-183
    DOI : 10.1016/j.jbusres.2019.03.013
  • SPIELMANN, N., B.BABIN, A.MANTHIOU, "Places as Authentic Consumption Contexts", Psychology and Marketing, September 2018, vol. 35, no. 9, pp. 652-665
  • SPIELMANN, N., A.MANTONAKIS, "In Virtuo: How User-Driven Interactivity in Virtual Tours Leads to Attitude Change", Journal of Business Research, July 2018, vol. 88, pp. 255-264
    DOI : 10.1016/j.jbusres.2018.03.037
  • MINTON, E., N.SPIELMANN, L.KAHLE, C.-H.KIM, "The Subjective Norms of Sustainable Consumption: A Cross-Cultural Exploration", Journal of Business Research, January 2018, vol. 82, pp. 400-408
    DOI : 10.1016/j.jbusres.2016.12.031
  • SPIELMANN, N., C.WILLIAMS, "It Goes With The Territory: Communal Leverage As A Marketing Resource", Journal of Business Research, December 2016, vol. 69, no. 12, pp. 5636–5643
    DOI : 10.1016/j.jbusres.2016.03.071
  • COWAN, K. L., N.SPIELMANN, "The Influence of Rituals on Luxury Product Consumption: Implications for Brands", Journal of Brand Management, October 2017, vol. 24, no. 5, pp. 391-404
    DOI : 10.1057/s41262-017-0045-5
  • SPIELMANN, N., "Larger and Better: Examining how winery size and foreign investments interact with sustainability attitudes and practices", International Journal of Wine Business Research, April 2017, vol. 29, no. 2, pp. 178-194
  • CHARTERS, S., N.SPIELMANN, B.BABIN, "The nature and value of terroir products", European Journal of Marketing, April 2017, vol. 51, no. 4, pp. 748-771
  • SPIELMANN, N., "Anything but Typical: How Consumers Evaluate Origin Products Based on Their Cues", International Journal of Wine Business Research, January 2015, vol. 27, no. 1, pp. 23-39
    DOI : 10.1108/IJWBR-07-2014-0031
  • SPIELMANN, N., "Is it All or Nothing? Testing Schema Congruity and Typicality for Country of Origin Products", Journal of Business Research, March 2016, vol. 69, no. 3, pp. 1130–1137
    DOI : 10.1016/j.jbusres.2015.08.028
  • SPIELMANN, N., B. J.BABIN, C.VERGHOTE, "A Personality-Based Measure Of The Wine Consumption Experience For Millennial Consumers", International Journal of Wine Business Research, September 2016, vol. 28, no. 3, pp. 228-245
    DOI : 10.1108/IJWBR-09-2015-0035
  • SPIELMANN, N., M.BERNELIN, "Locavores: Where You Buy Defines Who You Are", International Journal of Retail & Distribution Management, July 2015, vol. 43, no. 7, pp. 617-633
  • BORGES, A., B.BABIN, N.SPIELMANN, "Gender Orientation and Retail Atmosphere: Effects on Value Perception", International Journal of Retail & Distribution Management, July 2013, vol. 41, no. 7, pp. 498-511
  • SPIELMANN, N., "Brand Equity for Origin-Bounded Brands", Journal of Brand Management, April 2014, vol. 21, no. 3, pp. 189-201
  • SPIELMANN, N., M.DELVERT, "Adapted or Standardized Copy: Is Non-Cultural English the Answer?", Journal of Business Research, April 2014, vol. 67, no. 4, pp. 434-440
  • SPIELMANN, N., S.JOLLY, F.PARISOT, "Terroir in the Media: The Poetry of People, Place and Palate", International Journal of Wine Business Research, September 2014, vol. 26, no. 3, pp. 224-240
  • SPIELMANN, N., "How Funny Was That? Uncovering Humour Mechanisms", European Journal of Marketing, July 2014, vol. 48, no. 9-10, pp. 1892-1910
  • SPIELMANN, N., S.CHARTERS, "Characteristics of strong territorial brands: The case of champagne", Journal of Business Research, July 2014, vol. 67, no. 7, pp. 1461-1467
    DOI : 10.1016/j.jbusres.2013.07.020
  • SPIELMANN, N., M.-O.RICHARD, "How captive is your audience? Defining overall advertising involvement", Journal of Business Research, April 2013, vol. 66, no. 4, pp. 499-505
  • SPIELMANN, N., S.CHARTERS, "The Dimensions of Authenticity in Terroir Products", International Journal of Wine Business Research, November 2013, vol. 25, no. 4, pp. 310-324
  • SPIELMANN, N., M.LAROCHE, A.BORGES, "How Service Seasons the Experience: Measuring Hospitality Servicescapes", International Journal of Hospitality Management, June 2012, vol. 31, no. 2, pp. 360-368
  • SPIELMANN, N., J.KIM, S.MCMILLAN, "Experience effects on interactivity: Functions, processes, and perceptions", Journal of Business Research, November 2012, vol. 65, no. 11, pp. 1543-1550
  • SPIELMANN, N., C.GELINAS-CHEBAT, "Terroir? That's Not How I would Describe It", International Journal of Wine Business Research, November 2012, vol. 24, no. 4, pp. 254-270
  • SPIELMANN, N., B.BABIN, "Service with personality: a note on generalizing personality across services contexts", Journal of Services Marketing, October 2011, vol. 25, no. 7, pp. 467-474
  • SPIELMANN, N., B.BABIN, "Testing congruency effects between origin and producer for wines", International Journal of Wine Business Research, November 2011, vol. 23, no. 4, pp. 338-354
  • SPIELMANN, N., J.KIM, "It Doesn't Taste the same from Someone Else's Plate: The Influence of Culture in Interpersonal Retail Service Evaluations", Journal of Global Academy of Marketing Science, July 2010, vol. 20, no. 2, pp. 164-172

Book chapter

  • SPIELMANN, N., "Promotion and events in the wine business" in Wine Business Management., S. Charters, J. Gallo Eds, Pearson, pp. 177-191, 2014
  • SPIELMANN, N., "Promotion et événements" in Economie et management du vin., S. Charters, J. Gallo Eds, Pearson, pp. 177-191, 2014

Academic conferences

  • SPIELMANN, N., B.TYLER, B.LAHNEMAN, D.CERRATO, K.BEUKEL, A.DISCUA CRUZ, M.MINCIULLO, "Seeking new terroir: How managers’ proactiveness entrepreneurial orientation and attitude relate to environmental practice adoption in SMEs" in Western Academy of Management Conference, 2019
  • SPIELMANN, N., C.WILLIAMS, K.GÖTZ, "Exploring The ‘Give And Take’ In Territorial Branding" in Academy of Wine Business Research Conference, 2019, Stellenbosch, South Africa
  • SPIELMANN, N., "A dual-process perspective of consumer responses in virtual service environments" in 21st Academy of Marketing Science World Marketing Congress (AMS WMC), 2018, Porto, Portugal
  • COWAN, K. L., N.SPIELMANN, E.HORN, C.GRIFFART, "Perception is reality…haptic factors and digital engagement" in Global Brand Conference, 2017, Kalmar, Sweden
  • COWAN, K. L., N.SPIELMANN, "The influence of branded rituals on luxury product consumption practices: Implications for advertising" in Global Marketing Conference, 2016

Dissemination activity

  • SPIELMANN, N., "Short-Breaks In Reims & Local Attractivity", Spielmann N., Grand-Reims, 2020
  • WILLIAMS, C., J.YOU, N.SPIELMANN, "Beyond the Coping Threshold: How External Pressure impacts Entrepreneurial Orientation in SMEs" in Academy of Management Annual Meeting, 2020, Online, United States Coauthorspresented
  • SPIELMANN, N., V. G.KUPPELWIESER, "To Retail or Not to Retail: Examining the Relationship between Producer-Retailer Proximity and Price Policies" in 2nd International Research E-Workshop on Wine Tourism, 2020, Online, France Coauthorspresented
  • SPIELMANN, N., "RAPPORT « BUSINESS IMPACT » PROJET ÉTUDIANTS POUR LE GRAND REIMS 2019", 2019
  • SPIELMANN, N., P.ROSSI, "A glass wide open: How glass shape influences consumer willingness-to-pay", 2019, Bern, Switzerland
  • PARK, H., E.MINTON, N.SPIELMANN, "Framing Death Primes in Marketing Communications:Cross-Cultural Differences in Ad Response in A Media Landscape Without Borders", 2019, Montreal, Canada
  • SPIELMANN, N., A.DISCUA CRUZ, B.TYLER, D.CERRATO, K.BEUKEL, B.LAHNEMAN, "Brand Heritage Identity in Family-Owned Firms: An International Study of Wineries", 2019, Montreal, Canada
  • TYLER, B., B.LAHNEMAN, D.CERRATO, K.BEUKEL, A.DISCUA CRUZ, N.SPIELMANN, M.MINCIULLO, "Seeking new terroir: How Managers’ Proactiveness Entrepreneurial Orientation and Attitude Relate to Environmental Practice Adoption in SMEs" in Western Academy of Management Conference, 2019, Santa Rosa, United States Coauthorspresented
  • SPIELMANN, N., "A Dual-Process Perspective Of Consumer Responses In Virtual Service Environments" in World Marketing Conference, 2018, Porto, Portugal
  • SPIELMANN, N., "Green Is The New White: Examining The Virtuousness Of Green Product Consumption" in American Marketing Association, 2018, New Orleans, United States
  • SPIELMANN, N., B.TYLER, B.LAHNEMAN, D.CERRATO, M.MINCIULLO, A.DISCUA CRUZ, K.BEUKEL, "Proactiveness and the use of secrecy in family and nonfamily SMEs: Evidence from the wine industry" in DRUID, 2018, Copenhagen, Denmark Coauthorspresented
  • ROSSI, P., N.SPIELMANN, "A Glass Wide Open: How Glass Rim Width Influences Extraversion And Happiness" in Academy of Marketing Science, 2018, New Orleans, United States Coauthorspresented
  • TYLER, B., B.LAHNEMAN, A.CRUZ DISCUA , K.BEUKEL, M.MINCIUOLLO, D.CERRATO, N.SPIELMANN, "How Capabilities of Family-Owned Wineries Moderate the Relationship Between Environmental Practices and Firm Performance" in Strategic Management Society Special Conference, 2017, Banff, Canada
  • SPIELMANN, N., U.ORTH, "Visiting in Mind First and in Body Later? The Workings and Consequences of Virtual Tours" in Culinary and Wine Tourism Conference, 2017, Krems, Austria
  • SPIELMANN, N., E.MINTON, "Representing Another Nation: The Influence of Foreign Citizen Ambassadors on Product Evaluations" in RBC International Research Seminar, 2017, Montreal, Canada
  • SPIELMANN, N., J.SMITH MAGUIRE, S.CHARTERS, "Product Patriotism: How Consumption Practices Make and Maintain the Nation" in RBC International Research Seminar, 2017, Montreal, Canada
  • SPIELMANN, N., "Doing But Not Believing Why Wineries Engage In Sustainability Practices" in Academy of Wine Business Research Conference, 2017, Sonoma, United States
  • SPIELMANN, N., B.TYLER, D.CERRATO, K.BEUKEL, M.MINCIULLO, B.LAHNEMAN, A.DISCUA CRUZ, "How Managers’ Perceptions of their Firms’ Attitudes toward the Natural Environment and Entrepreneurial Orientation Relate to the Firms’ Environmental Practices" in Strategic Management Society Annual Conference, 2017, Houston, United States Coauthorspresented
  • SPIELMANN, N., K. L.COWAN, C.GRIFFART, E.HORN, "Imagine That! Ad-Induced Telepresence for Online Wine Applications" in Academy of Wine Business Research, 2017, Sonoma, United States
  • SPIELMANN, N., B.TYLER, D.CERRATO, K.BEUKEL, M.MINCIULLO, B.LAHNEMAN, A.DISCUA CRUZ, "Attitudes toward Sustainability, Environmental Practices, and Firm Performance in the Wine Industry: A Multi-Country Study" in EURAM, 2017, Glasgow, United Kingdom
  • SPIELMANN, N., P.GOMEZ, "Snobby = Tasty? How Product Elitism Influences Taste Perceptions" in Society for Consumer Psychology Conference, 2017, San Francisco, United States
  • SPIELMANN, N., B.BABIN, C.VERGHOTE, "Personality Matters to Young Wine Consumers" in Academy of Wine Business Research Conference, 2016, Adelaide, Australia
  • SPIELMANN, N., A.MANTHIOU, B.BABIN, A.MANTONAKIS, "Take me there, I’ll like the product better" in Academy of Wine Business Research Conference, 2016, Adelaide, Australia
  • MANTHIOU, A., N.SPIELMANN, B.BABIN, "Travelling within the borders: How place authenticity drives outcomes." in Conference, 2016, Hong Kong, China
  • SPIELMANN, N., L.SADOUN, "Somewhat Different But Not Too Alike: Schema Incongruity In Spokesperson Effects" in World Marketing Congress, 2016, Paris, France
  • SPIELMANN, N., A.MANTONAKIS, B.BABIN, A.MANTHIOU, "The Telepresence Effect: Changing Attitudes via Virtual Tours in Marketing Communications" in Association for Consumer Research, 2016, Berlin, Germany
  • SPIELMANN, N., E. MINTON, L. KAHLE, C. -H. KIM, "Social Desirability and Sustainable Consumption: A Cross-Cultural Exploration" in RBC International Research Seminar, 2015, Montreal, Canada
  • SPIELMANN, N., "La construction social du terroir" in Journée Technique des oenologues de champagne, 2015, Epernay, France
  • SPIELMANN, N., "Anything but Typical: How Consumers Evaluate Origin Products Based on Their Cues" in Academy of Wine Business Research Conference, 2014, Geisenheim, Germany
  • SPIELMANN, N., D.MENIVAL, "Territorial Marketing" in 16th Biennial World Marketing Congress, 2013, Melbourne, Australia
  • SPIELMANN, N., "It’s All or Nothing: Testing Schema Congruity and Typicality for Origin Products" in 9th RBC International Research Seminar, 2013, Montreal, Canada
  • SPIELMANN, N., S.CHARTERS, "The dimensions of authenticity in terroir" in 16th Biennial World Marketing Congress, 2013, Melbourne, Australia
  • SPIELMANN, N., "When Place Defines the Brand: A Review of Origin-Bounded Brands" in 7th International conference of Academy of Wine Business Research Conference, 2013, St-Catharine's, Canada
  • SPIELMANN, N., "Terroir: The Black Hole of Wine Marketing?" in Journées du laboratoire REGARDS, 2013, Reims, France
  • SPIELMANN, N., "Wine law in context" in Wine law in context annual seminar, 2013, France
  • SPIELMANN, N., "Le Terroir : c'est quoi ?" in Vinisud, le salon international des vins et spiritueux méditerranéens, 2012, Montpellier, France
  • SPIELMANN, N., G.BRODOWSKY, T.GRUBER, A.LOWRIE, A.REPPEL, R.VOSS, "Do marketing faculty have a leading role to play in developing meaningful service-marketing based measures of student evaluation of teaching?" in 35th Marketing Educators Association Conference, 2011, San Diego, United States
  • SPIELMANN, N., M.GRIFFIN, B.BABIN, "Telepresence and Terroir: The Interplay among Regional Information. Elements on Consumer Evaluations" in 6th AWBR (Academy of Wine Business Research) International Conference, 2011, Bordeaux, France
  • SPIELMANN, N., C.GELINAS-CHEBAT, "Terroir: the Black Hole of Wine Marketing?" in 6th AWBR (Academy of Wine Business Research) International Conference, 2011, Bordeaux, France
  • SPIELMANN, N., M.DELVERT, "To adapt or to standardize, a new challenge for copywriting" in Academy of Marketing Science Conference, 2011, Reims, France
  • SPIELMANN, N., B.BABIN, "Capturing Retail/Service Personality across Service Contexts" in Academy Marketing Sciences Cultural Perspectives in Marketing Conference, 2010, Lille, France
  • SPIELMANN, N., B. J.BABIN, M.GRIFFIN, "Do Things Come Together in Oregon or in the Bottle?" in Academy of Marketing Science, 2010, Portland, United States Coauthorspresented
  • SPIELMANN, N., "The importance of where and who in wine" in 5th Academy of Wine Business Research International Conference (AWBR), 2010, Auckland, New Zealand
  • SPIELMANN, N., B.BABIN, A.BORGES, "To perceive is to purchase: how consumers transfer value from store atmospheres based on their gender orientation" in AFM (Association Française de Marketing), 2009, London, United Kingdom
  • SPIELMANN, N., "It doesn't taste the same from someone else's plate: an exploratory study on the influence of culture in interpersonal retail service evaluations" in Society for Marketing Advances Annual Conference, 2009, San Antonio, United States
  • SPIELMANN, N., "The Restaurant Personality Scale" in European Doctoral Programs Association in Management and Business Administration, 2008, Sorèze, France
  • SPIELMANN, N., "The Restaurant Personality Scale" in Academy of Marketing Sciences Annual Conference Doctoral Colloquium, 2008, Vancouver, Canada

Professional journals

  • SPIELMANN, N., "Greenmarketing VS Greenwashing : la frontière est mince !", Monde des Grandes Ecoles et Universités, June 2021
  • SPIELMANN, N., "Perception du concept “terroir” par les consommateurs : une construction sociale", La Revue Française d'Oenologie, April 2016, vol. 275
  • SPIELMANN, N., "Le terroir, terreau de valeur(s)", www.marketing-professionel.fr, December 2014, pp. online
  • SPIELMANN, N., "Terroir, quelle signification réelle pour le consommateur ?", Winebusinessnews.fr, October 2013