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TOUZANI Mourad

HDR (Authorization to supervise research), Business Administration, Marketing

Mourad TOUZANI is Full Professor at NEOMA Business School .

He holds a PhD in Marketing Specialised Management Sciences from the IAE d’Aix-en-Provence and a HDR from the University of Tunis.

He teaches courses related to Qualitative and Quantitative Marketing Research and Market Intelligence. His favorite research topics are Innovation and Innovativeness, IoT, Culture, Consumer Behaviour, Emerging Countries, and New Forms of Communication and Distribution. He has published articles in academic journals such as Journal of Business Research, Qualitative Market Research, Recherche et Applications en Marketing, Journal of the Academy of Marketing Science, European Journal of Marketing and Journal of Small Business and Information & Management. For the past two years, he has been coordinating the marketing research seminars within NEOMA Business School.

Areas of research

Consumer Behaviour and Shopping Experience, Diffusion of Innovations and Innovativeness, International and Cross-Cultural Marketing, Consumer Culture Theory

Recent academic contributions

  • LAKHOUA, C., M. TOUZANI, H. SKANDRANI, "Editorial of the Special Issue - Sustainability goals implementation in the era of digitalisation: Evidence from MENA region", Journal of Customer Behavior, September 2020, vol. 19, no. 3, pp. 199-201
    DOI : 10.1362/147539220X16003502334190
  • TOUZANI, M., I.MESTAOUI, "Investigating Travelers’ Dilemma in Managing Their Online/Offline Presence on Travel Experience" in The International Conference on Digital Economy (ICDEc), Springer, pp. 115-125, 2020, Cham, Switzerland
  • TOUZANI, M., E.HIRSCHMAN, "Islam and ideology at the movies: Prototypes, stereotypes, and the political economy/Islam et idéologie au cinéma : prototypes, stéréotypes et économie politique", Recherche et Applications en Marketing, April 2019, vol. 34, no. 2, pp. 6-25
    DOI : 10.1177%2F2051570718801719

Academic Journals

  • LAKHOUA, C., M. TOUZANI, H. SKANDRANI, "Editorial of the Special Issue - Sustainability goals implementation in the era of digitalisation: Evidence from MENA region", Journal of Customer Behavior, September 2020, vol. 19, no. 3, pp. 199-201
    DOI : 10.1362/147539220X16003502334190
  • TRABELSI ZOGHLAMI, A., M.TOUZANI, "How real are virtual experiences? For a better understanding of virtual experiences and their impact on consumers’ real-life", European Journal of Marketing, August 2019, vol. 53, no. 8, pp. 1612-1636
    DOI : 10.1108/EJM-10-2017-0776
  • TOUZANI, M., E.HIRSCHMAN, "Islam and ideology at the movies: Prototypes, stereotypes, and the political economy/Islam et idéologie au cinéma : prototypes, stéréotypes et économie politique", Recherche et Applications en Marketing, April 2019, vol. 34, no. 2, pp. 6-25
    DOI : 10.1177%2F2051570718801719
  • BEN GAMRA ZINELABIDINE, B., L.TOUZANI, N.BEN DAHMANE, M.TOUZANI, "How off-track tourists create their own event: a customer-dominant logic perspective", Qualitative Market Research: An International Journal, December 2018, vol. 21, no. 4, pp. 549 - 566
    DOI : 10.1108/QMR-01-2017-0037
  • CHANEY, D., M.TOUZANI, K.BEN SLIMANE, "Marketing to the (new) generations: summary and perspectives", Journal of Strategic Marketing, June 2017, vol. 25, no. 3, pp. 179-189
    DOI : 10.1080/0965254X.2017.1291173
  • TOUZANI, M., A.CHARFI, P.BOISTEL, M.-C.NIORT, "Connecto ergo sum! An Exploratory Study of the Motivations behind the Usage of Connected Objects", Information and Management, June 2018, vol. 55, no. 4, pp. 472-481
    DOI : 10.1016/j.im.2017.11.002
  • TOUZANI, M., E. C.HIRSCHMAN, L. H.SALAH, "Retail Stressors in the Middle East/North Africa Region", Journal of Business Research, September 2016, vol. 69, no. 2, pp. 726-735
    DOI : 10.1016/j.jbusres.2015.08.009
  • KUPPELWIESER, V. G., M.TOUZANI, "Attraction During the Service Encounter: Examining the Other Side of the Coin", Journal of Services Marketing, April 2016, vol. 30, no. 5, pp. 504-518
    DOI : 10.1108/JSM-06-2015-0211
  • BEN YAHIA, K., S.TOUITI, M.TOUZANI, "Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers", Journal of Marketing and Consumer Behaviour in Emerging Markets, May 2016, vol. 3, no. 1, pp. 20-33
    DOI : 10.7172/2449-6634.jmcbem.2016.1.2
  • HIRSCHMAN, E. C., M.TOUZANI, "Contesting Religious Identity in the Marketplace: Consumption Ideology and the Boycott Halal Movement", Journal of Islamic Studies and Culture, June 2016, vol. 4, no. 1, pp. 19-29
    DOI : 10.15640/jisc.v4n1a3
  • YOUNES, M., L.HECHICHE SALAH, M.TOUZANI, "Gouvernance participative et nouvelles pratiques managériales dans un contexte postrévolutionnaire: cas des entreprises sociales tunisiennes", Management & Avenir, December 2016, no. N° 90, pp. 175-194
  • TOUZANI, M., E. C.HIRSCHMAN, F.SMAOUI, "Marketing Communications, Acculturation in Situ, and the Legacy of Colonialism in Revolutionary Times", Journal of MacroMarketing, December 2016, vol. 36, no. 2, pp. 215-228
    DOI : 10.1177/0276146715604443
  • MOUSSA, S., M.TOUZANI, "The moderating role of attachment styles in emotional bonding with service providers", Journal of Consumer Behaviour, April 2017, vol. 16, no. 2, pp. 145–160
    DOI : 10.1002/cb.1605
  • TOUZANI, M., "Marketing communications, acculturation in situ, and the legacy of colonialism in revolutionary times", Journal of MacroMarketing, September 2015, vol. 36
    DOI : 10.1177/0276146715604443
  • SMAOUI , F., F. A. KILANI, M. TOUZANI, "Country-of-origin versus brand: Consumers’ dilemma when choosing between generic and branded drugs in emerging countries", Journal of Product and Brand Management, February 2016, vol. 25, no. 2, pp. 148-159
    DOI : 10.1108/JPBM-04-2014-0553
  • TRABELSI-ZOGHLAMI, A., K.BEN YAHIA, M.TOUZANI, "Corporate Reputation and C2C Websites: An Exploratory Approach", International Journal of Online Marketing, October 2016, vol. 6, no. 4, pp. 1-11
    DOI : 10.4018/IJOM.2016100101
  • TOUZANI, M., S.FATMA, M. M.LABIDI, "Country-of-origin and emerging countries: revisiting a complex relationship", Qualitative Market Research: An International Journal, January 2015, vol. 18, no. 1, pp. 46-68
  • TOUZANI, M., "Contextual and cultural determinants of entrepreneurship in pre-and post-revolutionary Tunisia: analysing the discourse of young potential and actual entrepreneurs", Journal of Small Business and Enterprise Development, January 2015, vol. 22, no. 1
  • GHARIANI, G., M.TOUZANI, L.CRETON, "Exploration of the Concept of Cinephilia in the Context of an Emerging Country: The Case of Tunisia", International Journal of Arts Management, March 2015, vol. 17, no. 2, pp. 33-51
  • TOUZANI, M., S.MOUSSA, "Customer-service firm attachment: what it is and what causes it?", International Journal of Quality and Service Sciences, October 2013, vol. 5, no. 3, pp. 337-359
    DOI : 10.1108/IJQSS-01-2013-0002
  • TOUZANI, M., A.TRABELSI, "An examination of the factors influencing Consumers' visit of C2C Websites", International Journal of Online Marketing, September 2012, vol. 2, no. 3, pp. 52-69
    DOI : 10.4018/ijom.2012070104
  • TOUZANI, M., "Determinants of online shopping: revealing the role of some cultural differences", International Journal of Retail & Distribution Management, March 2012
  • TOUZANI, M., M.M., M.A., B, "De la Détermination du Nombre de Facteurs/Composantes à Retenir lors d’une Analyse Factorielle Exploratoire. Un tutorat sur l’analyse parallèle de Horn", Revue Tunisienne du Marketing, November 2012, vol. 2, no. 2-3, pp. 136-156
  • TOUZANI, M., "Contextual and cultural determinants of Entrepreneurship in the Tunisian context", Journal of Small Business and Enterprise Development, March 2012
  • TOUZANI, M., E.-C.HIRSCHMAN, H.-S.LAMIA, "Sources of Stress for Salespersons in the Middle East/North Africa Region", International Journal of Research in Marketing, June 2012
  • TOUZANI, M., F.SMAOUI, M.LABIDI, "Country-of-origin and emerging countries: revisiting a complex relationship", Qualitative Market Research: An International Journal, June 2012
  • TOUZANI, M., E.HIRSCHMAN, A.RUVIO, "Breaking bread with Abraham's children: Christians, Jews and Muslims in dominant, minority and diasporic communities", Journal of the Academy of Marketing Science, June 2011, vol. 39, no. 3, pp. 429-448
  • TOUZANI, M., A.CAPATINA, "Development of a Web Marketing Plan for an eBook – Challenges and Opportunities", Annals of Dunarea de Jos, June 2011, vol. XVII, no. 2, pp. 27-30
  • TOUZANI, M., S.MOUSSA, "A literature review of service research since 1993", Journal of Service Science, December 2010, vol. 2, no. 2, pp. 173-212
  • TOUZANI, M., S.MOUSSA, "Ranking marketing journals using the Google Scholar-based hg-index", Journal of Informetrics, January 2010, vol. 4, no. 1, pp. 107-117
  • TOUZANI, M., H.SKANDRANI, L.TOUZANI, "Identification des perceptions et des déterminants de l'image d'une destination: une application de l'approche netnographique", Revue Marocaine de Recherche en Management et Marketing, January 2009, no. 1, pp. 275-290
  • TOUZANI, M., L.HECHICHE-SALAH, A.AYARI, "Le stress des vendeuses dans un contexte de pays émergent: entre mépris et marginalisation", Gérer et Comprendre, December 2009, no. 98, pp. 4-15
  • TOUZANI, M., A.TEMESSEK, "Brand loyalty: impact of cognitive and affective variables", The Anals of Dunarea de Jos, January 2009, no. 1, pp. 227-242
  • TOUZANI, M., S.MOUSSA, "The perceived credibility of quality labels: a scale validation with refinement", International Journal of Consumer Studies, January 2008, vol. 32, pp. 526-533
  • TOUZANI, M., H.SKANDRANI, A.CHAKOR, "Impact des pratiques non-éthiques sur l'évaluation de l'expérience de consommation du produit touristique, des intervenants dans le processus de servuction et de l'image destination", Journal of Global Management Research, December 2006, vol. 2, no. 2, pp. 7
  • TOUZANI, M., "Les déterminants de l'achat à distance: cas de la Tunisie", Gestion 2000, March 2006, vol. 23, no. 2, pp. 43-64
  • TOUZANI, M., "Une analyse exploratoire des propriétés psychométriques du "Domain Specific Innovativeness" dans le contexte tunisien", La Revue des Sciences de Gestion, January 2006, no. 222, pp. 109-119
  • TOUZANI, M., "Profiling early adopters of a virtual currency: the e-dinar case", The Internet Business Review, October 2004, no. 1
  • TOUZANI, M., D.BEN, N.MOUELHI, "Les réactions des acheteurs aux modalités de la musique d'ambiance: cas de la notoriété et du style", Revue Française du Marketing, September 2003, vol. 194, no. 4
  • TOUZANI, M., "Le profil de l'innovateur: universalité ou effet-prisme?", Revue Tunisienne des Sciences de Gestion, March 1999, vol. 1, no. 1

Book chapter

  • TOUZANI, M., A. A.CHARFI, "Motivations and Inhibitions Behind the Adoption and Continuous Use of IoT Wearable Devices: Exploring and Comparing Three Major Frameworks" in Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2019. Lecture Notes in Business Information Processing, vol 358.., Jallouli R., Bach Tobji M., Bélisle D., Mellouli S., Abdallah F., Osman I. (eds), Springer, pp. 323-341, 2019
    DOI : 10.1007/978-3-030-30874-2_26
  • TOUZANI, M., M.-H.FOSSE-GOMEZ, "Expérience de service et ethnicité" in L'Ethnicité, Fabrique Marketing?., Béji-Bécheur , A. & Özçaglar Eds, Collection Societing, 2012
  • TOUZANI, M., E.HIRSCHMAN, "Consumer acculturation in situ: the continuing leg of French colonization in North Africa" in Handbook of Islamic Marketing., Özlem S. & Rice G. Ed., Edward Elgar Publishing, 2011
  • TOUZANI, M., M.KHEDHRI, N.BEN DAHMANE, "Une étude exploratoire des sources d'irritation ressenties lors d'une activité de shopping: cas des grandes surfaces à dominante alimentaire" in Marketing de Distribution et d'Exportation., Debabi M., Lajili M.R., Mejri M. Eds, L'Univers du Livre, 2008

Academic conferences

  • TOUZANI, M., I.MESTAOUI, "Investigating Travelers’ Dilemma in Managing Their Online/Offline Presence on Travel Experience" in The International Conference on Digital Economy (ICDEc), Springer, pp. 115-125, 2020, Cham, Switzerland
  • TOUZANI, M., "Cultural Congruency and Buzz Marketing: Contrasting the Opinions of Professionals and Consumers" in 6th International Business & Social Sciences Research Conference, 2013, United Arab Emirates
  • TOUZANI, M., E.HIRSCHMAN, A.RUVIO, "Looking for Christmas in a Muslim country" in Advances in Consumer Research - 2009 ACR North American Conference, 2009, United States
  • TOUZANI, M., E.HIRSCHMAN, "Cultural syncretism and Ramadan Observance: Consumer Research Visits Islam" in Advances in Consumer Research - 2008 ACR North American Conference, 2008, United States
  • TOUZANI, M., F.BAKINI, "Impact de la sécurité et de la proximité sur la fréquence et les moments d'achat" in 5ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2007, Tunisia
  • TOUZANI, M., L.HECHICHE-SALAH, "La gestion du stress des enseignants à l'université : cas de la Tunisie" in 14ème Congrès de l'Association de Gestion des Ressources Humaines (AGRH), 2003, France
  • TOUZANI, M., I.BOUAZIZ, S.BEN ZINA, "Les facteurs culturels explicatifs de l'innovativité du consommateur: une étude exploratoire" in 19ème Congrès International de l'Association Française du Marketing (AFM), 2003, Tunisia
  • TOUZANI, M., D.BEN, "Les réactions des consommateurs à la notoriété et au style de la musique diffusée au sein du point de vente" in 18ème Congrès International de l'Association Française du Marketing (AFM), 2002, France

Dissemination activity

  • KUPPELWIESER, V., M.TOUZANI, S.TUZOVIC, M.SIMPSON, J.FINSTERWALDER, "What Goes Around, Comes Around: The Effect of Employee’s Flirtation on Customer’s Encounter Satisfaction" in AMA ServSIG International Service Research Conference, 2014, Thessaloniki, Greece
  • TOUZANI, M., G.GHARIANI, "Revisiting novel-reading practices at the era of digitamorphosis: exploring changes in readers’ motivations" in AIMAC 2015, 2015, Aix-en-Provence, France
  • ROKKA, J., M.TOUZANI, "Video-netnography and the study of online video-sharing communities ?" in 7th Workshop on Interpretive Consumer Research, 2013, Belgium
  • TOUZANI, M., S.ASKRI, K.BEN YAHIA, TOUITI, "Buzz and Intention to Engage in WOM: Determinants and moderating role of cultural factors" in 7th International Research Days on Marketing Communications, 2013, Germany
  • TOUZANI, M., G.GHARIANI, L.CRETON, "Le blogging cinématographique en France, entre passion désintéressée et professionnalisme amateur" in XII International Conference on Arts & Cultural Management (AIMAC), 2013, Colombia
  • TOUZANI, M., J.ROKKA, "Netno-videography and the study of online video-sharing communities" in 7th Workshop on Interpretive Consumer Research, 2013, Belgium
  • TOUZANI, M., F.SMAOUI, K.KOOLI, Y.BEN, "Survey Participants Lost in Translation: An Experimental Study on the Use of Dialectal vs. Standard Language" in EMAC 42nd Annual Conference, 2013, Turkey
  • TOUZANI, M., H.SKANDRANI, J.BEN, I., "Représentations et Déterminants de la Confiance dans Le Système d’Échange Virtuel : une Etude Exploratoire en Tunisie" in Proceedings of the Annual Marketing Division Conference of the Administrative Sciences, 2013, Canada
  • TOUZANI, M., Y.BEN, T.K., S., "Réussir une campagne de buzz marketing sur les réseaux sociaux: rôle central de la congruence culturelle" in 12th International Marketing Trends Conference, 2013, France
  • TOUZANI, M., L.CRETON, G.GHARIANI, "How bloggers can turn to prescribers and influencers?" in 6th Art of Management and Organization Conference, 2012, United Kingdom
  • TOUZANI, M., M.LABIDI, F.SMAOUI, "Emerging countries and preference for imported products: exploring a complex relationship" in 11th International Marketing Trends Conference, 2012, Italy
  • TOUZANI, M., F.SMAOUI, "Do Multicultural Aesthetic Profiles Really Exist in the Field of Arts and Design?" in INFORMS Marketing Science Conference, 2012, United States
  • TOUZANI, M., "Traditions, contextes interculturels et nouvelles tendances de la consommation" in Semaine internationale - ESC Saint-Etienne, 2012, Saint-Etienne, France
  • TOUZANI, M., Y.BEN, T.K., S., "Intégration du buzz dans le mix communicationnel: entre cohérence et dangers" in 6èmes Journées internationales de la recherche en communication marketing, 2012, France
  • TOUZANI, M., K.YAHIA, "Doublage et perception de la publicité : une étude exploratoire dans le contexte tunisien" in 10ème Colloque International de l’Association Tunisienne du Marketing (ATM), 2012, Tunisia
  • TOUZANI, M., "Ramadan et rites de consommation: une étude exploratoire auprès de la minorité ethnique maghrébine en France" in 4èmes Rencontres Internationales de la Diversité, 2011, France
  • TOUZANI, M., E.HIRSCHMAN, "Minority Religious Rituals in the Post Colonial World: Ramadan in France" in European Association for Consumer Research Conference, 2010, United Kingdom
  • TOUZANI, M., B.BENGAMRA-ZAINELABIDINE, M.LABIDI, "Immigrants' motivations, acculturation and consumption: evidence from three ethnic groups living in Tunisia" in International Conference on immigration, consumption and markets, 2009, France
  • TOUZANI, M., S.MOUSSA, "De la détermination du nombre de facteurs/composantes à retenir lors d'une analyse factorielle exploratoire: un tutorat sur l'analyse parallèle de Horn" in 7ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2009, Tunisia
  • TOUZANI, M., S.GUETTITI, N.SELMI, "La qualité perçue du service hôtelier: Essai d'opérationnalisation dans le contexte tunisien" in 2ème Journée de recherche sur le tourisme, 2009, France
  • TOUZANI, M., E.HIRSCHMAN, "How do consumption rituals survive and evolve in ethnic minority groups? The case of Ramadan in France" in 7ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2009, Tunisia
  • TOUZANI, M., G.GHARIANI, "Une approche exploratoire du comportement de consommation et de création d'un produit artistique: le cas du cinéma tunisien" in 5ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2007, Tunisia
  • TOUZANI, M., L.HECHICHE-SALAH, A.AYARI, "Le stress des vendeuses sédentaires: une étude exploratoire" in 2ème journée de recherche pluridisciplinaire AGRH sur le management de la santé et de la sécurité au travail, 2007, France
  • TOUZANI, M., F.BAKINI, S.JERBI, "Antécédents et conséquences des états affectifs du consommateur à l'intérieur du point de vente" in 5ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2007, Tunisia
  • TOUZANI, M., H.SKANDRANI, "Le citoyen du village global est-il un mythe?" in Colloque mondialisation et développement: Mondes d'hier et mondes de demain, 2007, Algeria
  • TOUZANI, M., S.MOUSSA, "Crédibilité des labels de qualité : l'évaluation de l'unidimensionnalité, de la fiabilité et de la validité d'une échelle de mesure" in 7èmes Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 2007, Tunisia
  • TOUZANI, M., H.SKANDRANI, L.TOUZANI, "Une approche netnographique de l'image de la destination touristique: cas de la Tunisie" in eCommerce et Gouvernance de l’Internet, 2007, Tunisia
  • TOUZANI, M., F.BAKINI, "Sécurité perçue et fréquentation du magasin: proposition d'une échelle de mesure et étude d'impact" in 10ème Colloque Etienne Thil, 2007, France
  • TOUZANI, M., M.KHEDHRI, D.BEN, N., "Une approche exploratoire des sources d'irritation ressenties lors de l'activité de shopping: cas des grandes surfaces à dominante alimentaire" in 6th International Marketing Trends Conference, 2007, France
  • TOUZANI, M., "Une étude exploratoire du profil de l'acheteur en ligne dans les pays émergents" in Conférence de l'Association Francophone de Management Electronique, 2006, Tunisia
  • TOUZANI, M., Y.TRIKI, F.CHOURA, "Une lecture sémiotique du discours du packaging à travers les fonctions du langage" in 5èmes Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 2005, Tunisia
  • TOUZANI, M., T.ABID, "Fidélité et traitement cognitif décisionnel des marques: une étude exploratoire du marché des jeans" in 5èmes Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 2005, Tunisia
  • TOUZANI, M., "Changements des comportements de consommation pendant le mois de Ramadan: approche expérentielle des pratiques rituelles" in 1ères Journées Internationales de la Recherche en Marketing et en Sciences de Gestion, 2005, Morocco
  • TOUZANI, M., S.LAOUITI, "Une approche sémiotique de la consommation des produits de luxe" in 3ème Colloque International de l'Association Tunisienne du Marketing (ATM), 2005, Tunisia
  • TOUZANI, M., N.MZOUGHI, O.BOULHEL, "Achat à distance et qualité perçue: proposition d'une échelle de mesure de la satisfaction dans le domaine du télé-achat" in 8ème Colloque Etienne Thil, 2005, France
  • TOUZANI, M., A.TEMESSEK, "Une approche intégrative pour l'étude des antécédents de la fidélité à la marque" in 2ème Colloque International de l'Association Tunisienne de Marketing (ATM), 2004, Tunisia
  • TOUZANI, M., S.LAOUITI, "L'approche veblenienne de l'ostentation revisitée : une approche empirique" in 1er Colloque International de l’Association Tunisienne du Marketing (ATM), 2003, Tunisia
  • TOUZANI, M., A.ALLAGUI, "Comparaison des propriétés psychométriques de trois échelles de mesure de l'innovativité" in 3èmes Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 2003, Tunisia
  • TOUZANI, M., L.BEN SLIMANE, A.EL AKREMI, "Les domaines motivationnels de l'inventaire des valeurs de Schwartz: une analyse confirmatoire" in 2èmes Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 2002, Tunisia
  • TOUZANI, M., T.SALAANI, "Le processus de validation des échelles psychométriques: validité et fiabilité" in Séminaire de méthodologie de Recherche du LIGUE, 2000, Tunisia
  • TOUZANI, M., "Impact du langage sur le comportement du consommateur: des variables contextuelles aux facteurs culturels" in 1ères Journées Internationales de la Recherche en Sciences de Gestion, Association Tunisienne en Sciences de Gestion (ATSG), 1999, Tunisia