ULRICH
ULRICH Isabelle
HDR (Authorization to supervise research)
Isabelle ULRICH is Associate Professor and Head of Marketing department at NEOMA Business School that she joined in September 2011. Before that, she was Adjunct Professor at ESCP Europe, Scientific Co-Director of the Specialised Master in Marketing & Communication for four years.
She holds a PhD in Management Sciences from the Université Panthéon-Sorbonne, a PhD from ESCP Europe (2010), and a Diploma from the Grande Ecole Programme (Master in Management) at NEOMA Business School (1988).
Her research focuses on Brands, Consumer Behaviour and Gender, and Social Media. She has published her work in Journal of Business Reseach, European Journal of Marketing, Psychology & Marketing, International Journal of Retail & Distribution Management, Electronic Markets, Recherches et Applications Marketing and Décisions Marketing. She is also the author/co-author of practical cases in Marketing published at the CCMP, developed in partnership with companies such as La Poste, Segafredo-Zanetti, the Rouen Opera and HAC-football-club du Havre.
Before entering academia, Isabelle accrued seventeen years of Marketing experience in international corporations, first as Brand Manager at Procter & Gamble, then as Group Manager at Bourjois, and finally as Marketing Director for the brand Clinique (Estée Lauder Group).
ULRICH, I., P. EZAN, "Boys and dolls; girls and cars’: children’s reactions to incongruent images in a retailer’s catalogue", International Journal of Physical Distribution and Logistics Management, October 2016, vol. 44, no. 10, pp. 1047-1063
10.1108/IJRDM-08-2015-0131
ULRICH, I., E.TISSIER-DESBORDES, "De l'intérêt de mobiliser en marketing le genre multifactoriel et sa mesure", Recherche et Applications en Marketing, July 2013, vol. 28, no. 2, pp. 87-117
10.1177/0767370113480323
ULRICH, I., "The effect of consumer multifactorial gender and biological sex on the evaluation of cross-gender brand extensions", Psychology and Marketing, May 2013, vol. 30, no. 9, pp. 794-810
ULRICH, I., D. PEDERZOLI - "Ferrero-Leclerc, Chocolate Tablets Category Management" - 2024, The Case Centre, Paris
ULRICH, I., D. PEDERZOLI - "Ferrero-Leclerc : Relations Stratégiques Industrie - Distribution/Ferrero-Leclerc: Strategic Relationships Manufacturers-Retailers" - 2021, Centrale de Cas et de Médias Pédagogiques (CCMP), Paris
DOI : https://www.ccmp.fr/collection-ccmp/cas-ferrero-leclerc-strategic-relationships-manufacturers-retailers
ULRICH, I. - "Kinder : stratégie de communication masterbrand et marques filles/Kinder : communication strategy masterbrand and subbrands" - 2021, Centrale de Cas et de Médias Pédagogiques (CCMP), Paris, France
DOI : https://www.ccmp.fr/collection-ccmp/cas-kinder-strategie-de-communication
ULRICH, I. - "L' Opéra de Rouen : Une nouvelle stratégie de communication" - 2017, Centrale de Cas et de Médias Pédagogiques (CCMP), Paris
ULRICH, I., P. EZAN - "Les capsules Brodies – Segafredo-Zanetti" - 2015, Centrale de Cas et de Médias Pédagogiques (CCMP), Paris
ULRICH, I., P.EZAN, J.LAGIER - "Club de football HAC / La Poste : stratégie de communication et d'évènements pour le stade Océane" - 2014, Centrale de Cas et de Médias Pédagogiques (CCMP), Paris, France
ULRICH, I., J. LAGIER, P. EZAN - "Club de football HAC/ La Poste : stratégie de communication et d’évènements pour le Stade Océane" - 2013, Centrale de Cas et de Médias Pédagogiques (CCMP)
ULRICH, I., "Quelle est la valeur d'un vêtement que je ne possède pas ?" Présentation au séminaire de recherche du dépt marketing de l'ISC. 2019, Paris, France
ULRICH, I., "Towards the conceptualization of Reasoned Accumulation -" Présentation au séminaire de recherche de Skema. 2016, Lille, France
ULRICH, I., "Genre de la marque, genre de l'individu, congruence entre l'individu et la marque" Colloque doctoral de l'AFM. 2007, France
ULRICH, I., P.EZAN, "Une enseigne a-t-elle intérêt à bouleverser les codes genrés ? Application aux réactions d'enfants exposés au catalogue de jouets Système U" in 18ème Colloque Etienne Thil, Paris, 2015, France
CHICHEPORTICHE, L., O.BOUJENA, I.ULRICH, C.DAMAY, "Entre frénésie et accumulation: vers la caractérisation d’un comportement d’achat féminin" in 13ème Journées Normandes de Recherche sur la Consommation, 2014, France
ULRICH, I., E.TISSIER-DESBORDES, "Gender flexibility and men’s perception on products and brands" in 12th ACR Conference on Gender Marketing and Consumer Behavior, 2014, Finland
ULRICH, I., E.TISSIER-DESBORDES, P.DUBOIS, "Le genre des marques et ses composantes: une étude exploratoire" in 9th International Marketing Trends Conference, 2010, Italy
AIME, I., I. ULRICH, S. AZAR, "The effect of chatbot gender on brand engagement and advocacy, for masculine or feminine brands," in 18th Global Brand Conference, 2025, Porto
ULRICH, I., F. CAMBIER, "Organic brand extensions: psychological mechanisms underlying consumer evaluations" in 18th Global Brand Conference, 2025, Porto, Portugal
ULRICH, I., I. AIME, S. AZAR, "Linda or Michael? Enhancing brand attitude through AI chatbot gender" in 16th Global brand conference, University of Bergamo,, 2023, Bergamo, Italy
PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Fifty Years of Consumer Research, 2023
ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Global Marketing Conference, 2023
MANTHIOU, A., B. GODEY, D. PEDERZOLI, I. ULRICH, "The Effect of Secondhand Extension on Online and Offline Traditional Retailing Environments" in Academy of Marketing Science Annual Conference, vol. Monterey, California, 2022
PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" in International Conference on Crypto-Marketing, 2022
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
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
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
AIME, I., I. ULRICH, S. AZAR, "Men's attitude towards female patronymic cross-gender extensions: The moderating role of brand name dissimilarity", European Marketing Academy EMAC, 2020
DAMAY, C., I.ULRICH, L.LOUSSAIEF, S.CACHO-ELIZONDO, "What is better for consumers: Access or ownership? Exploring motivations and barriers in the apparel market" in European Marketing Academy Conference EMAC, 2020, Budapest, Hungary
AIME, I., I.ULRICH, S.AZAR, "Men’s attitude towards female patronymic cross-gender extensions: The moderating role of brand name dissimilarity" in European Marketing Academy Conference EMAC, 2020, Budapest, Hungary
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
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, Y.PIRIS, L.CHICHEPORTICHE, "Food metaphor in advertising of non-food brands: Towards a conceptual model of the impact on consumer affective responses" in 47th Conference, European Marketing Academy EMAC, 2017, Groningen
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
AZAR, S., I.AIMÉ, I.ULRICH, "Quelle stratégie pour les marques mixtes : marque gamme ou caution ?" in Actes du Congrès de l'AFM, 2016, Lyon, France
AZAR, S., I.AIMÉ, I.ULRICH, "The impact of different naming strategies on consumer's evaluation of mixed brands" in EMAC 2016 Conference, May 24-27, Oslo, 2016, Oslo, Norway
ULRICH, I., O. BOUJENA, Y. PIRIS JABINET, L. CHICHEPORTICHE, K. AYADI, "Food metaphor in advertisings of non-food brands: an exploratory examination" in 3rd , International Conference on Contemporary Marketing Issues (ICCMI), 2015, Londres, United Kingdom
ULRICH, I., "Boy+doll and girl+car: children’s reactions to incongruent visuals in a retailer’s catalog", Kids & Retailing Colloquium, 2015, Budapest, Hungary
BOUJENA, O., I.ULRICH, C.DAMAY, L.CHICHEPORTICHE, "Beetween frenzy and collection: towards a characterization of female accumulative buying behavior", Academy of Marketing Science Annual Conference, 2015, Barry, Italy
ULRICH, I., "Consumer gender effect on the evaluation of cross-gender brand extensions" in Conférence IAMB 2013, 2013, Portugal
ULRICH, I., "The effect of consumer gender on the evaluation of cross-gender extensions in western cultures" in Conference EMAC 2013, Istanbul Technical university, 2013, Turkey
ULRICH, I., "The Impact of Consumer Gender on the Evaluation of Cross Gender Brand Extensions" in IAMB 2013 (International Academy of Management and Business), 2013, Portugal
ULRICH, I., E.TISSIER-DESBORDES, P.DUBOIS, "Brand gender and its dimensions" in Advances in Consumer Research - 2010 ACR European Conference, 2010, United Kingdom
ULRICH, I., O.BOUJENA, C.DAMAY, L.CHICHEPORTICHE, "Between frenzy and collection: Towards a characterization of female accumulative buying behavior" in Rediscovering the Essentiality of Marketing., Luca Petruzzellis & Russel S. Winer Ed., Springer, pp. 141-155, 2016
ULRICH, I., "Marques et femmes -Encart : outil de mesure de la masculinité/féminité des marques -Encart : analyse du cas L’oréal Men Expert" in Marketing to Women, le marketing à destination des femmes., SMADJA B., SAUTY DE CHALON M- L. Eds, Dunod, 2014
ULRICH, I. - "Vente en ligne : le boom des vêtements d'occasion, Interview de Isabelle Ulrich TF1" - 2019, Paris
MANTHIOU, A., I. ULRICH, V. G. KUPPELWIESER, "The travel influencer construct: An empirical exploration and validation", Tourism Management, April 2024, vol. 101, pp. 104858
DOI : 10.1016/j.tourman.2023.104858
ULRICH, I., S. CACHO-ELIZONDO, C. DAMAY, L. LOUSSAIEF, "A practice theory perspective on apparel sharing consumption models exploring new paths of consumption in France and Mexico", Journal of Retailing and Consumer Services, March 2024, vol. 77
DOI : 10.1016/j.jretconser.2023.103626
PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing digital luxury wearable assets: imaginaries and practices", Carnets de la Consommation, June 2023, vol. 10, no. 6
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
BOUJENA, O., I. ULRICH, Y. PIRIS JABINET, L. CHICHEPORTICHE, "Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response", Journal of Retailing and Consumer Services, September 2021, vol. 62
DOI : 10.1016/j.jretconser.2021.102605
DAMAY, C., I.ULRICH, L.LOUSSAIEF, "Quelle est la valeur d'un vêtement que je ne possède pas ? Les composantes de la valeur dans les pratiques de partage et de location", Décisions Marketing, December 2020, no. 100, pp. 53-78
DOI : 10.7193/DM.100.53.78
ULRICH, I., S. L. AZAR, I. AIMÉ, "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands", Journal of Business Research, November 2020, vol. 120, pp. 157-174
DOI : 10.1016/j.jbusres.2020.07.027
LOUSSAIEF, L., I. ULRICH, C. DAMAY, "How does access to luxury fashion challenge self-identity? Exploring women's practices of joint and non-ownership", Journal of Business Research, February 2019, vol. 102, pp. 263-272
DOI : 10.1016/j.jbusres.2019.02.020
ULRICH, I., E.TISSIER-DESBORDES, "A feminine brand? Never!’ Brands as gender threats for 'resistant' masculinities.", Qualitative Market Research: An International Journal, September 2018, vol. 21, no. 3, pp. 274-295
DOI : 10.1108/QMR-10-2016-0092
AZAR, S. L., I.AIMÉ, I.ULRICH, "Brand gender-bending: The impact of an Endorsed Brand strategy on consumers’ evaluation of gendered mixed-target brands", European Journal of Marketing, July 2018, vol. 58, no. 7/8, pp. 1598-1624
DOI : 10.1108/EJM-04-2017-0278
ULRICH, I., P. EZAN, "Boys and dolls; girls and cars’: children’s reactions to incongruent images in a retailer’s catalogue", International Journal of Physical Distribution and Logistics Management, October 2016, vol. 44, no. 10, pp. 1047-1063
DOI : 10.1108/IJRDM-08-2015-0131
ULRICH, I., P.EZAN, "Bouleverser les codes dans les catalogues de jouets : réactions des enfants et légitimité de la démarche/Revolutionizing gender norms in toy catalogues: children’s reactions and legitimacy of the approach", Décisions Marketing, April 2016, vol. 82, pp. 53-72
DOI : 10.7913/DM.082.53.72
ULRICH, I., E.TISSIER-DESBORDES, "De l'intérêt de mobiliser en marketing le genre multifactoriel et sa mesure", Recherche et Applications en Marketing, July 2013, vol. 28, no. 2, pp. 87-117
DOI : 10.1177/0767370113480323
ULRICH, I., "The effect of consumer multifactorial gender and biological sex on the evaluation of cross-gender brand extensions", Psychology and Marketing, May 2013, vol. 30, no. 9, pp. 794-810
ULRICH, I., "Marques: Les 13 commandements pour séduire les femmes", IN fluencia, April 2013, no. 19 avril 2013
ULRICH, I. - "Vente en ligne : le boom des vêtements d'occasion, Interview de Isabelle Ulrich TF1" - 2019, Paris