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ULRICH Isabelle

PhD, Marketing, Management

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).

Areas of research

  • Brand
  • Gender
  • Consumer Behavior
  • Access-based consumption
  • Advertising
  • Social media
  • Fashion & luxury

Recent academic contributions

  • 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
  • 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

Academic Journals

  • 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
  • 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, 2019, vol. 102, pp. 263-272
    DOI : 10.1016/j.jbusres.2019.02.020
  • 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., 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
  • ULRICH, I., P. EZAN, "Boys and dolls; girls and cars’: children’s reactions to incongruent images in a retailer’s catalogue", International Journal of Retail & Distribution 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

Book chapter

  • 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

Academic conferences

  • 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
  • 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
  • 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
  • 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", European Marketing Academy EMAC, 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
  • 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
  • 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
  • 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
  • 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
  • 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., "Boy+doll and girl+car: children’s reactions to incongruent visuals in a retailer’s catalog", Kids & Retailing Colloquium, 2015, Budapest, Hungary
  • 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., "Consumer gender effect on the evaluation of cross-gender brand extensions" in Conférence IAMB 2013, 2013, Portugal
  • 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., "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., E.TISSIER-DESBORDES, P.DUBOIS, "Brand gender and its dimensions" in Advances in Consumer Research - 2010 ACR European Conference, 2010, United Kingdom

Dissemination activity

  • 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
  • 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
  • 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, P.DUBOIS, "Le genre des marques et ses composantes: une étude exploratoire" in 9th International Marketing Trends Conference, 2010, Italy