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Florent Girardin

Dr Florent Girardin

Dr Florent Girardin

Associate Professor

Expertise

  • Brand management
  • Consumer-brand relationships
  • Marketing

Biography

Dr. Florent is an Associate Professor of Marketing at EHL. His academic research focuses on consumers’ reactions to brand and product positioning strategies. His research integrates different perspectives from philosophy, sociology and psychology to better understand the mechanisms underlying consumers’ formation of attitude toward brands and products as well as the impact of such attitudes on consumers’ life aspects. His work has been published in top-tier business journals such as Journal of Consumer Psychology, Psychology and Marketing, Journal of Retailing and Customer Services, or Tourism Perspectives. He has an extensive teaching experience in Hospitality Luxury Brand Management, Marketing, Advertising, and Marketing Research Methods. Florent has also worked as a Growth Driver at PriceWaterhouseCoopers.

Awards

C.W. Park Outstanding Contribution to the Journal of Consumer Psychology Award (2017)

Education

PhD in Management, HEC Lausanne

Courses Taught

BACHELOR OF SCIENCE IN INTERNATIONAL HOSPITALITY MANAGEMENT
• Hospitality Luxury Brand Management
• Les fondamentaux du marketing de l'accueil
MASTER IN HOSPITALITY MANAGEMENT
• Luxury Business Trip
• Luxury Concept Week

Teaching Location

EHL Campus Lausanne

Journal publications

Girardin, F., Blal, I., & Lunardo, R. (2023). The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education, 34(2), 1056–1076. https://doi.org/10.1080/08841241.2023.2172642

Chen, M.-M., Zizka, L., Girardin, F., & Zhang, E. R. (2021). Explaining viewer affect with imagery diagnosis model. Tourism Management Perspectives, 38, 100814. https://doi.org/10.1016/j.tmp.2021.100814

Girardin, F., Bezençon, V., & Lunardo, R. (2021). Dealing with poor online ratings in the hospitality service industry: the mitigating power of corporate social responsibility activities. Journal of Retailing and Consumer Services, 63, 102676. https://doi.org/10.1016/j.jretconser.2021.102676

Bezençon, V, Girardin, F, Lunardo, R. (2020). When does an ethical attribute matter for product evaluation? The role of warm‐glow feelings for low‐rated products. Psychology & Marketing, 37, 1571-1585. https://doi.org/10.1002/mar.21403

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006

Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses. Psychology & Marketing, 32(9), 891-906. https://doi.org/10.1002/mar.20825