Area(s) of Expertise
Dr Florent Girardin obtained a PhD from HEC Lausanne, where he also completed his bachelor and master’s degree in management. Florent’s academic research focuses on consumers’ reactions to brand and product positioning strategies. In his doctoral dissertation, he has investigated consumers’ perceptions of brand authenticity, a marketing concept that has gained increasing attention in the marketing discipline, both from academics and practitioners.
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.
Dr Girardin is teaching courses on Hospitality Marketing and Luxury Brand Management. His work has been published in "Journal of Consumer Psychology" and "Psychology and Marketing". He has also worked as a Growth Driver at PwC Switzerland.
Publications in Peer-Reviewed Journals
Girardin, F., Blal, I., & Lunardo, R. (Forthcoming). The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education.
Chen, M.-M., Zizka, L., Girardin, F., & Zhang, E. R. (2021). Explaining viewer affect with imagery diagnosis model. Tourism Management Perspectives, 38, 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. 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.
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
Funded Research Projects
Lopez, L. & Girardin, F., Project: Effects of Circular Economy Practices in the Hospitality Industry, Date: 01.09.2020 to 28.02.2022, External fundraising: HES-SO.
C.W. Park Oustanding Contribution to the Journal of Consumer Psychology Award (2017)