BORRAZ Stéphane
PhD, Marketing
Marketing
PhD, Marketing
Stéphane Borraz is Assistant Professor of Marketing at NEOMA Business School. His teaching focuses on luxury industries for MSC students, luxury brand marketing, communication, and digital marketing in the TEMA cycle.He carries out research mainly in consumption, analyzing consumer experiences, and managing luxury brands, intending to study consumer culture (Consumer Culture Theory).
The research was published in leading journals in France (Recherches et Applications en Marketing) and international (Journal of Marketing, Journal of Retail and Consumer Services, Research in Consumer Behavior).His teaching is complemented by the coordination and responsibility of the luxury courses and the Taittinger Prize, a leading partnership.
Areas of research
- Management of luxury brands
- Consumer experiences
- Culture of Consumption (sociology)
- Emotional experiences
Recent academic contributions
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DUBREUIL, C., D. DION, S. BORRAZ, "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence", Journal of Business Ethics, September 2023, vol. 186, pp. 675–694
DOI : 10.1007/s10551-022-05247-2 - PUESCHEL, J., S. BORRAZ, "What does Luxury Meme? New Cultural Intermediaries and the Reconfiguration of Marketplace Meanings" in Association for Consumer Research Conference, Seattle, October 23, 2023
- BORRAZ, S., C. DUBREUIL, "I Don’t Feel Any Guilt: How Consumers Justify the Boundaries of their Ethical Green Consumption Practices" in Association for Consumer Research Conference, Seattle, October 23., 2023
Article
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DUBREUIL, C., D. DION, S. BORRAZ, "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence", Journal of Business Ethics, September 2023, vol. 186, pp. 675–694
DOI : 10.1007/s10551-022-05247-2 -
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivity and reflexivity: The contributions of countertransference to interpretative research", Recherche et Applications en Marketing (English Edition), August 2021, vol. 36, no. 1, pp. 65-81
DOI : 10.1177/2051570720942384 -
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivité et réflexivité : les apports du contre-transfert aux recherches interprétatives", Recherche et Applications en Marketing, January 2021, vol. 36, no. 1, pp. 63-79
DOI : 10.1177/0767370120936197 -
BORRAZ, S., "Chapter 1 Love and Locks: Consumers Making Pilgrimages and Performing Love Rituals", Research in Consumer Behavior, January 2019, vol. 20, pp. 7-21
DOI : 10.1108/S0885-211120190000020004 -
DION, D., S.BORRAZ, "Managing Status: How Luxury Brands Shape Class Subjectivities in the Service Encounter", Journal of Marketing, September 2017, vol. 81, no. 5, pp. 67-85
DOI : 10.1509/jm.15.0291 -
DION, D., S.BORRAZ, "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry", Journal of Retailing and Consumer Services, January 2015, vol. 22, pp. 77-84
DOI : 10.1016/j.jretconser.2014.09.005
Book chapter
- BORRAZ, S., "Objectivation et subjectivation des consommateurs dans les dispositifs marchands" in Michel Foucault et la consommation., Yohan Gicquel et Dominique Roux Ed., EMS - Editions Management et Société, pp. 52-74, 2018
Books
- MICHEL, G., F.BERGER-RÉMY, S.BORRAZ, N.FLECK, B.HEILBRUNN, Quand les Artistes s'emparent des Marques, Editions Dunod, Paris, 2015
Academic conferences
- BORRAZ, S., C. DUBREUIL, "I Don’t Feel Any Guilt: How Consumers Justify the Boundaries of their Ethical Green Consumption Practices" in Association for Consumer Research Conference, Seattle, October 23., 2023
- PUESCHEL, J., S. BORRAZ, "What does Luxury Meme? New Cultural Intermediaries and the Reconfiguration of Marketplace Meanings" in Association for Consumer Research Conference, Seattle, October 23, 2023
- DUBREUIL, C., S. BORRAZ, "“I will take that plane because...”: exploring the green gap and how consumers justify ambivalence" in Consumer Culture Theory Conference, 2023, Lund, Sweden
- BORRAZ, S., "Malfunctions While Co-Creating Value In Branded Services: A Service- Dominant Logic Approach Of Customer Experiences" in 18th International Marketing Trends Conférence, 2019, Venice
- BORRAZ, S., "Making magic, art, and building value: when consumers endow things with agency" in Consumer Culture Theory Conference, 2018, Odense, Denmark
- BORRAZ, S., "Rites et pratiques d’appropriation de l’espace mythologique de Paris" in Journées Normandes de Recherche sur la Consommation (JNRC), 2017
- BORRAZ, S., H.GORGE, M.HERBERT, "Informing the Ideological Meaning of Concepts in Consumer Research. The Case of Exclusion" in Institutul Cultural Român (ICR), 2017, Stockholm
- BORRAZ, S., "La question des usages de Foucault pour penser la consommation”, in Penser critique, la consommation à travers les mondes de Foucault" in Colloque URCA, 2016
Participation at an academic or professional conference
- BORRAZ, S., "Love, Magic, and Art: Object Agency and the Disseminated Self" in ICR 11TH EIASM INTERPRETIVE CONSUMER RESEARCH WORKSHOP, 2022, Liverpool, UK, United Kingdom
- BORRAZ, S., C. DUBREUIL, "“I will take that plane because…”: consumers' justifications facing ambivalence in times of global warming" in JNRC, 2022, Le Havre, France
- BORRAZ, S., "Le contexte du concept : appréhender la part idéologique des concepts en recherche sur la consommation" in Journées Normandes de Recherche sur la Consommation, 2020, (online), France
Professional journals
- BORRAZ, S., "Les cadenas d’amour : émotions et pratiques rituelles dans l’espace mythologique de Paris", Survey Magazine, April 2019