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PUESCHEL Julia

PhD in Management Sciences, specialization in Marketing

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Marketing
PhD in Management Sciences, specialization in Marketing

Julia Pueschel is Assistant professor of marketing and director of MSc Luxury Marketing at Neoma Business School. She was awarded a Ph.D. in management sciences at Université Paris Dauphine, PSL University, Paris. She teaches consumer behavior, marketing strategy, product design and innovation, and qualitative research methods. Her primary research interests are in luxury marketing, luxury counterfeit consumption, consumer behavior, and qualitative research methods. Her work has been published in the Journal of Business Research, Recherches et Applications en Marketing, and Management International. Prior to becoming an academic, she worked in business organizations in the United Arab Emirates as a member of higher management and had developed an interest in studying luxury brands and consumer behavior.

Areas of research

  • Consumer Behavior
  • Luxury Marketing
  • Counterfeit Consumption
  • Culture and Consumption

Recent academic contributions

  • PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Fifty Years of Consumer Research, 2023
  • PUESCHEL, J., S. BORRAZ, "What Does Luxury Meme? New Cultural Intermediaries And The Reconfiguration Of Luxury Meanings", Advances in Consumer Research, October 2023, vol. 51, pp. 416
  • GOUDEY, A., J. PUESCHEL, S. MOOKHERJEE, S. HAO, "Brands in Metaverse", Global Marketing Conference, pp. 963-963, 2023, Seoul
    DOI : 10.15444/GMC2023.12.03.0

Article

  • PUESCHEL, J., S. BORRAZ, "What Does Luxury Meme? New Cultural Intermediaries And The Reconfiguration Of Luxury Meanings", Advances in Consumer Research, October 2023, vol. 51, pp. 416
  • ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", Journal of Business Research, June 2022, vol. 145, pp. 784-800
    DOI : 10.1016/j.jbusres.2022.02.087
  • PUESCHEL, J., B. PARGUEL, C. CHAMARET, "Talking about my generation : comment les valeurs façonnent la consommation de luxe", Recherche et Applications en Marketing, June 2021, vol. 36, no. 2, pp. 21-41
    DOI : 10.1177/2051570720966273
  • PUESCHEL, J., "I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers", Management International, January 2021, vol. 24, pp. 36-48
  • PUESCHEL, J., C.CHAMARET, B.PARGUEL, "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries", Journal of Business Research, August 2017, vol. 77, pp. 184-194
    DOI : 10.1016/j.jbusres.2016.11.008

Book chapter

  • PUESCHEL, J., C.CHAMARET, B.PARGUEL, "I. Le rôle de la culture dans la consommation de contrefaçon de luxe : le cas des Émirats arabes unis" in L'état du management., V. Guillard et B. Oxibar Ed., Editions la Découverte, pp. 7-15, 2019

Academic conferences

  • HOU ANDRE, A., B. PARGUEL, J. PUESCHEL, "COO effect in Chinese luxury consumption: Does generation matter?" in Global Marketing Conference, Global Marketing Conference, pp. 80-87, 2023, Seoul
    DOI : 10.15444/GMC2023.01.10.03
  • PUESCHEL, J., S. ICHIKAWA, S. HAO, M. TOUZANI, "From mainstream to ugly luxury: Evidence from Chinese millennials" in Monaco Symposium on Luxury 2023, 2023, Monaco
  • ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Global Marketing Conference, 2023
  • PUESCHEL, J., S. MOOKHERJEE, S. HAO, A. GOUDEY, "Metaverse & Brands" in Special Conference on Metaverse, Advances in Consumer Research, 2023
  • GOUDEY, A., J. PUESCHEL, S. MOOKHERJEE, S. HAO, "Brands in Metaverse", Global Marketing Conference, pp. 963-963, 2023, Seoul
    DOI : 10.15444/GMC2023.12.03.0
  • PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in Fifty Years of Consumer Research, 2023
  • PUESCHEL, J., S. MOOKHERJEE, "Luxury Brands in Metaverse" in Association for Consumer Research, 2022
  • PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" in International Conference on Crypto-Marketing, 2022
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in EURAM, 2018, Reykjavík, Iceland
  • PUESCHEL, J., ""I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers" in ATLAS-AFMI Conference, 2018, Paris, France
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Academy of Marketing Science Annual Conference, 2018, New Orleans, United States
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Monaco Symposium on Luxury, 2018, Monaco, Monaco
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in ANZMAC Conference, 2017, Melbourne, Australia
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Global Fashion Management Conference, 2017, Vienna, Austria
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in The Mystique of Luxury Brands Conference, 2017, Seoul, Korea, Republic Of
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" in Atlas-AFMI Conference, 2017, Antananarivo, Madagascar
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in Monaco Symposium on Luxury, 2016, Monaco, Monaco
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" in Atlas-AFMI Conference, 2016, Nice, France

Participation at an academic or professional conference

  • PUESCHEL, J., M. C.ZANETTE, M.TOUZANI, "Re-arranging dressing practices: the role of objects in spreading ugly luxury  " Marketing Research Seminar - Neoma Business School. 2021, On-line, France
  • PUESCHEL, J., "Luxury brands and luxury consumers in the GCC countries" ecture / Workshop for graduate students of Paris – Dauphine University. 2018, Dubai, United Arab Emirates
  • PUESCHEL, J., "Consumption of counterfeit luxury goods" Research Seminar of M-Labs, Dauphine University. 2018, Paris, France
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" Research Seminar of Sociology and Philosophy Department,Paris-Sorbonne University Abu Dhabi. 2016, Abu Dhabi, United Arab Emirates
  • PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" Women Empowerment, French Embassy. 2016, Abu Dhabi,, United Arab Emirates

Professional journals

  • PUESCHEL, J., "The role of culture in the consumption of luxury and luxury counterfeits", Luxury adviser, January 2022
  • PUESCHEL, J., "The metaverse could be a goldmine for luxury brands - but only if they listen to gamers' concerns", Luxury adviser, November 2022

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