![](https://preprod.neoma-bs.fr/sites/default/files/uploaded_images/profs-neoma_0.png)# PUESCHEL Julia { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Accueil", "item": "https://preprod.neoma-bs.fr/" }, { "@type": "ListItem", "position": 2, "name": "PUESCHEL\u0020Julia", "item": "https://preprod.neoma-bs.fr/node/8605.md" } ] } - [Accueil](https://preprod.neoma-bs.fr/) - PUESCHEL Julia ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/30245-pueschel-julia.jpg?itok=yZbdKV-t)PUESCHEL Julia Professeur assistant - À propos - Publications académiques [Marketing](https://preprod.neoma-bs.fr/departements/marketing) Doctorat en Science de Gestion, Spécialisation Marketing Julia Pueschel est Professeure Assistant de Marketing et Directrice de MSc Luxury Marketing à Neoma Business School. Elle est titulaire d'un doctorat en Sciences de Gestion de l'Université Paris Dauphine, PSL, Paris. Elle enseigne le comportement du consommateur, la stratégie marketing, la conception et l'innovation des produits et les méthodes de recherche qualitative. Ses recherches portent principalement sur le marketing du luxe, la consommation de produits de luxe contrefaits, le comportement du consommateur et les méthodes de recherche qualitative. Ses travaux ont été publiés dans Journal of Business Research, Recherches et Applications en Marketing, et Management International.. Avant de rejoindre le monde académique, elle a occupé des postes de Direction aux Émirats Arabes Unis et a développé un intérêt pour l'étude des marques de luxe et du comportement des consommateurs ### Domaines de recherche - Comportement des consommateurs - Marketing de Luxe - Contrefaçons - Culture et Consommation ## Récentes contributions académiques HOU , A., B. PARGUEL, J. PUESCHEL, ""MADE IN CHINA” luxury: why chinese generations matter" dans *Global Marketing Conference*, pp. 1099-1099, 2025 HAO, S., J. PUESCHEL, B. H. SCHMITT, "Decoding luxury shaming using genai and consumer perspectives" dans *Global Marketing Conference*, pp. 924-924, 2025 PUESCHEL, J., S. HAO, "country perceptions, environmental consciousness, and second-hand luxury consumption–evidence from china" dans *Global Marketing Conference*, pp. 20-20, 2025 ## Publications SRIVASTAVA, G., S. BAG, P. J. RAMUDU, S. K. SHRIVASTAV, J. PUESCHEL, A. C. BENABDELLAH, "Theoretical Perspectives on the Impact of Generative AI on the Tourism Sector: A Literature Review", *Journal of Global Information Management*, Septembre 2025, vol. 33, no. 1 DOI : [ 10.4018/JGIM.388177 ](https://dx.doi.org/10.4018/JGIM.388177) PUESCHEL, J., S. BORRAZ, "What Does Luxury Meme? New Cultural Intermediaries And The Reconfiguration Of Luxury Meanings", *Advances in Consumer Research*, Octobre 2023, vol. 51, pp. 416 PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing digital luxury wearable assets: imaginaries and practices", *Carnets de la Consommation*, Juin 2023, vol. 10, no. 6 PUESCHEL, J., "The role of culture in the consumption of luxury and luxury counterfeits", *Luxury adviser*, Janvier 2022 ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", *Journal of Business Research*, Juin 2022, vol. 145, pp. 784-800 DOI : [ 10.1016/j.jbusres.2022.02.087 ](https://dx.doi.org/10.1016/j.jbusres.2022.02.087) PUESCHEL, J., "The metaverse could be a goldmine for luxury brands - but only if they listen to gamers' concerns", *Luxury adviser*, Novembre 2022 PUESCHEL, J., B. PARGUEL, C. CHAMARET, "Talking about my generation : comment les valeurs façonnent la consommation de luxe", *Recherche et Applications en Marketing*, Juin 2021, vol. 36, no. 2, pp. 21-41 DOI : [ 10.1177/2051570720966273 ](https://dx.doi.org/10.1177/2051570720966273) PUESCHEL, J., "I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers", *Management International*, Janvier 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*, Août 2017, vol. 77, pp. 184-194 DOI : [ 10.1016/j.jbusres.2016.11.008 ](https://dx.doi.org/10.1016/j.jbusres.2016.11.008) ## Chapitres PUESCHEL, J., C. CHAMARET, "Counterfeit Luxury Consumption and the Role of Culture" dans *Counterfeit Luxury and Consumption*., Cláudio Félix Canguende-Valentim, António Carrizo Moreira, Vera Teixeira Vale Eds, Routledge, Taylor & Francis Group, 2025 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" dans *L'état du management*., V. Guillard et B. Oxibar Ed., Editions la Découverte, pp. 7-15, 2019 ## Conferences HOU , A., B. PARGUEL, J. PUESCHEL, ""MADE IN CHINA” luxury: why chinese generations matter" dans *Global Marketing Conference*, pp. 1099-1099, 2025 HAO, S., J. PUESCHEL, B. H. SCHMITT, "Decoding luxury shaming using genai and consumer perspectives" dans *Global Marketing Conference*, pp. 924-924, 2025 PUESCHEL, J., S. HAO, "country perceptions, environmental consciousness, and second-hand luxury consumption–evidence from china" dans *Global Marketing Conference*, pp. 20-20, 2025 PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans *Fifty Years of 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 ](https://dx.doi.org/10.15444/GMC2023.12.03.0) PUESCHEL, J., S. MOOKHERJEE, S. HAO, A. GOUDEY, "Metaverse & Brands" dans *Special Conference on Metaverse*, *Advances in Consumer Research*, 2023 ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans *Global Marketing Conference*, 2023 PUESCHEL, J., S. ICHIKAWA, S. HAO, M. TOUZANI, "From mainstream to ugly luxury: Evidence from Chinese millennials" dans *Monaco Symposium on Luxury 2023*, 2023, Monaco HOU ANDRE, A., B. PARGUEL, J. PUESCHEL, "COO effect in Chinese luxury consumption: Does generation matter?" dans *Global Marketing Conference*, *Global Marketing Conference*, pp. 80-87, 2023, Seoul DOI : [ 10.15444/GMC2023.01.10.03 ](https://dx.doi.org/10.15444/GMC2023.01.10.03) PUESCHEL, J., S. MOOKHERJEE, "Luxury Brands in Metaverse" dans *Association for Consumer Research*, 2022 PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" dans *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" dans *Monaco Symposium on Luxury*, 2018, Monaco, Monaco PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *Academy of Marketing Science Annual Conference*, 2018, New Orleans, États-Unis PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *EURAM*, 2018, Reykjavík, Islande PUESCHEL, J., ""I Want It All and I Want It Now. Motivations of Counterfeit Luxury Consumption Among GCC Consumers" dans *ATLAS-AFMI Conference*, 2018, Paris, France PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *Atlas-AFMI Conference*, 2017, Antananarivo, Madagascar PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *The Mystique of Luxury Brands Conference*, 2017, Seoul, Corée, République De PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *Global Fashion Management Conference*, 2017, Vienna, Autriche PUESCHEL, J., B.PARGUEL, C.CHAMARET, P.VALETTE-FLORENCE, "Talking about my generation. Revisiting the influence of age in luxury counterfeit consumption" dans *ANZMAC Conference*, 2017, Melbourne, Australie PUESCHEL, J., B.PARGUEL, C.CHAMARET, "Coping with copies: A study of risks perception and coping strategies in luxury counterfeit consumption among affluent consumers" dans *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" dans *Atlas-AFMI Conference*, 2016, Nice, France ## Séminaires de recherche 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, Émirats Arabes Unis 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" *Women Empowerment, French Embassy*. 2016, Abu Dhabi,, Émirats Arabes Unis 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, Émirats Arabes Unis