LUFFARELLI Jonathan

Dr. Jonathan LUFFARELLI is Dean of Research and Associate Professor of Marketing at Montpellier Business School (Montpellier, France). Prior to joining Montpellier Business School, he worked as an Assistant Professor of Marketing at Bayes Business School (previously Cass Business School; London, UK). He also worked as an Adjunct Professor of Marketing at IE Business School (Madrid, Spain) while completing his PhD in that business school.

His main research interests lie in understanding the effects of brand aesthetics and personality on brand equity. Additionally, he has published research on the use of verbal metaphors and music in marketing communications, electronic word of mouth, the impact of corporate social performance on firm financial performance, and satisfaction with relative performance evaluations. To carry out his research, he employs various empirical methods and techniques, including experiments, surveys, implicit asociation tests, and longitudinal data analysis.

His research has been published in premier academic journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Management Science, Journal of Business Venturing, and Human Resource Management. He has also published in the Journal of Business Research, Psychology & Marketing, and Corporate Social Responsibility and Environmental Management, as well as leading managerial outlets such as Harvard Business Review, The Conversation, and Entrepreneur and Innovation Exchange.

For more information, you can visit: https://www.jonathanluffarelli.com

CELHAY, F., J. LUFFARELLI, "Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues", Journal of Consumer Research, December 2024, vol. 51(4), no. December 2024, pp. 820-844

LUFFARELLI, J., S. DELRE, P. LANDGRAF, "How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years.", Journal of the Academy of Marketing Science, May 2023, vol. 51, no. 3, pp. 598-616

DELRE, S., J. LUFFARELLI, "Consumer reviews and product life cycle: On the temporal dynamics of electronic word of mouth on movie box office.", Journal of Business Research, February 2023, vol. 156, no. February 2023, pp. 113329

CELHAY, F., J. LUFFARELLI - "Color effectiveness. When background color impacts logo-evoked brand impressions: An Abstract. AMS World Marketing Congress (WMC), July 11-14, Canterbury, UK." - 2023, Canterbury

LUFFARELLI, J., S. FEIEREISEN, A. ZOGHAIB, "More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention.", Psychology and Marketing, November 2021, vol. 38, no. 11, pp. 1973-1989

LUFFARELLI, J., S. DELRE, P. LANDGRAF - "Brand personality and brand equity: Evidence from a longitudinal study. Association Française du Marketing (AFM), May 19-21, Angers, France." - 2021, Angers, France

LUFFARELLI, J., A. ZOGHAIB, S. FEIEREISEN - "That sounds brand new: Selecting suitable music in marketing communications to induce impressions of brand innovativeness. European Marketing Academy (EMAC), May 26-29, Budapest, Hungary, [Proceedings]." - 2020, Budapest

FAVIER, M., J. LUFFARELLI, G. PANTIN-SOHIER, F. CELHAY - "Getting products in good shape: How geometric and organic decorative patterns influence product gender impressions. European Marketing Academy (EMAC), May 26-29, Budapest, Hungary, [Proceedings]." - 2020, Budapest

LUFFARELLI, J., A. ZOGHAIB, S. FEIEREISEN - "That sounds brand new: Selecting suitable music in marketing communications to induce impressions of brand innovativeness. Association Française de Marketing (AFM), May 5-7, Biarritz, France, [Proceedings]." - 2020, Biarritz, France

FAVIER, M., J. LUFFARELLI, G. PANTIN-SOHIER, F. CELHAY - "Getting products in good shape: How geometric and organic decorative patterns influence product gender impressions. Association Française de Marketing (AFM), May 5-7, Biarritz, France, [Proceedings]." - 2020, Biarritz, France

Marketing, Corporate Social Responsibility (CSR), Branding, Brand Equity, Logo Design, Consumer Behavior, Brand Personality

Marketing, Analytics and Data Science, Consumer Behavior, Research methodology