PORTES Audrey
| Position | Assistant Professor |
| Academic department | Marketing, Sales, & Branding |
| Contact | a.portes@mbs-education.com |
She defended her PhD in Marketing in 2018 at the University of Montpellier, France. Following her doctoral studies, she worked for two years as an Assistant Professor (Maître de conférences) at the Faculty of Economics and Management of Aix-Marseille University. Since 2021, she has been working as an Assistant Professor at Montpellier Business School, where she also serves as Head of the Digital Marketing specialization in the PGE3 program. She also worked for over ten years as a digital marketing consultant, supporting brands in their online strategies.
Her research focuses on consumer behavior in digital environments:
- The Impact of Algorithms in Sport & Health
- Ethics in Digital Environments
- Consumer Privacy & Data Protection
- Transparency and Digital Trust
- The Dark Sides of Social Media
- Adoption of Connected Devices
- The Impact of Algorithms on e-commerce behaviors
Her work has been published in leading peer-reviewed journals such as Journal of Retailing and Consumer Services, Journal of Cleaner Production, Recherche et Applications en Marketing, and Management & Avenir.
PORTES, A., G. GILLES N'GOALA - "Rassurer. In G. N'Goala, F. Paulhiac Scherrer, & F. Durif (Eds.), Ville intelligente ou vies intelligentes (pp. 69–89). ISTE Editions." - 2025, Montpellier, France
FEIEREISEN, S., C. RUSSELL, A. PORTES - "Mx Maison Yellow, Pernod Ricard's Project to Rejuvenate Pastis" - 2025, The Case Center, London, Great Britain
DAVID VIDAL, D., A. PORTES, J. JOSSELIN MASSON, A.-S. ANNE-SOPHIE CASES - "Le Nutri-Score appliqué aux données personnelles : L’impact d’un privacy score sur le processus de décision d’achat des consommateurs pour les objets connectés" - 2025, Association Française de Marketing (AFM), Lille, France
SANCHEZ, C. R., S. GALLIN, A. PORTES - "Using the Multivariate General Linear Model (MANOVA) in SPSS to Identify the Main and Interaction Effects of a Product Description Created by a Human Being Versus Artificial Intelligence" - 2024, SAGE Publications Inc.
PORTES, A. - "Interview vidéo pour Les Echos Start "Décryptage de la stratégie marketing de Cédric Grolet"" - 2024, Montpellier, France
CHAIZE, E., J. BOYSSELLE, A. PORTES, M. MERDJI, "L'influence de la Sémiotique dans l'environnement B2B : Transformer l'image de marque pour conquérir de nouveaux clients", EcoTimes,., February 2024, vol. February, no. 2024, pp. //
CELHAY, F., A. PORTES, A. MISSONIER - "Is Basketball a Fight or an Art? Metaphorical Brand Names and Differentiation Strategies in the NBA" - 2024, Consumer Culture Theory Conference, San Diego, United States of America
GALLIN, S., A. PORTES, "Online shopping: how can algorithm performance expectancy enhance impulse buying?", Journal of Retailing and Consumer Services, November 2024, vol. 81, no. November 2024, pp. 103988
CELHAY, F., A. PORTES - "A new logo for the Brooklyn Nets? Delving into the semiotics of NBA logos" - 2024, Sage Business Case, London, Great Britain
OSBURG, V.-S., V. YOGANATHAN, S. DEKHILI, A. PORTES, S. KLUCAROVA, "The combined (non)impact of self-declared sustainability claims and business performance ratings on customer intentions", Journal of Cleaner Production, October 2024, vol. 477, no. October 2024, pp. 143801
Marketing, E-commerce, Artificial intelligence, Marketing digital, Advertising
Marketing
