Ecole de commerce

Diplôme Grande École visé Bac+5, Grade de Master

Chercheurs

MAZODIER Marc

Marc MAZODIER

Department of Marketing

Faculty position :

  • Adjunct Professor

Contacts :

ISG International Business School
8 rue de Lota
F-75116 Paris
mmazodier@hkbu.edu.hk


Marc MAZODIER is an adjunct professor at the ISG International Business School. He holds a Ph.D. in Management Sciences and specialized in the field of Marketing.

  • His current professional activity is Assistant Professor at the Hong Kong Baptist University.
  • His areas of publication are sponsorship and ambush marketing.
  • His teaching specializations concern marketing communications, brand management, market research and sport management.

Teaching Areas

  • Course 1 : Brand Management
  • Course 2 : Marketing Communication
  • Course 3 : Market Research

Research Interests

  • Interest1 : Sponsorship
  • Interest2 : Ambush Marketing
  • Interest3 : Learning of brand associations

Education

  • 2003/08 : PhD in Marketing. IAE Aix en Provence – University Paul Cezanne, Aix en Provence, France. Very good with highest praise from the board.
    2009 Marketing Dissertation Award from the French Marketing Association.
    Research Topic: The Effects of Ambush Marketing Disclosure on Attitudes towards the Brand.
  • 2002/03 : DEA - Master 2 in Management. IAE Aix en Provence – University Paul Cezanne, Aix en Provence, France. With great honor.
    Research Topic: The Sponsorship Impact on Brand Attitudes.
  • 2001/02: Master 1 in Management . University Paris 9 Dauphine, Paris, France. With honor.
  • 1998/01: Bachelors degree in Management and Economics. University Paris 9 Dauphine, Paris, France.

Teaching Experience

  • 2014 to presentUniversity – Bachelor and Master in Management.
    Courses taught: Marketing Management, Brand Management, International Marketing Research.
  • 2008 at present: Adjunct Professor, ISG, Former Head of the Marketing Department.
  • 2013 to 2014 University of Nottingham Ningbo China – Bachelor in Management.
    Courses taught: Managing the Marketing Mix, Advertising and Marketing Communication, Business School Dissertation.
  • 2012: University of South Australia – Bachelor in Management.
    Courses taught: Consumer Behavior, Marketing Principles.
  • 2012: BEM Business School – Master in Management.
    Courses taught: Brand Management.
  • 2008 to 2012: ISG Business School, Paris, France – Master in Management.
    Courses taught: Brand Management, Market Research, Marketing Communication and Sport Marketing.
  • 2010:ESCP Europe – Master in Management.
    Course taught: Commercial Sponsorship
  • 2006 to 2010:Euromed Business School Marseille, France – Master in Management.
    Courses taught: Event Communication and Persuasion Processes, Brand Management.
  • 2006 to 2008: University of Aix Marseille II, France – Master in Management.
    Courses taught: Marketing Principles.

Other professional experiences

  • 2013/14Associate Professor, Business School, University of Nottingham Ningbo.
  • 2012/13: Lecturer, School of Marketing, University of South Australia.
  • 2008/12:Associate Professor of Marketing, Head of Department, Marketing & Entrepreneurship, Institut de Sciences de Gestion, Business School, Paris, France.
  • 2011:Visiting Researcher at the University of Adelaide, Adelaide, Australia.
    Research topic: Sponsorship and CSR (supervisor: P. Quester).
  • 2006/08:ATER – University of Aix Marseille II – Master in Management (supervisor: J-L. Moulins).
  • 2005/06: Visiting Researcher at the University of Adelaide, Adelaide, Australia. Research topic: Ambush Marketing and Deceptive Advertising (supervisor: P. Quester).

Publications

Articles

  • Mazodier M. and P. Quester (2014), “The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach”, International Journal of Research in Marketing, 31, 1, 16-29.
  • Mazodier M. and D. Merunka, “Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products”, Journal of Business Research (forthcoming).
  • Mazodier M. and P. Quester (2014), “The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach”, International Journal of Research in Marketing, 31, 1, (forthcoming).
  • Mazodier M. and P. Quester (2014), “Leveraging Sport Events over Time: a Comparison of Sponsorship and Sport Event Advertising”, International Journal of Research in Marketing – Research Commentary, 31, 1, (forthcoming).
  • Mazodier M. and P. Quester (2014), “Leveraging Sport Events over Time: a Comparison of Sponsorship and Sport Event Advertising”, International Journal of Research in Marketing – Research Commentary, 31, 1, 33-34.
  • Quester P., C. Plewa, and K. Palmer, and M. Mazodier (2013), “Determinants of the Community-based Sponsorship Impact on Self-Congruity”, Psychology & Marketing, 30, 11, 996-1007.
  • Mazodier M. and A. Rezaee (2013), “Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges”, Journal of the Academy of Marketing Science, 41, 5, 586-600.
  • Mazodier M. and D. Merunka (2012), “Achieving Brand Loyalty through Sponsorship: The Role of Fit and Self-congruity”, Journal of the Academy of Marketing Science, 40, 6, 807-820.
  • Mazodier M., Quester P. and Chandon J-L. (2012), “Unmasking the Ambushers: Conceptual Framework and Empirical Evidence”, European Journal of Marketing, 46, 1/2, 192-214.
  • Mazodier M. and Quester P. (2010), “The effects of Ambush Marketing disclosure on attitudes towards the ambusher’s brand”, Recherche et Applications en Marketing, 25, 2, 51-68.
  • Mazodier M. and P. Quester (2009), “The fight against Ambush Marketing”, Gestion: Revue Internationale de Gestion, 34, 1, 37-44.
  • Mazodier M. and P. Quester (2008), “The Effectiveness of Ambush Marketing: a Theoretical Framework”, Revue Française de Marketing, 217, 63-75.
  • Mazodier M. (2008), “An exploratory study of public attitudes towards the ambush marketing disclosure”, Revue Européenne du Management du Sport, 23.
  • Mazodier M. and J-L. Chandon (2005), “Gender, age and Group Norms moderate the Impact of Sport Sponsorship on awareness, attitudes and intentions to buy”, Revue Sciences de Gestion, 48, 65-87.

Professional articles

  • Mazodier M. (2011), “The questioning of public subsidy to professional sport clubs”, Décisions Marketing – Tribunes de DM, Tribune « A propos », 64, october-december, 83-85.
  • Mazodier M. (2011), “Welcome to London 2012! How the French Olympic Committee protects and values Olympic sponsorship?”, Décisions Marketing – Tribunes de DM, Tribune « Managers », 64, october-december, 79-81.

Chapters in Books

  • Mazodier M. (2012), “Ambush Marketing: Innovative or immoral?”, in Events Management: an International Approach, Nicole Ferdinand and Paul Kitchin, eds., SAGE Publications Ltd.

Conference Presentations

  • Carrillat F., M. Mazodier, C. Plewa and P. Quester (2014), “The Efficacy of Grassroots Sponsorship vs. Professional Sponsorship to Build Brand Equity: The Role of Property Community Involvement and Altruistic Motive Attributions”, 2014 AMA Summer Marketing Educators' Conference, San Francisco, California, August 1-3.
  • Carrillat F., M. Mazodier, C. Plewa and P. Quester (2014), “Building CSR Image through Sport Sponsorship”,43rd EMAC Annual Conference, Valencia, Spain, June 3-6.
  • Mazodier M. and R. Lee (2013), “The Role of Ethnocentrism and Antagonism in Sponsorship Effects: a Latent Growth Modeling approach”, 42nd EMAC Annual Conference, Istanbul, Turkey, June 4-7.
  • Mazodier M. and D. Merunka (2013), “Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products”, La Londe Conference, La Londe les Maures, France, May 28-31.
  • Trendel O., M. Mazodier, and K. Vohs (2012) ,"Pictures Versus Words in Changing Implicit Attitudes in Ambush Marketing Disclosure: the Role of Valence of Mental Images", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, 899-900.
  • Mazodier M., C. Plewa, P. Quester, and K. Palmer (2012), “Being a Good Sport: Can Sponsors Use CSR to Build their Brand?”, Research Conference in Sport Marketing: Focus on Sponsorship, Warsaw Sport Marketing Center, Lundquist College of Business, University of Oregon, Portland, Oregon, June 21 and 22.
  • Mazodier M. and A. Rezaee (2012), “The value of sponsorship: an international stock market perspective”, 41st EMAC Annual Conference, Lisbon, Portugal, May 22-25.
  • O. Trendel and Mazodier M. (2011), “Why Revealing Ambush Marketers Might not Be Enough? The Role of Explicit and Implicit Attitudes”, La Londe Conference, La Londe les Maures, France, May 31 to June 3.
  • Mazodier M. and D. Merunka (2011), “The Sponsorship Impact on Consumers’ Brand Loyalty”, 2011 AMA Winter Marketing Educators' Conference, Austin, Texas, February 18-20.
  • Mazodier M. (2010), “Explaining Affect and Purchase Intent for a Licensed Product: the Symbolic Co-branding Case”, 9th International Congress on Marketing Trends, Venice, Italy, January 21-23.

Other Scientific Activities

  • Editorial Board Member for the Journal of Advertising Research
  • Ad Hoc Reviewer for: International Journal of Research in Marketing, European Journal of Marketing, International Journal of Advertising, Journal of Marketing Management, Journal of Sport Management, International Journal of Sports Management & Sponsorship, Journal of Marketing Communications, Recherche et Applications en Marketing.
  • Track chair for the 2012 ANZMAC (Australian & New Zealand Marketing Academy Conference), “Tourism, Events and Sports” track, Adelaide, Australia, December 3-5.
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A propos de l'ISG :

L'Institut Supérieur de Gestion (ISG), membre de IONIS Education Group, créé il y a près de 50 ans est une Grande Ecole de Commerce, visée par l'Etat, membre de la Conférence des Grandes Ecoles et du Chapitre des Ecoles de Management. Le diplôme Grande école de l’ISG est visé Bac+5 et confère le Grade de Master. Sa pédagogie innovante et en phase avec les entreprises est au service de sa mission : former des managers responsables, créatifs, entreprenants et aptes à évoluer à l’International. L’ISG s’appuie sur un réseau de 125 universités partenaires dans 50 pays et sur son association d’anciens élèves, comptant 20 000 diplômés. L'ISG propose des formations pour tous les profils, de Bac à Bac+5, mais aussi des programmes de formation continue et de VAE pour les personnes ayant déjà une expérience professionnelle. L’ISG forme chaque année près de 3 500 étudiants au sein de ses programmes. Depuis sa création, l'ISG a acquis une reconnaissance internationale, il est membre de l'EFMD, de l'AACSB de CLADEA, de l'AmCham et partenaire de l'UNIDO. Son laboratoire de recherche, le GRiiSG, a pour thèmes de recherche principaux : entrepreneuriat et marché, management et innovation et management des risques.
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