Charlotte Gaston-Breton (HDR from Paris I Panthéon Sorbonne and Ph.D from the University Paris Dauphine) is currently Full Professor in the European Marketing Department at ESCP Business School. She is the Coordinator of the European Marketing Department and the co-Academic Director of the online Executive Master in International Business (EMIB). She is the scientific director of the research center in Happiness, Well-Being & Management (https://escp.eu/faculty-research/research-centres/Happiness-and-Well-Being-in-Management).

Previously, she worked at the University Carlos III of Madrid and at the University Paris Ouest Nanterre. She has been invited by research centers such as the Stern Business School (New York University) and the Haas Business School of Berkeley (California).

Her research areas deal with consumer experiences and psychology. She published books, articles in international journals (e.g., Marketing Letters, International Marketing Review, Journal of Product and Brand Management), national journals (e.g., Recherche et Applications en Marketing, Décisions Marketing) and conferences.

Her consultancy activities are related to customer experience and data analysis for consumer goods (L’OREAL, Carrefour), insurance companies (AXA, REALE), advertising agencies (BDDP Conseil, Havas Media), and marketing research industries (GFK, Symphony).

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57 publications

Academic Articles

2025

GASTON-BRETON, C., M. C. DE STEFANO

Mapping Consumer Well-Being: Contextualization, Conceptualization and Classification using Topic modeling

JOURNAL OF BUSINESS RESEARCH

Conference Presentations

2025

AHMAD, T., C. GASTON-BRETON

Six foundational pillars of RevOps

Global Sales Science Institute (GSSI) Conference

Conference Presentations

2025

LEE, H.-H. M., C. GASTON-BRETON

Mindful Decluttering: Navigating the path from reflection to conscious consumption

Society for Consumer Psychology (SCP)

Conference Presentations

2024

AHMAD, T., C. GASTON-BRETON

Revenue Operations: An integrative device in the B2B technology industry

Industrial Marketing Management Summit

Conference Presentations

2024

GASTON-BRETON, C., H.-H. M. LEE

Mindful consumption at the post purchase step

Association Française du Marketing (AFM)

Conference Presentations

2024

VOYER, B., G., R. RAHAJASON, H. GONZALEZ JIMENEZ, C. GASTON-BRETON

Beyond Adoption: Motivations to Continuous Chatbot Usage

Australian & New Zealand Marketing Academy Conference (ANZMAC)

ESCP Impact Papers

2024

CAÑIBANO, A., C. GASTON-BRETON

From Hedonic to Eudaimonic experiences of well-being: Towards a purposeful future for customers and employees

ESCP Impact Papers, 2024-42-EN

Media

2022

GASTON-BRETON, C., B. , G. VOYER, M. KASTANAKIS, J. LEMOINE

Here's how companies can truly improve employee well-being

World Economic Forum

Media

2022

GASTON-BRETON, C

Consumers need means of escape and self-development

The Choice

PhD / HDR Dissertation

2022

GASTON-BRETON, C.

Le Bonheur est dans le prix!

Université Paris I - Panthéon-Sorbonne, 84