
Dr Laetitia Mimoun is an Associate Professor in Marketing at ESCP Business School. Before joining ESCP in 2022, Laetitia worked for Bayes Business School, City, University of London.
Laetitia’s research falls into the domain of consumer behaviour, specifically consumer culture theory (CCT), and primarily relies on qualitative methodologies such as interviews, observation, netnography, and projective techniques. Her research has been published in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Psychology and Marketing, and Marketing Theory.
Laetitia’s research focuses on liquid consumption, including access-based consumption, collaborative workspaces and third places, and liquid lifestyles. She is particularly interested in contemporary trends at the intersection of work and consumption. Her secondary research interest relates to the morality of markets and includes topics such as brand activism and healthcare technologies’ legitimacy.
Laetitia is a Fellow of the Higher Education Academy and has broad teaching experience, across different levels, platforms, and topics. She currently teaches “Marketing Communication,” “Consumer Behaviour,” and “Fundamentals of Marketing” in the MIM programme.
She holds a PhD in Marketing from HEC Paris (France), an MSc in International Marketing from the University of Strathclyde (UK), and a Master in Management from Audencia Nantes (France).
Academic Articles
2025
Bioéthique et inclusion : Le rôle des changements réglementaires dans la légitimation basée sur les émotions des consommateurs stigmatisés
RAM - RECHERCHE ET APPLICATIONS EN MARKETING
Chapters
2025
Chronic Consumer Liminality
In: The Routledge Handbook of Identity and Consumption, Russell Belk and Ruvio Ayalla Routledge, London
Academic Articles
2024
Participatory Food Provisioning via Emerging Technologies: Revisiting Prosumption and Value Creation Beyond the Anthropocene
JOURNAL OF MACROMARKETING, 44 (3)
Academic Articles
2024
Home and Psychological Well-being in Global Consumer Mobility
JOURNAL OF CONSUMER PSYCHOLOGY
Academic Articles
2024
Transnational Market Navigation: Living and Consuming across Borders
JOURNAL OF CONSUMER RESEARCH, 50 (6), 1198-1220
Academic Articles
2024
Food Prosumption Technologies: A Symbiotic Lens for a Degrowth Transition
MARKETING THEORY, 24 (2), 289-309
Academic Articles
2024
Access-based customer journeys
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 52(1), 24-43
Chapters
2024
Conducting consumer interviews online and offline
In: Handbook of Qualitative Research Methods in Marketing, Russell W. Belk and Cele Otnes Edward Elgar Publishing
ESCP Impact Papers
2024
AI in business: The ART of navigating the tensions between business and social objectives
ESCP Impact Papers, 2024-49-EN
ESCP Impact Papers
2024
Romantic relationships: Future challenges in the era of dating apps
ESCP Impact Papers, 2024-23-EN