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. She holds a Ph.D. 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).

Laetitia's research falls into consumer behavior, 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 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. Her secondary research interest relates to technology consumption, particularly in contexts of blurred morality and questionable legitimacy.

Laetitia is a Fellow of the Higher Education Academy and has a broad teaching experience, across different levels, platforms, and topics. She currently teaches "Marketing Communication," "Consumer Behavior," and "Fundamentals of Marketing" in the MIM program.

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15 publications

Academic Articles

2022

MIMOUN, L., L. TRUJILLO-TORRES, F. SOBANDE

Social Emotions and the Legitimation of the Fertility Technology Market

JOURNAL OF CONSUMER RESEARCH, 48 (6), 1073–1095

Academic Articles

2022

MIMOUN, L., M. C. ZANETTE, D. RINALLO

Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis

MARKETING THEORY

Chapters

2022

ATANASOVA, A., F. BARHDI, G. ECKHARDT, L. MIMOUN

Digital Nomadism as Temporal Privilege

In: Handbook of Digital Consumption (2nd edition), Russell Belk and Rosa Llamas Routledge, 22-34

ESCP Impact Papers

2022

MIMOUN, L

Brand Activism and Geopolitical Crises

ESCP Impact Papers, 2022-06-EN

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Academic Articles

2021

MIMOUN, L., F. BARDHI

Chronic Consumer Liminality: Being Flexible in Precarious Times

JOURNAL OF CONSUMER RESEARCH

Academic Articles

2021

MIMOUN, L., A. GRUEN

Customer Work Practices and the Productive Third Place

JOURNAL OF SERVICE RESEARCH, 24, 563-581

Academic Articles

2021

SIBAI, O., L. MIMOUN, A. BOUKIS

Authenticating brand activism: Negotiating the boundaries of free speech to make a change

PSYCHOLOGY AND MARKETING, 38, 1651-1669

Academic Articles

2020

SOBANDE, F., L. MIMOUN, L. T. TORRES

Soldiers and superheroes needed! Masculine archetypes and constrained bodily commodification in the sperm donation market

MARKETING THEORY, 20, 65-84

Academic Articles

2020

MIMOUN, L., S. RAGHUNATHRAO JAGADALE, L. TRUJILLO-TORRES

A Divine Duty: Commercial Surrogacy in India and Kin Altruism

ADVANCES IN CONSUMER RESEARCH, 48, 1118-1123

Academic Articles

2020

MIMOUN, L., A. GRUEN

Consumer Experience of Working from Third Places

ADVANCES IN CONSUMER RESEARCH, 48, 1196