BORRAZ
BORRAZ
PhD, Marketing
Stéphane Borraz is Assistant Professor of Marketing at NEOMA Business School. His teaching focuses on luxury industries for MSC students, luxury brand marketing, communication, and digital marketing in the TEMA cycle.He carries out research mainly in consumption, analyzing consumer experiences, and managing luxury brands, intending to study consumer culture (Consumer Culture Theory).
The research was published in leading journals in France (Recherches et Applications en Marketing) and international (Journal of Marketing, Journal of Retail and Consumer Services, Research in Consumer Behavior).His teaching is complemented by the coordination and responsibility of the luxury courses and the Taittinger Prize, a leading partnership.
BORRAZ, S., Y. SU, A. SONG, "Generative AI Design Devalues Luxury? Exploring Consumer Perceived Value of AI-designed Luxury Products" in 54th Annual Conference of the European Marketing Academy (EMAC), 2025, Pozuelo de Alarcón, (Madrid), Spain
BORRAZ, S., "Reimagining sustainable tourism with Descola's ontologies", Annals of Tourism Research, May 2025, vol. 112
DION, D., S. BORRAZ, C. DUBREUIL, "How Luxury Brands Craft Product Preciousness in The Service Encounter" in International Marketing Trends Conference, 2024, Venice, Italy Coauthorspresented
BORRAZ, S., "Reimagining sustainable tourism with Descola's ontologies", Annals of Tourism Research, May 2025, vol. 112
DUBREUIL, C., S. BORRAZ, "La consommation et l’épreuve de réalité : comment les individus justifient-ils les limites assumées à leurs efforts de consommation face aux enjeux climatiques ?", Recherche et Applications en Marketing, October 2024, vol. 40, no. 1
DUBREUIL, C., D. DION, S. BORRAZ, "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence", Journal of Business Ethics, September 2023, vol. 186, pp. 675–694
PUESCHEL, J., S. BORRAZ, "What Does Luxury Meme? New Cultural Intermediaries And The Reconfiguration Of Luxury Meanings", Advances in Consumer Research, October 2023, vol. 51, pp. 416
BORRAZ, S., C. DUBREUIL, "I Don’t Feel Any Guilt: How Consumers Justify the Boundaries of their Ethical Green Consumption Practices", Advances in Consumer Research, October 2023, vol. 51, pp. 548
BORRAZ, S., V. ZEITOUN, D. DION, "Subjectivity and reflexivity: The contributions of countertransference to interpretative research/Subjectivité et réflexivité : les apports du contre-transfert aux recherches interprétatives", Recherche et Applications en Marketing (English Edition), August 2021, vol. 36, no. 1, pp. 65-81
DOI : 10.1177/2051570720942384
BORRAZ, S., "Chapter 1 Love and Locks: Consumers Making Pilgrimages and Performing Love Rituals", Research in Consumer Behavior, January 2019, vol. 20, pp. 7-21
BORRAZ, S., "Les cadenas d’amour : émotions et pratiques rituelles dans l’espace mythologique de Paris", Survey Magazine, April 2019
DION, D., S.BORRAZ, "Managing Status: How Luxury Brands Shape Class Subjectivities in the Service Encounter", Journal of Marketing, September 2017, vol. 81, no. 5, pp. 67-85
DOI : 10.1509/jm.15.0291
DION, D., S.BORRAZ, "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry", Journal of Retailing and Consumer Services, January 2015, vol. 22, pp. 77-84
BORRAZ, S., "Objectivation et subjectivation des consommateurs dans les dispositifs marchands" in Michel Foucault et la consommation., Yohan Gicquel et Dominique Roux Ed., EMS - Editions Management et Société, pp. 52-74, 2018
BORRAZ, S., Y. SU, A. SONG, "Generative AI Design Devalues Luxury? Exploring Consumer Perceived Value of AI-designed Luxury Products" in 54th Annual Conference of the European Marketing Academy (EMAC), 2025, Pozuelo de Alarcón, (Madrid), Spain
DUBREUIL, C., S. BORRAZ, "“I will take that plane because...”: exploring the green gap and how consumers justify ambivalence" in Consumer Culture Theory Conference, 2023, Lund, Sweden
BORRAZ, S., "Malfunctions While Co-Creating Value In Branded Services: A Service- Dominant Logic Approach Of Customer Experiences" in 18th International Marketing Trends Conférence, 2019, Venice
BORRAZ, S., "Making magic, art, and building value: when consumers endow things with agency" in Consumer Culture Theory Conference, 2018, Odense, Denmark
BORRAZ, S., "Rites et pratiques d’appropriation de l’espace mythologique de Paris" in Journées Normandes de Recherche sur la Consommation (JNRC), 2017
BORRAZ, S., H.GORGE, M.HERBERT, "Informing the Ideological Meaning of Concepts in Consumer Research. The Case of Exclusion" in Institutul Cultural Român (ICR), 2017, Stockholm
BORRAZ, S., "La question des usages de Foucault pour penser la consommation”, in Penser critique, la consommation à travers les mondes de Foucault" in Colloque URCA, 2016
BORRAZ, S. - "Making Magic, Art, and Value: When Consumers Perform Agency to Things" - 2017, Paris, France
BORRAZ, S. - "L’empreinte Culturelle des Marques" - 2016, Rabat, Morocco
MICHEL, G., F.BERGER-RÉMY, S.BORRAZ, N.FLECK, B.HEILBRUNN, Quand les Artistes s'emparent des Marques, Editions Dunod, Paris, 2015
DION, D., S. BORRAZ, C. DUBREUIL, "How Luxury Brands Craft Product Preciousness in The Service Encounter" in International Marketing Trends Conference, 2024, Venice, Italy Coauthorspresented
DION, D., S. BORRAZ, C. DUBREUIL, "How Luxury Brands Craft Product Preciousness in The Service Encounter" in 23 rd International Marketing Trends Conference, 2024, Venice, Italy Coauthorspresented
BORRAZ, S., "Locking My Love On That Bridge: Distributed Agency and Ontological Pluralism" in 11TH EIASM INTERPRETIVE CONSUMER RESEARCH WORKSHOP, 2023, Liverpool, United Kingdom
BORRAZ, S., C. DUBREUIL, "“I will take that plane because…”: consumers' justifications facing ambivalence in times of global warming" in JNRC, 2022, Le Havre, France
BORRAZ, S., "Love, Magic, and Art: Object Agency and the Disseminated Self" in ICR 11TH EIASM INTERPRETIVE CONSUMER RESEARCH WORKSHOP, 2022, Liverpool, UK, United Kingdom
BORRAZ, S., "Le contexte du concept : appréhender la part idéologique des concepts en recherche sur la consommation" in Journées Normandes de Recherche sur la Consommation, 2020, (online), France