First name LAST NAME

Marketing Department
September 2013
Gachoucha KRETZ
Professor
Teaching Areas: Fashion and Luxury, Branding,
Strategic Marketing, Consumer
Behavior, Social Media Communication and
Branding
Year hired at ISC Paris: 2010
Full-Time
Participating
Grande Ecole and MBA
Education:
Degree
Institution
Year
Major / Minor
Doctorate
HEC PARIS School of Management
2011
Marketing
DEA
Université Paris IX Dauphine
2006
Marketing and
Strategy
DESS
CELSA Paris IV Sorbonne
2005
Communication
Maîtrise
EDHEC Business School, Lille
1999
Finance
Licence
EDHEC Business school, Lille
1998
Management
Licence
Classe préparatoire HEC, Option Sciences
1994-
General
Sainte Marie Grand Lebrun, Bordeaux
1996
Course Responsibilities at ISC Paris 2008 through 2013:
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Luxury brand Management
Luxury consumption and culture
Consumer Behavior
Marketing studies and research
Markstrat
Branding
Qualitative research
Marketing basics
Innovation Management
Social Media Communication
Creativity and Communication
Gachoucha Kretz – Professor
ISC Paris, 22 bd du Fort de Vaux, 75017 Paris, France
Marketing Department
September 2013
Intellectual Contributions 2007 through 2012:
Intellectual Contributions
Total
Refereed Journal Articles (CNRS Selection)
Peer-Reviewed Journal Articles
3
Other Journal Articles
Conference Proceedings
7
Case Studies
Scholarly Books
Chapters in Scholarly Books
4
Working Papers
Other Outlets
Total
14
Education
Doctorate:
Theme: Popularity management: how fashion and luxury bloggers construct and
nd
maintain their popularity online. HEC Paris School of Management, March 2 , 2011.
Graduate:
DEA in Marketing and Strategy, Université Paris IX Dauphine, Paris, 2006.
DESS in Communication, CELSA Paris IV Sorbonne, 2005.
MBA EDHEC Business School, Lille, 1999.
Undergraduate: Degree in Business Administration, EDHEC Business School, Lille, 1998.
Two-year Prep School to Business Schools, Sainte Marie Grand Lebrun, Bordeaux,
1996.
Academic Appointments
Professor, Marketing department, ISC Paris School of Management since 2010
Head of the International MBA in Luxury Business, ISC Paris School of Management since 2010
Head of the International Track, ISC Paris School of Management since 2010
Instructional Activities and Development
Taught Courses outside ISC Paris since 2005
Guest lecturer, MBA, Executive MBA and Specialized Master levels at HEC Paris School of
Management, Jouy-en-Josas since 2007
In charge of courses on: Brand and Product Management, ESSEC, Cergy-Pontoise University since
2007, Communication and Creativity, EDHEC, Lille since 2010.
Gachoucha Kretz – Professor
ISC Paris, 22 bd du Fort de Vaux, 75017 Paris, France
Marketing Department
September 2013
Other activities
Visiting fellow at Schulich School of Business, York University, Toronto, 2011.
Invited lecturer at the International Symposium School of Commerce, Meyiji University (in
th
commemoration of the 130 anniversary of Meiji University), Japan, 25-26 November 2011.
Taught Courses outside ISC Paris since 2008
ESSEC: Brand and product management, since 2007
HEC: Markstrat since 2008 and Consumer Psychology and Decision, in 2007
Marketing since 2009 for the CESB Exam Training Module
Luxury strategies for the MS Intelligence Marketing since 2012
EDHEC: Creativity and Communication, since 2010.
MEIJI UNIVERSITY: French fashion and luxury marketing
Instructional Innovations
Development of a new graduate course: Creativity and Communication, Social Media Communication,
Luxury Brand Management, Luxury Consumption and Culture, “The Luxury Shaker”.
Markstrat.
Professional Memberships and Certifications
Member of GREGHEC (HEC PARIS School of Management Research Laboratory) since 2009
Member of the Association for Consumer Research since 2008
Member of the Association Française du Marketing since 2008
Service
Institutional
Member of Committees for professional theses defenses at ISC Paris since 2010
Head of International Track since 2010
Head of International MBA in Luxury Business since 2010
Development and recruitment activities for the International MBA in Luxury Business
Intellectual Contributions
Peer-Reviewed Journal Articles
KRETZ G. Consuming Branded Stories: A Netnography of Fashion and Luxury Blog Consumption,
Advances in Consumer Research, Vol. 40, eds.Zeynep Gurhan-Canli, Cele Otnes, and Juliet Rui Zhu,
Duluth, MN:Association for Consumer Research, 2013, pp.1057-1058.
KRETZ G., VOYER B. Are social media only social? Understanding the role of social media in the
processes of independent and interdependent identity construction, Advances in Consumer Research,
Vol. 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Juliet Rui Zhu, Duluth, MN: Association for
Consumer Research, 2013, pp.587-588.
KRETZ G. Pixelize me!: A semiotic approach of self-digitization in fashion blogs, European Advances
in Consumer Research, Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth,
MN: Association for Consumer Research, June 2010, pp. 393-399.
Gachoucha Kretz – Professor
ISC Paris, 22 bd du Fort de Vaux, 75017 Paris, France
Marketing Department
September 2013
Conference Proceedings
KRETZ G., Brand Love Generation and Evolution Process: The Case of Luxury Brand Love, 3rd
Consumer Brand Relationship Conference, 26-28 September 2013, Rollins, Winter Park, FL.
KRETZ G., « Brand love » : comprendre comment les consommateurs tissent des liens d'amour avec
les marques de luxe horlogères, 7ème Journée de Recherche en Marketing Horloger (JRMH), 7
novembre 2012, Neuchâtel, Suisse.
KRETZ G, Consuming Branded Stories: A Netnography of Fashion and Luxury Blog Consumption,
2012 ACR Conference, 4-5 October 2012, Vancouver.
KRETZ G, VOYER, B. Towards a Better Understanding of the Role of Social Media in the Processes
st
of Independent and Interdependent Identity Construction, EMAC, 41 Annual Conference, 22-25 May,
Lisbon.
KRETZ G, KAPFERER JN. Les blogueurs comme ambassadeurs de marques horlogères: Savoir
ème
interpréter les profils de blogueurs selon leurs stratégies narratives, 5
Journées de recherche du
marketing horloger (JRMH), Haute Ecole de Gestion ARC, November 2010, Neuchâtel, Switzerland.
th
KRETZ G. DE VALCK K, Fashion bloggers in “The Digital Consumer”, 5
Culture Theory, July 2010, Madison, U.S.A.
Conference, Consumer
KRETZ G. Pixelize me!: A semiotic approach of self-digitization in fashion blogs, The Association for
Consumer Research Annual North American Conference, October 22-25, 2009, Pittsburgh, U.S.A.
Chapters in Scholarly Books
KRETZ G. (forthcoming 2013), Brand Love: comprendre comment les consommateurs tissent des
liens d’amour avec les marques de luxe horlogères, Kalust Zorik and François Courvoisier (Eds.), Le
marketing experiential en horlogerie. Le Mont-sur-Lausanne: Editions LEP.
KRETZ G. and DE VALCK K. (2013), Fashion Bloggers in Russell W. Belk (Ed.), The Digital
Consumer. London: Routledge.
KRETZ G., KAPFERER J-N., Les blogueurs comme ambassadeurs de marques horlogères : savoir
interpréter les profils de blogueurs selon leurs stratégies narratives. In : L’horlogerie et ses
ambassadeurs (sous la direction de Zorik A. et Courvoisier H.), 2012, pp.121-250.
KRETZ G, DE VALCK K. “Pixelize me!” Digital storytelling and the creation of archetypal myths
through explicit and implicit self-brand association in fashion and luxury blogs. In: Research in
Consumer Behavior, Volume 12, ed. Russell Belk, Emerald, November 2010, pp. 313-329.
Gachoucha Kretz – Professor
ISC Paris, 22 bd du Fort de Vaux, 75017 Paris, France