Benjamin Boeuf

IESEG School of Management, Paris, France · Marketing and Negotiation Department

The aim of this empirical study was to shed light on the phenomenon of crowdfunding, particularly with respect to the cultural and creative economy. The results highlight the relationship between donors, entrepreneurs and the crowdfunding platform in the performing arts. Data from 875 theatre projects that had successful crowdfunding campaigns on t...

Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement. Nevertheless, how consumers actually respond to the use of deceased celebrities in advertising re...

It is now common for consumers to mourn and commemorate deceased celebrities on social networking sites (SNS). In addition to grieving messages, however, celebrities' posthumous SNS increasingly include promotional content; late celebrities, from Marilyn Monroe to David Bowie, regularly tweet or post promotional messages from the afterlife. The aim...

A well-established stream of research on celebrity misbehavior suggests that negative information may have an adverse effect on an endorsed brand because of its association with a celebrity considered as blameworthy. However, the present research calls into question the generalizability of these results to fatal misbehaviors (i.e., misbehaviors tha...

This article examines the effects on consumers’ attitudes of the concurrent exposure of competitive brands sponsoring different properties during an event (i.e., sponsoring an event vs. the athletes participating in this event), thus creating a competitive sponsorship clutter. In contrast with previous research having examined interference effects...

Research on international shopping has the potential of elucidating collective issues such as the eminence of protectionist discourse. Concomitantly, the authors propose a Theory of Social Class Divide (SCD) that explains how the judgments of a consumer segment diverge from classical predictions. The theory received support in an international shop...

Building on the literature on gender role theory and brand gender, this research examines how gender-based stereotypes regarding emotional behaviors can influence consumers’ response to brand emotions. Three experimental studies demonstrate that consumers hold the same gender-based expectations of brands as they do with human emotions. In particula...

Threatening environmental stimuli, such as terror attacks, armed conflicts and death imagery in advertising, have been shown to positively affect consumer attitudes and behaviors toward products. This article calls into question the generalizability of this effect to innovative products by showing that mortality anxiety, i.e., individuals' fear of...

Rationale: Although food companies increasingly refer to moral values, such as patriotism and social justice, in their marketing efforts, little is known about how appealing to consumers' political leanings may affect food perceptions. Objectives: Contributing to research on both consumer psychology and health risk communication, the current res...

By allowing individuals to think about their future, temporal consciousness enables existential anxiety, the awareness and fear of one’s own mortality (Becker 1971; Routledge et al. 2008). Prior work has suggested that individuals may protect themselves from existential anxiety through state nostalgia (Routledge et al. 2011), defined as “sentimenta...

As illustrated by the worldwide advertising spending of about $23 billion on social media sites in 2015, companies massively target consumers on social media sites (e-Marketer, 2015). Dead celebrities’ pages are sometimes composed of several millions of members (eg, Michael Jackson’s has 76 million fans, Paul Walker’s 45 million, and Whitney Housto...

With the growing presence of death in social media, consumers are becoming more familiar with the posthumous representations of individuals, including celebrities. While marketing communication practices are usually expected on social media, how consumers are responding to those in a post-mortem environment remains undertheorized. Using celebrities...

With the development of the Internet, consumers can now shop for products sold thousands of miles from home without making a move. This feature of the Internet has a role in redefining the commercial universe, by reducing distance electronically. However, if buying on the Internet has been widely studied in the marketing literature (e.g., Gefen et...