Delphine Dion

Associate Professor, ESSEC Business School


PhD in Management Sciences, Delphine DION is an Associate Professor, HDR at ESSEC Business School. Her research focuses on luxury brand management, regional identities, object relationships and study methodologies. She published on these topics several books, book chapters and scientific articles including in Journal of Consumer Research, Journal of Retailing, Consumption, Markets Culture, International Journal of Service Industry Management, Research and Marketing Applications, Marketing Decisions, French Review Management and Marketing French Review. Her research has been awarded several times: Thesis Award of the Academy of Commercial Sciences, Special mention of the thesis prize of the French Marketing Association, Best Book Award of the Academy of Commercial Sciences.

Research Fields

  • Luxury Experience
  • Luxury Brands
  • Brand Heritage
  • Humanized Marks
  • Legitimacy of Brand
  • Luxury and Haute Cuisine
  • Ethnicity and Regionalism
  • Anthropology of Consumption

Articles

Dynamiques entre catégories de marchés adjacents : une étude sur l’(in)visibilité du marché de la mode grande tailleRecherche et Applications Marketing, (2019), D. Dion et B. Tachet

Le spectacle de la douleur dans l’expérience: une étude dans les stades de rugby. Recherche et Applications en Marketing (2019).  Dubreuil, C., & Dion, D.

Managing Status: How Luxury Brands Shape Class Subjectivities in the Encounter Service, Journal of Marketing, forthcoming, 2017, (Dion, Delphine and Stéphane Borraz)

Fetish, Magic, Marketing, Anthropology Today, 2017, 33, 2, (Cayla J., Arnould E. and Dion D.)

Reviving sleeping beauty brands by branding heritage, Journal of Business Research, 2016, 69, 12, 5894-5900 (Dion D. and Gerald Mazzalovo)

Persona-fied brands: managing branded persons through persona, Journal of Marketing Management, 2015, 2, 1-2, 121-148 (Dion D. and Arnould, E.)

Managing Heritage Brands: A Study of the Sacralization of Heritage in the Luxury Industry, Journal of Retailing and Consumer Services, 2015 (Dion D. and Borraz S.)

Rooting in regional cultures to create strong brands, Annales Méditerranéennes de l’Economie, forthcoming (Dion D., Rémy E. and Sitz L.)

Home Sweet Messy Home: Managing Domestic Symbolic Pollution, Journal of Consumer Research, 2014, Vol. 62 (Dion D., Sabri O. and Guillard V)

For Collaborative Marketing Studies: Operational Leads and Organizational Issues, Markting Decisions, 2013, vol.71 (D. Dion, L. Sitz)

Construction and staging of a lineage: the case of chefs in the haute cuisine, Marketing Decisions, 2013, vol.70 (D. Dion and E. De Boissieu)

Reflective Ethnicity: Legitimacy and Authenticity of Ethnic Affiliations, Research and Marketing Applications, 2012, (D. Dion, L. Sitz and E. Remy)

Building the Legitimacy of a Brand through Charisma: The Magic of Luxury, Journal of Retailing, 2011, (Dion D. and Arnould E.)

Embodied Ethnicity: The Ethnic Affiliation Grounded in the Body, Consumption Markets and Culture, 2011, (Dion D., Sitz L. and Remy E.)

Regional sentiment as a lever of marketing action, Decisions Marketing, 2010, (Dion D., Rémy E. and Sitz L.)

Business models in distribution: identifying the paths of performance (Business models in retailing), Revue Française de Gestion, 2008, (Volle P., Dion D. and Heliès-Hassid M.L.)

The contributions of visual anthropology to the study of consumer behavior (The contribution made by visual anthropology to the study of consumption behavior), Research and Marketing Applications, 2007, (Dion D.)

Effectiveness of health warnings in the fight against smoking: theoretical synthesis and results of a qualitative study (Tobacco Warnings Efficiency: A Review and Results of a Qualitative Study), Revue Française de Marketing, 2006, (Gallopel K., Rieunier S. , Debenedetti S., Dion D. and Le Gall M.)

A comparative study of French and Tunisian proxemics systems (A comparative analysis of French and Tunisian proxemics systems), Research and Applications in Marketing, 2004, (Dion D. and Bonnin G.)

Personal control in the crowding process, International Journal of Industry Service Management, 2004, (Dion D.)

The challenges of the new consumer mobility: from the management of customer stocks to the management of customer flows (The consumer mobility: from management of stocks to the management of customer flows), Decisions Marketing, 2004, (Dion D. and Michaud AT.)

Val d’Europe: resettling the man in the center of the Center (Val d’Europe: a mall focused on the individual), Decisions Marketing, 2002, (Dion D.)

A theoretical and empirical study of retail crowding, European Advances in Consumer Research, 1999, (Dion D.)

Conferences

Managing Luxury Symbolic Inaccessibility: A Study of In-Store Device of Power, in 36th Edition of the HEC-ESSEC-INSEAD Research Seminar, 2015 (Borraz Stephane and Delphine Dion)

The Pretty Woman Effect: Managing Luxury Brand Exclusivity , “in CCT Fayetteville USA, 2015 (Dion, Delphine and Stéphane Borraz)

Managing Human Luxury Brands, Brands and Brand Relationships , Boston University School of Management, 2014, Boston (Dion D. and Arnould E.)

When translating is betraying: the translation in question, 13th Norman Days of Research on Consumption, 2014, Rouen (Sitz L. and Dion D.)

The 24 Faubourg and other sacred places of luxury: A study of the sacralisation of luxury shops, 30th International Congress of the AFM, 2014, Montpellier (Dion D. and Borraz S.)

The objects of the dead: a study of the porosity of symbolic boundaries between the world of the dead and the living, ABCDère des objets colloquium, 2014, Paris-Dauphine University, Paris (Borraz S. and Dion D. )

Ghosts and the undead: A study of the transcendence of death in the object, 12th Norman Days of Research on Consumption, 2013, Caen, (Borraz S. and Dion D.)

Fleshing out consumers: Taking Roughly Intact Into ICR, 7th Workshop on Interpretive Consumer Research, 2013, Brussels, (Sitz L. and Dion D.)

Persona Retail Management – The box of French master chef , 28th AFM international congress, 2012, Brest, (Dion D. and Arnould E.)

Asterix and McDonald’s: From Market to Evolving Resources, 9th CCT Conference, 2012, Oxford, (Sitz L. and Dion D.)

The Pastis War or how Ricard managed to become the true Pastis of Marseille , 9th Study Day on Mediterranean Consumption and Marketing, 2012, Marseille, (Sitz L. and Dion D.)

When objects are unclean: Tabuization of untidiness, 5th workshop on interpretative consumer research, EIASM, University of Southern Denmark, Odense, 2011, (Sabri O., Dion D. and Guillard V.)

Help, my objects invade me ! How can objects in chaos invade individuals?, Normandy Days of Consumption, Rouen, 2011, (Guillard V., Dion D., and Sabri O.)

My culture, I have it in my skin: a phenomenological reading of culture, 26th International Congress of AFM, Le Mans, 2010, (Dion D., Rémy E. and Sitz L. )

A phenomenological analysis of the regional feeling, International conference on Immigration, consumption and markets, Lille, 2009, (Dion D., Rémy E. and Sitz L.)

The socio-cultural roots of consumption: regional sentiment, 25th AFM International Congress, London, 2009, (Dion D., Rémy E. and Sitz L.)

How to exploit regional cultures in marketing?, 13th Burgundy Marketing Research Days, Dijon, 2008, (Dion D., Rémy E., Sitz L., Ezan P.)

The regional feeling: European specificity of the CTC, 5th study day on Mediterranean marketing, Marseille, 2008, (Dion D., Rémy E., Sitz L., Ezan P.)

The processes of sacralisation of luxury stores, 12th Burgundy Marketing Research Days, Dijon, 2007, (Dion D.)

Visual anthropology: a new methodology to study consumption experiments, 4th workshop on interpretative consumer research, EIASM, Euromed, Marseille, 2007, (Dion D.)

Negozi di Lusso in Parigi. Esperienze sacralizzate, miticche and profane, Parigi-Milano the moda e città, IULM, Milano, 2006, (Dion D.)

Photography as research material (Photography in consumer research), 10th Burgundy Marketing Research Days, Dijon, 2005, (Dion D. and Ladwein R.)

Effectiveness of health warnings in tobacco control: Theoretical synthesis and results of a qualitative study (Tobacco warnings efficiency: a qualitative review and results of a qualitative study), 21st AFM International Congress, Saint-Malo, 2004, (Gallopel K., Rieunier S., Debenedetti S., Dion D. and Le Gall M.)

Intercultural study of French and Tunisian proxemics systems, 19th AFM International Congress, Tunis, 2003, (Dion D. and Bonnin G.)

30th EMAC Conference, European Marketing Academy, NHH, Bergen, Norway, 2003, (Dion D.)

The loyalty of partners: strategic issues and variables of action, AFM’s 17th International Congress, IAE de Caen, Deauville, 2003, (Dion D., Paquerot M. and Sweat I.)

Providing quality services under conditions of crowding, 9th Workshop on Quality Management in Services, European Institute for Advanced Studies in Management (EIASM), Göteborg, Sweden, 1999, (Dion D.)

The crowd in a commercial context, 15th AFM International Congress, Strasbourg, 1999, (Dion D.)

Consumer behavior in the crowd, Burgundy Marketing Research Day, CREGO, Dijon, 1998, (Dion D.)

The Influence of the Crowd on Service Center Behavior, 5th International Research Seminar in Management of Service Activities, IAE Aix en Provence, The Londe les Maures, 1998, (Dion D .)

Books

Marketing Principles, 2016, 12th edition, Pearson (Armstrong G., Kotler Ph., Butori R., Dion D., Nagard E. and Oble F.)

In search of the consumer of new techniques to study clients, coordinator, Dunod, 2008, (Dion D.)

Distribution, Dunod, 2006, (Dion D. and Sueur L.)

Book Chapters

The figure of the chef, in Culinary gestures – staging know-how, 2017, K. Stengel (ed), Harmattan, (Dion D.)

Take root in regional cultures to create strong brands, in Annales Méditerranéennes d’Economie, 2016, Albiana (Dion D., Lionel S. and Rémy E.).

The figure of the chef, in The gestures of gastronomy: staging know-how , K. Stengel and G. Galasso (Eds.), The Harmattan (Dion D) (in press )

Brand charismatic legitimacy and marketing of worship, in The management of luxury, 2014, S. Reinecke and B. Berghaus (ed.), Routledge (Dion D. and Arnould E.

The point of sale as a support for brand legitimization, in Distribution analyzed from a cultural perspective I, 2014, I. Collin-Lachaud (ed.), EMS (Dion D.)

Managing Human Luxury Brands, Brands and Brand Relationships, Boston University School of Management, 2014, Boston (Dion D. and Arnould E.)

Brand charismatic legitimacy and marketing of worship, The management of luxury, 2014, S. Reinecke and B. Berghaus (ed.), Routledge (Dion D. and Arnould E.)

Sacred Luxury Places, Luxury Management: Innovative Strategies and Practical News, 2014, E. Briot and Ch. Delassus (ed.), EMS. (Dion D)

The myth of the point of sale, Distribution analyzed in a cultural perspective, 2014, I. Collin-Lachaud (ed.) (Dion D.)

Root in regional cultures to create strong brands, SMEs and Territory, AME magazine, 2013, Editions Albiana, (Dion D.)

The legitimization of the brand, in transversal management of the brand, G. Michel (ed), Dunod, 2013, (Dion, D.)

Managing the crowds, in The sensory marketing of the point of sale, S. Rieunier (ed), Dunod, 4th edition, 2013, (Dion D.)

The clash of images: the use of video in marketing studies and research, in Marketing – New Issues, New Perspectives, Eds. G. Cliquet, University Presses of Rennes., 2012, (Dion D.)

Regional Affiliations: Building a Marketing Strategy on Regional Ethnicity, in Cultural Marketing Management – Strategy and Practices, Eds. L. Peñaloza, N. Toulouse, L. Visconti, Routledge, in publication, 2012, (Dion D. and Sitz L.)

Regionalism in France, in The Making of Ethnicity: Consumption and Marketing, Eds. A. Bécheur and N. Ozcaglar-Toulouse, EMS, coll. Societing, in publication, 2011, (Rémy E., Sitz L. and Dion D.)

The filmed observation (video observation) in Searching the consumer: new techniques to better understand customers, Dunod, 2008, (Dion D.)

Managing crowds in Sensory marketing at the point of sale, S. Rieunier (ed), (2002, 2006, 2008), (Dion D.)

Negozi di Lusso in Parigi. Esperienze sacralizzate, layman and layman (Luxury stores in Paris: sacred and profane experiences), in Parigi-Milano, la moda e la città, work coordinated by IULM, Milan, 2007, (Dion D.)

Consumer space behavior, in Spatial Marketing, G. Cliquet (ed.), Hermes, 2006, (Dion D. and Cliquet G.)

Consumer spatial behavior, in Geomarketing: methods and strategies of spatial marketing, G. Cliquet (ed.), Hermès, 2002, (Dion D. and Cliquet G.)

The influence of the crowd on behavior in a commercial context in Studies and research on distribution, P. Volle (ed), Economica, 2000, (Dion D.)

Awards

2004 – Best Book in Marketing (Academy of Marketing Science)
First prize for the best research paper in visual sociology (ENS Cachan)
1999 – First prize for the best PhD thesis in Marketing (Academy of Marketing Sciences)
1999 – Special mention for the best doctoral thesis in Marketing (AFM)