Géraldine Michel

Professor, IAE Paris, Director of Brands and Values Chair, University Paris 1 Panthéon-Sorbonne

Professor at the IAE of Paris, author of two books on the brand including At the heart of the brand , Géraldine Michel has been working on the subject of the brand for more than 15 years . She published numerous articles in the field of the brand in international journals such as Journal of Business Research, Psychology & Marketing Journal, Journal of Advertising Research, Journal of Brand Management, Research and Applications in Marketing. She is particularly interested in the role of brands to consumers and employees in terms of social psychology. She teaches brand management in France and abroad. Her research has been awarded several times: Prix de l’article Marketing by Syntec Conseil en Management, Thesis Prize of the Académie des Sciences Commerciales …

Research Fields

  • Brand Management
  • Communication Strategies
  • Social Representations


When special rewards in loyalty programs enrich consumer-brand relationships: The role of self-expansion, Psychology & Marketing, 37(4) (2020) Gorlier T. & Michel G.

When Family Dining Protects Against Sweet Food Consumption… And When It Does Not, Journal of Consumer Affairs, Laporte M.-E., Rieunier S. & Michel G. (to be published 2020)

When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement, Qualitative Market Research (2019), Zeitoun V., Michel G. & Fleck N.

Création de valeur des écoles de commerce françaises pour leurs diplômés, Revue Française de Gestion (2019), 45, 283, Caby J. & Michel G.

The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception, Journal of Business Research (2019), M. Merk & G. Michel

From Brand Identity to Polysemous Brands: Commentary on Performing Identities: Processes of Brand and Stakeholder Identity Co-Construction, Journal of Business Research, 2017, 70, 453-455 (Michel, G.)

Customer segmentation based on store equity: What explains customer store preference?, Journal of Brand Management, 24, 6 (2017), Gil Saura, I., Berenguer-Contrí, G., Ruiz Molina, M.E., Michel, G.

Salesperson-Brand Relationship, Journal of Personal Selling & Sales Management, 2015 (Michel, G., Merk M. and Eroglu, S.)

How the brand makes sense to the employee: towards a broader vision of brand equity, Research and Application in Marketing, 30, 3, 2015 (F. Berger-Rémy and G. Michel)

Better understanding of eating behaviors through the concept of nutritional risk perception, Research and Applications in Marketing, 2015, 30, 1 (Laporte M-E, Michel G., Rieunier S.)

Why negative brand extension assessments do not always negatively affect the brand: the role of central and peripheral brand associations, Journal of Business Research, December 2014, Volume 67, Issue 12, Pages 2611-2619 (Michel G and Donthu G.)

When do advertising parodies hurt? The power of humor and credibility in viral spoof advertisements, Journal of Adverstising Research, 2014, Vol. 54, No. 2, pp. 233-247 (Sabri O and Michel G.)

Brand Personification Through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising, Psychology & Marketing, 2014, vol 31, 1, 84-92. (Fleck N., Michel G., Zeitoun V.)

Retail Brand Equity: A Model Based on its Dimensions and Effects, The International Review of Retail, Distribution and Consumer Research, 2013, Vol. 23, 2, p. 111-136 (Gil, I., Ruiz-Molina E.M., Michel G. and Corraliza-Zapata)

The Impact of Nonprofit Brand Image and Typicality on Charitable Giving, Journal of Business Research, 2013, Vol 65, 5, 701 – 707, (Michel G. and Rieunier S.)

The marketing of legacy collection: from the legitimacy to propose immortality to relational management, Marketing Decisions, 2013, num 69, January – March, 61 – 75. (Rieunier S. and Michel G.)

Role of the Categorization Process in the Functioning of Social Representations: An Application in the Field of Marketing, International Journal of Social Psychology, December 2011, (E. Rosa, E. Tafani, G. Michel and JC Abric)

The Vertical Scale Extension Strategy: Analyzing the Brand’s Halo Effect by Scale Levels, Research and Applications in Marketing, 2009, 24, 2, (Tafani E., Michel G and Rosa E)

The effects of a co-branding operation on brand image, French Marketing Review, 2006, 207, 61-72, (Michel G. and Cegarra J.J)

The multichannel contacts strategy: opportunities, risks and key success factors, Decisions Marketing, 2006, 41, 29-37, (Helfer J.P. and Michel G.)

Vertical Range Extension: Clarification of the Concept, Marketing Research and Applications, 2005, 20, 1, 65-78, (Michel G. and Salha B.)

The Brand Extension Strategy: Decision Making, Marketing Decisions, 2004, 34, 7-16, (Michel G.)

The evaluation of the brand equity of e-brand: exploratory study, Decisions Marketing, 2004, 34, 79-83, (Michel G. and Vergne J.F.)

Brand alliances: what impact for brands?, French Review of Management, 2003, 45, 163-174, (Cegarra J.J. and Michel G.)

Co-branding: Clarification of the Concept, Marketing Research and Applications, 2001, 16, 4, 57-69, (Cegarra J.J. and Michel G.)

A communication tool for distribution: the consumer magazine, Marketing Decisions, 2000, 19, 53-60, (Michel G. and Vergne J.F.)

The brand extension strategy: impact on brand perception, Revue Française du Marketing, 2000, 176, 45-61, (Michel G.)

The evolution of brands: the central core theory approach, Research and Applications in Marketing, 1999, 14, 4, 33-51, (Michel G.)

Establishing brand essence across borders, The Journal of Brand Management, 1999, 6, 5, 333-345, (Michel G. and Ambler T.)

Brand extension and its impact on the mother brand, Decisions Marketing, 1998, 10, 25-35, (Michel G.)


Social media conversations: when consumers do not react positively to brands’ carefulness to others, 21st International Conference on Human-Computer Interaction (HCII) (2019), A. Andriuzzi and G.Michel

How to promote intergenerational transmission of “good eating”? Towards new levers at the service of brands and public authorities, 32nd AFM Congress , 2016, Lyon, May (Margaret Josion-Portail and Géraldine Michel)

How sharing meals influences nutritional risk taking: a structured abstract, Proceedings of the Academy of Marketing Science, AMS-WMC , 2016, Paris, 20-23 July (Laporte M. E., Michel G. and Rieunier S.)

The brand champion, a double-edged sword for brand building, European Marketing Academy Conference , 2015, Louvain Beligique, 26-29 May (Berger-Rémy F., Michel, G.)

Retailscape usability: humanizing the sales place, International Seminar of the Brands & Values ​​, Managing brands differently, 2014, French Institute of Fashion, Paris (Eroglu S. and Michel G.)

The Dual Process of Co-branded New Products: Why Fit is Not All That Matters, Marketing & Innovation Symposium , 2014, Rotterdam F (N. Leck, Michel G. and Gatignon H.)

In the footsteps of the brand champion, this stranger, 30th Congress of the AFM, 15-16 May 2014, Montpellier (Fabienne Berger-Rémy and Géraldine Michel).

How the brand creates value through the link with employees, 29th AFM Congress, 16-17 May 2013, La Rochelle (Fabienne Berger-Rémy and Géraldine Michel).

Developing a Sales Force – Brand Relationships Scale, 29th AFM Congress, May 16-17, 2013, La Rochelle (Michaela Merk and Géraldine Michel).

Co-branding Success: A Subtle Balance Between Perceived Credibility and Novelty Impact by Brand Relevancy and Expectancy, 41st Annual Conference of the European Marketing Academy , Lisbon, May 2012, (Nathalie Fleck and Geraldine Michel)

Are Parody Harmful the Brand Relationship, Colloquium in Consumer Brand Relationship, Orlando, March 2011, (Géraldine Michel, Ouidade Sabri, Pierre-Yves Lagroue)

The evaluation of co-branded product: the influence of congruence, innovativeness and credibility, proposal for European Marketing Academy Conference , Copenhagen, 2010, (Fleck N. and Michel G. )

The Impact of Brand Extension on the Brand Evaluation: Social Representation and Central Core Theory Approach, European Marketing Academy Conference , May 2009 (Poster), (Michel G.)

Should I give to the red cross or to the doctors without borders? The Influence of Nonprofit Brand Image on Behavior Donation, European Marketing Academy Conference , May 2009, (Michel G. and Rieunier S.)

Nonprofit brands: The importance of Brand Image in Charitable Giving, Academy of Marketing Science Conference , Baltimore, May 2009 , Michel G. and Rieunier S.)

The associative marks: measurement of image and impact on the behavior of donation, Congress of the French Association of Marketing , Vincennes, may 2008, (Michel G. and Rieunier S.)

Measurement of brand central core and brand personality: comparison of first results on predictive validity towards brand engagement and buying intention, Consumer Personality and Research Conference, Dubrovnik, Croatia, September 2005, (Ambroise L., Michel G. and Valette-Florence P.)

The central core and the personality of the brand: first results predictive of the attitude towards the brand, Congress of the French Marketing Association Nancy, May 2005, (Ambroise L., Michel G. and Valette-Florence P.)

How to explain the attachment to e-brands?, Congress of the French Marketing Association, Saint Malo, may 2004, (Michel G. and Vergne J.F.)

Co-branding: conditions of success of the co-branded product, Congress of the French Marketing Association , Lille, May 2002, (Michel G. and Cegarra J.J.)

Construction of the brand equity of e-brands, Congress of the IAE , Paris, September 2002, (Michel G. and Vergne J.F.)

Co-branding, Congress of the French Marketing Association, Montreal, May 2000, (Cegarra J.J. and Michel G.)


“The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Cause… and More”, Routledge (2020), Michel, G., & Willing, R.

“At the heart of the brand: the keys to brand management”, Dunod, 2017, 3rd edition.

“When artists take over brands”, Dunod, 2015 (Coordinated G. Michel and Borraz, S.)

The 360 ​​° Management Professor”, Vuibert, 2014, (M. Kalika, G. Michel and J. Orsoni)

“Transversal Management of the Brand”, Dunod, 2013

Brand extension strategy: brand evolution factor “, 2000, Vuibert.


Book Chapters

Création, protection et transmission des marques : un point de vue juridique, in Entrepreneurs à l’université, (Editions ems), 2019, Le Floch P.  & G. Michel

The New Paradigm of Digital Proximity for Cooperative Banks, in New Cooperative Banking in Europe. Palgrave Macmillan, Cham.  (2018). Gorlier T., Michel G., Zeitoun V.

Logorama: from logo to graphic work, in When artists seize brands , 2015, G.Michel and S. Borraz, Dunod (labeled Fnege)

Speedy Graphito: the mark between artist’s play and connivance, in When artists seize brands , 2015, G.Michel and S. Borraz, Dunod (labeled FNEGE)

Mathilde Troussard: the brand and the fairy tale, in When artists seize brands , 2015, G.Michel and S. Borraz, Dunod (labeled Fnege)


Since 2010 – Award of Scientific Excellence (Ministry of Higher Education, every 4 years)

2009 – The Syntec Management Consulting Award, “Vertical Scale Extension Strategy: Analyzing the Brand’s Halo Effect According to Scale Levels”.

1999 – Subsidy from the Ministry of National Education and Research for publication of the book “Extension Strategy” Vuibert edition.

1997 – The Paul Nicolas Prize, Ph Dissertation “The impact of brand extension on the brand: contribution of the central core theory on the analysis of the Internet structure of the image of Mark “.

1994 – The AACC (Association of Consulting and Communication Agencies) prize for the “sales promotion and public services” master’s degree.