Ilham Benbahia

PhD student, IAE Paris, University Paris 1 Panthéon-Sorbonne

Holder of a Master Degree in Distribution and Customer Relations from the Paris Dauphine University, she pursued a career in marketing in the retail and distribution sector. After obtaining the IAE Research Master in Paris, she prepares her thesis on experiential marketing at the IAE Paris.

Research Fields

• Experiential Marketing
• Branding
• Consumer behavior


The mediating role of lived experience, between the degree of use of digital devices in stores and consumer behavior, International Forum on Arts, Humanities and Social Sciences, Dubai, (2020) | Best paper prize

Thesis in progress

“The impact of the digitalisation of the store on  marketing on consumer behavior and their experience.”
Thesis Director: professor Sophie Rieunier