Stéphane Borraz

Associate Professor
NEOMA Business School

Stéphane Borraz is assistant professor of marketing at NEOMA Business School. He primarily carries out research in the field of consumption, analyzing the luxury consumption experiences and the management of luxury brands. He teaches the marketing of luxury brands, art history, the sociology of fashion. He holds a PhD (2017) from the Sorbonne Business School (IAE Paris) and he is a graduate from the Ecole du Louvre (Paris, France). He worked previously as a manager in luxury and has run several businesses (art market).

Research Fields

  • Marketing
  • Consumption culture theory
  • Luxury branding and retailing
  • Art and aesthetic in consumption
  • Consumer experience
  • Ethnographic methods
  • Sociology of consumption
  • Consumer behavior
  • Material studies


Love and Locks: Consumers Making Pilgrimages and Performing Love RitualsResearch in Consumer Behavior, n° 20, p. 5-21 (2019), S. Borraz

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

Managing Heritage Brands: A Study of the Sacralization of Heritage in the Luxury Industry, Journal of Retailing and Consumer Services, 22, 77-84, 2015 (Dion D. and Borraz S.)


Malfunctions While Co-Creating Value In Branded Services: A Service Dominant Logic Approach Of Customer Experiences, 18th International Marketing Trends Conférence, Venice (2019). S. Borraz

Making magic, art, and building value: when consumers endow things with agency, Consumer Culture Theory Conference, University of Southern Denmark, Odense (2018). S. Borraz

Informing the Ideological Meaning of Concepts in Consumer Research. The Case of Exclusion, 2017, Stockholm (Borraz Stephane, Helene Gorge, and Maud Herbert)

The Question of Foucault Uses to Think Consumption, in CRITICAL THINKING – THINKING THROUGH THE WORLD OF FOUCAULT, UNIVERSITY OF REIMS, 2016 (Borraz, Stéphane)

The Reflexivity and the Unconscious of the Researcher, 14th Norman Days of Research on Consumption: Society and Consumption, Angers, 2015 (Borraz, Stéphane and Valérie Zeitoun)

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)

Management of the symbolic inaccessibility of luxury: Intimidation and consumer selection at the point of sale, 31st International Congress of the AFM, 20-22 May 2015, Marrakech (Borraz S.)

Managing Luxury Symbolic Inacessibility: A Study of In-Store Device of Power, CCT Fayetteville USA, June 18-20, 2015 (Dion D. and Borraz S.)

The 24 Faubourg and other sacred places of luxury: A study of the sacralization 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 the symbolic borders between the world of the dead and the living, ABCDère des objets colloquium, Paris-Dauphine University, Paris (Borraz S. and Dion D.)

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


“When artists grab brands”, Dunod, 2015 (Coord Michel G. and Borraz, S.)