Gachoucha KRETZ Lecturer, Marketing and Commercial

December 2014
Gachoucha KRETZ
Lecturer, Marketing and Commercial Relations Department
Teaching Area/s: Marketing
Year hired at ISC Paris: 2010
Full-Time:
Participating
Education:
Degree
Institution
Year
Major / Minor
Doctorate
HEC Paris
2011
Marketing
Course Responsibilities at ISC Paris 2009 through 2014:
2010
Professor, Marketing department
Head of the International MBA in Luxury Business, ISC Paris School of Management
Head of the International Track
Intellectual Contributions 2009 through 2014:
Intellectual Contributions
Total
Journal article
4
Book chapter
3
Paper presented at a A or P meeting
1
Total
8
Education
Doctorate:
Theme: "Popularity management: how fashion and luxury bloggers construct and maintain their
popularity online.", Doctorate, in Business administration, Marketing, HEC Paris, Paris,
Gachoucha KRETZ - Lecturer
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France
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December 2014
Doctorate:
2011
Instructional Activities and Development
Taught Courses outside ISC Paris since 2009
module in Visiting fellow at Schulich School of Business, York University, Toronto
in Marketing, 2011
module in Creativity and Communication
in Marketing, 2010
Service
Institutional
Academic director, ISC Paris School of Management, since 2010
Scientific Activities
Research Axis
luxury, fashion, branding and digital marketing
Intellectual Contributions
Refereed Journal Articles
KRETZ G., B. VOYER , Toward a better understanding of the role of social media in the processes of
independent and interdependent identity construction, Advances in Consumer Research, vol. 40, 2012, pp.
587-588..
KRETZ G., Consuming Branded Stories: A Netnography of Fashion and Luxury Blog Consumption, Advances in
Consumer Research, vol. 40, 2012, pp. 1057-1058..
KRETZ G., Pixelize me!: A semiotic approach of self-digitization in fashion blogs, Advances in Consumer
Research, vol. 37, 2010, pp. 393-399..
KRETZ G., K. DE VALCK, Pixelize me!” Digital storytelling and the creation of archetypal myths through explicit
and implicit self-brand association in fashion and luxury blogs, Research in Consumer Behavior, vol. 12, 2010,
pp. 313-332..
Conference without proceedings
KRETZ G., Brand Love Generation and Evolution Process: The Case of Luxury Brand Love, 3rd
Consumer Brand Relationship Conference, 2013, Florida, United States of America.
Chapters in Scholarly Books
KRETZ G.. Brand Love: comprendre comment les consommateurs tissent des liens d’amour avec
les marques de luxe horlogères, Kalust Zorik and François Courvoisier (Eds.). In : Le marketing
Gachoucha KRETZ - Lecturer
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France
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December 2014
expérimental appliqué à l'horlogerie, 16 ème journée internationale du marketing horloger, K.
Zorik and F. H. Courvoisier (Ed), Le marketing experiential en horlogerie. Le Mont-sur-Lausanne:
Editions LEP., n° 5, 67-94, 2013.
KRETZ G., K. DE VALCK . Fashion Bloggers . In : The Routledge Companion to Digital Consumption,
(Ed), London: Routledge, 62-71, 2013.
KRETZ G.. Les blogueurs comme ambassadeurs de marques horlogères : savoir interpréter les
profils de blogueurs selon leurs stratégies narratives. In : L’horlogerie et ses ambassadeurs., (Ed),
L’horlogerie et ses ambassadeurs , 121-150, 2012.
Gachoucha KRETZ
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France
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