Professors

Bernadett KÖLES

Associate Professor

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Bernadett KÖLES

Academy

Transformation

Research center

Marketing Interactions

Location

Sophia Antipolis

Discipline

Marketing

I am an international scholar with a current research focus on consumer behavior in digital contexts. I'm also an experienced teacher, having carried various projects to advance pedagogical innovation and curriculum design.

I am a Hungarian American national with a wide spectrum of international experience in the US, UK, Portugal, Spain, Hungary and France.

Having completed my first doctorate in Psychology and Education at Harvard University, I later pursued a second doctorate at Durham Business School in marketing and consumer behavior. Such an inter-disciplinary educational background enables me to approach questions from different perspectives, which has been a great advantage in my professional as well as academic life.

Throughout my career, I assumed different leadership roles (Associate Dean for Teaching & Learning, Academic Director of programs, Director of a Research Center), and to highlight a few traits, I would say that I am a dynamic, pragmatic, results-oriented, assertive, and personable individual in my approach to managing others, with a strong belief in collaboration and sharing.

In my research, I explore topics that reflect upon my interdisciplinary background and expertise, capturing areas like consumer psychology, branding, consumer identity, and the role of innovative technologies and digital contexts on individuals, consumers, organizations, and society.

Education
2020
PhD, Marketing and Consumer Behavior, Durham University Business School, Great Britain
2005
Doctorate of Education (Ed.D.), Human Development and Psychology, Harvard University Graduate School of Education, United States of America
2001
Master of Education, Harvard University Graduate School of Education, United States of America
Experience
Full-time academic positions
Since 2024
Associate Professor, SKEMA Business School, France
2020 - 2024
Associate Professor of Marketing & Consumer Behavior, IÉSEG School of Management, France
2017 - 2020
Associate Professor of Marketing and Consumer Behavior, Rennes School of Business, France
2014 - 2017
Senior Research Fellow, ISCTE - Lisbon University Institute, Portugal
2002 - 2014
Associate Professor of Psychology and Management, Central European University, Hungary
Other academic affiliations and appointments
Since 2024
Program Director - BBA, SKEMA Business School, France
2020 - 2023
Academic director of the Bachelor of International Business program, Paris campus, IÉSEG School of Management, France
2018 - 2020
Associate Dean for Teaching and Learning, Rennes School of Business, France
2005 - 2013
Academic Director of Undergraduate Programs, Central European University, Hungary

Peer-reviewed journal articles

KÖLES, B., AUDREZET, A., MOULARD, J.G., AMEEN, N. and MCKENNA, B. (2024). The authentic virtual influencer: Authenticity manifestations in the metaverse. Journal of Business Research, 170, pp. 114325.
TSIOTSOU, R.H., KÖLES, B., PAUL, J. and LOUREIRO, S.M.C. (2022). Theory generation from literature reviews: A methodological guidance. International Journal of Consumer Studies, 46(5), pp. 1505-1516.
HUSAIN, R., PAUL, J. and KÖLES, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, pp. 102895.
HASAN, R., KÖLES, B., ZAMAN, M. and PAUL, J. (2021). The potential of chatbots in travel and tourism services in the context of social distancing. International Journal of Technology Intelligence and Planning, 13(1), pp. 63.
KÖLES, B. and NAGY, P. (2021). Digital object attachment. Current Opinion in Psychology, 39, pp. 60-65.
MISHRA, R., SINGH, R.K. and KÖLES, B. (2021). Consumer decision‐making in omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), pp. 147-174.
TÓTH, Z., NIERODA, M.E. and KÖLES, B. (2020). Becoming a more attractive supplier by managing references – The case of small and medium-sized enterprises in a digitally enhanced business environment. Industrial Marketing Management, 84, pp. 312-327.
BOYD, D.E. and KÖLES, B. (2019). Virtual reality and its impact on B2B marketing: A value-in-use perspective. Journal of Business Research, 100, pp. 590-598.
PALUSUK, N., KÖLES, B. and HASAN, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), pp. 97-129.
KÖLES, B., WELLS, V. and TADAJEWSKI, M. (2018). Compensatory consumption and consumer compromises: a state-of-the-art review. Journal of Marketing Management, 34(1-2), pp. 96-133.

Book chapters

AUDREZET, A. and KÖLES, B. (2023). Virtual Influencer as a Brand Avatar in Interactive Marketing. In: Cheng Lu Wang (ed.). The Palgrave Handbook of Interactive Marketing. 1 ed. Cham: Palgrave Macmillan, pp. 353-376.
PLÉ, L. and KÖLES, B. (2021). The influence of technology on business schools curricula: a triple crown perspective. In: Thyra U. Thomsen, Adam Lindgreen, Annemette Kjærgaard, Eleri Rosier, Aybars Tuncdogan eds. Handbook of Teaching and Learning at Business Schools. 1st ed. Edward Elgar Publishing, pp. 123–137.

Guest editor of a journal special issue

BOYD, D.E. and KÖLES, B. (2019). An Introduction to the Special Issue “Virtual Reality in Marketing”: Definition, Theory and Practice. Journal of Business Research, 100, pp. 441-444.