Marine Cambefort

Assistant Professor of Marketing at University of Strasbourg (Laboratoire HuManiS – Humans and Management in Society)

Marine Cambefort is Assistant Professor at University of Strasbourg. She received a Ph.D. in Management Sciences from Aix-Marseille University in 2016. Her dissertation deals with opinion leadership in a brand resistance context.  Her main research projects focus on consumer resistance, particularly collective resistance (Non-Governmental Organization) and resistance driven by ideology. She has publications in internationally recognised conferences proceedings, including French Marketing Association (AFM), Advances in Consumer Research (ACR), and Academy of Marketing Science (AMS).

Selected publications

Cambefort, M., & Pecot, F. (online first). Theorizing rightist anti-consumption. Marketing Theory.

Cambefort, M., & Roux, E. (2019). A typology of the perceived risks in the context of consumer brand resistance. Journal of Product & Brand Management.

Cambefort M. (2018), Influence des leaders d’opinion dans la résistance des consommateurs à la marque : effet modérateur des variables relationnelles, 34ème congrès de l’Association Française du Marketing (AFM), Strasbourg, France, 16-18 mai.

Cambefort M. et Pecot F. (2017), Rightist Resistance to the Market, ACR North America Conference, San Diego, Californie, Etats-Unis d’Amérique, 26-29 October.

Cambefort M. (2015), Leaders d’opinion, ennemis de la marque ? Identification, caractéristiques et rôles des leaders dans un groupe de résistance, 31ème congrès de l’Association Française du Marketing (AFM), Marrakech, Maroc, 20-22 mai.

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