Laetitia Mimoun

Lecturer in Marketing at Bayes Business School (Cass) – University of London

Laetitia Mimoun is a Lecturer in Marketing at Bayes Business School (formerly Cass), City, University of London. Before joining Bayes in 2018, she obtained her PhD in marketing at HEC Paris (France). Laetitia’s research falls into consumer behaviour, specifically consumer culture theory (CCT), and primarily relies on qualitative methodologies such as interviews, observation, netnography, and projective techniques. Laetitia’s research focuses on consumer experience and journey in the age of increasing liquid consumption, work flexibility, and access-based consumption. She is also interested in the legitimacy and morality of technology consumption, particularly in healthcare contexts. Her research has been published in the Journal of Service Research, Psychology and Marketing, and Marketing Theory.

Selected publications

Mimoun, L. and Gruen, A. (2021). Customer Work Practices and the Productive Third Place. Journal of Service Research pp. 109467052110142–109467052110142. doi:10.1177/10946705211014278.

Sibai, O., Mimoun, L. and Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology & Marketing. doi:10.1002/mar.21477.

Sobande, F., Mimoun, L. and Torres, L.T. (2020). Soldiers and superheroes needed! Masculine archetypes and constrained bodily commodification in the sperm donation market. Marketing Theory, 20(1), pp. 65–84. doi:10.1177/1470593119847250.

Mimoun, L. and Gruen, A. (2019). The Co-Spectrum: Unpacking Collaborative Workplaces. In Bardhi, F., Belk, R. and Eckhardt, G. (Eds.), The Handbook on the Sharing Economy Edward Elgar Publishing ISBN 978-1-78811-053-2.

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