Dr Laetitia Mimoun is a Professor of Marketing at ESCP Business School. Before joining ESCP, Laetitia worked for Bayes Business School, City, University of London.

Laetitia’s research falls into the domain of consumer behavior, specifically consumer culture theory (CCT), and primarily relies on qualitative methodologies such as interviews, observation, netnography, and projective techniques. Her research has been published in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Psychology and Marketing, and Marketing Theory.

Laetitia’s research focuses on liquid consumption, including access-based consumption, collaborative workspaces and third places, and liquid lifestyles. She is particularly interested in contemporary trends at the intersection of work and consumption. Her secondary research interest relates to the morality of markets and includes topics such as brand activism and healthcare technologies’ legitimacy.

Laetitia is a Fellow of the Higher Education Academy and has broad teaching experience across different levels, platforms, and topics. She currently teaches “Marketing Communication,” “Consumer Behaviour,” and “Fundamentals of Marketing” in the MIM programme.

She holds an HDR from University Paris 1 Panthéon-Sorbonne, a PhD in Marketing from HEC Paris (France), an MSc in International Marketing from the University of Strathclyde (UK), and a Master in Management from Audencia Nantes (France).