DION Delphine

I am Full Professor of Marketing at ESSEC Business School. I am the Academic Director for the Luxury Brand Management Major of the Global MBA.

My current research projects explore luxury brand management and luxury retailing. In particular, they analyze the management of heritage brands and human brands, and service interactions in luxury stores and hotels. I am also doing research on sustainability in fashion and luxury.
My research has been published in many books and leading academic journals including the Journal of Marketing, the Journal of Consumer Research, the Journal of Retailing, the Journal of Business Research, Consumption Markets & Culture.
I have received several awards for my PhD, my books and research articles, including the 2018 ESSEC Foundation Research Award.

I serve on the Editorial Review Board of 5 academic journals, including the Journal of Consumer Research, the International Journal of Research in Marketing, Journal of Business Research and Recherche et Applications en Marketing. I have received the 2020 Outstanding Editorial Review Board Member award of the International Journal of Research in Marketing.

I hold a PhD from the University of Rennes and an Habilitation à Diriger des Recherches from the Sorbonne University. Prior to joining ESSEC Business School, I was Associate Professor of marketing at the Sorbonne University.

Specialties: consumer culture theory, branding, customer experience, hospitality, fashion, luxury.

• 2012 : HDR (Université Paris 1 Panthéon-Sorbonne, France)
• 1999 : Doctorat en Sciences de Gestion (Université de Rennes, France)

Positions académiques principales

• 2018 - présent : Professeur (ESSEC Business School, France)
• 2015 - 2018 : Professeur associé (ESSEC Business School, France)
• 2007 - 2015 : Professeur associé de marketing (Université Paris 1 Panthéon-Sorbonne, France)

Autres positions académiques

• 2021 - 2023 : Responsable du Track Luxe du GMBA (ESSEC Business School, France)
• 2022 - 2023 : Professeur titulaire de la chaire LVMH (ESSEC Business School, France)

• 2020 : Outstanding Editorial Review Board Member (International Journal of Research in Marketing)
• 2018 : ESSEC Foundation Awards (Fondation ESSEC)
• 2015 : Meilleur livre de Marketing (Académie des sciences commerciales, France)
• 2009 : Meilleur Livre en Marketing (Académie des sciences commerciales, France)
• 2004 : Meilleur Article de Recherche en Sociologie Visuelle (École Nationale Supérieur (ENS), France)
• 1999 : Mention spéciale pour la meilleure thèse de PhD en marketing (Association Française de Marketing, France)
• 1999 : Premier prix, meilleure thèse de PhD en marketing (Académie des sciences commerciales, France)

• DUBREUIL, C., DION, D. and BORRAZ, S. (2022). For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence. Journal of Business Ethics, In press.
• ARNOULD, E. and DION, D. (2022). Brand dynasty: managing charismatic legitimacy over time. Journal of Marketing Management, In press, pp. 1-29.
• DION, D., BORRAZ, S. and ZEITOUN, V. (2021). Subjectivity and reflexivity: The contributions of countertransference to interpretative research. Recherche et Applications en Marketing, 36(1), pp. 65-81.
• DION, D. (2021). Managing creatively-inspired brands: a commentary and research direction. AMS Review, 11, pp. 471-473.
• DION, D. and TACHET, B. (2020). Dynamics between market categories: A study of the (in) visibility of the plus-size fashion market. Recherche et Applications en Marketing, 35(1), pp. 62-83.
• DUBREUIL, C. and DION, D. (2019). The spectacle of pain in the experience: A study in rugby stadiums. Recherche et Applications en Marketing. Recherche et Applications en Marketing, 34(4), pp. 29-49.
• ARNOULD, E., CAYLA, C. and DION, D. (2017). Fetish, Magic, Marketing. Anthropology Today, 33(2), pp. 27-31.
• DION, D. and BORRAZ, S. (2017). Managing Status: How Luxury Brands Shape Class Subjectivities in the Service Encounter. Journal of Marketing, 81(5), pp. 67-85.
• DION, D., REMY, E. and SITZ, L. (2016). L'enracinement dans les cultures régionales pour créer des marques fortes. Annales méditerranéennes d'économie, (3), pp. 79-95.
• DION, D. and ARNOULD, E. (2016). Persona-Fied Brands - Managing Branded Persons through Persona. Journal of Marketing Management, 32(1-2), pp. 121-148.
• DION, D. and MAZZALOVO, G. (2016). Reviving Sleeping Beauty Brands by Rearticulating Brand Heritage. Journal of Business Research, 69(12), pp. 5894-5900.
• DION, D. and BORRAZ, S. (2015). Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry. Journal of Retailing and Consumer Services, 22, pp. 77-84.
• DION, D. and SITZ, L. (2014). Enrichir la compréhension des comportements de consommation: pistes opérationnelles et enjeux organisationnels. Décisions Marketing, 71, pp. 45-58.
• DION, D., SABRI, O. and GUILLARD, V. (2014). Home Sweet Messy Home: Managing Symbolic Pollution. Journal of Consumer Research, 41(3), pp. 565-589.
• DION, D. and DE BOISSIEU, E. (2013). Construction et mise en scène d’un lignage: le cas des chefs dans la haute cuisine. Décisions Marketing, 70, pp. 25-42.
• DION, D., RÉMY, E. and SITZ, L. (2012). Reflexive ethnicity: legitimacy and authenticity of ethnic affiliations. Recherche et Applications en Marketing, 27(1), pp. 59-78.
• DION, D., SITZ, L. and RÉMY, E. (2011). Embodied ethnicity: the ethnic affiliation grounded in the body. Consumption Markets & Culture, 3, pp. 311-331.
• DION, D. and ARNOULD, E. (2011). Retail Luxury Strategy: Assembling Charisma through Art and Magic. Journal of Retailing, 87(4), pp. 502-520.
• DION, D., RÉMY, E. and SITZ, L. (2010). Le sentiment régional comme levier d’action marketing. Décisions Marketing, 58, pp. 15-26.
• VOLLE, P., DION, D. and MARIE-LOUISE, H. (2008). Les business models dans la distribution: repérer les chemins de la performance. Revue Française de Gestion, 2008/1(181), pp. 123-145.
• DION, D. (2007). The contribution made by visual anthropology to the study of consumption behavior. Recherche et Applications en Marketing, 22(1), pp. 61-78.
• GALLOPEL, K., RIEUNIER, S., DEBENEDETTI, S., DION, D. and LE GALL, M. (2006). Efficacité des avertissements sanitaires dans la lutte contre le tabac : synthèse théorique et résultats d’une étude qualitative. Revue Française du Marketing, 19(3), pp. 45-60.
• DION, D. and BONNIN, G. (2005). Une étude comparative des systèmes proxémiques français et tunisiens. Recherche et Applications en Marketing, 19(3), pp. 45-60.
• DION, D. and MICHAUD, A. (2004). Les enjeux de la nouvelle mobilité des consommateurs : de la gestion des stocks de clientèle à la gestion des flux de clientèle. Décisions Marketing, 34, pp. 17-23.
• DION, D. (2004). Personal control and coping with retail crowding. International Journal of Service Industry Management, 15, pp. 250-263.
• DION, D. (2002). Val d'Europe: réinstaller l’homme au centre du Centre. Décisions Marketing, pp. 31-33.

• LE NAGARD, E., LARDINOIT, T., DION, D., BUTORI, R. and OBLE, F. (2019). Principes de marketing [Label FNEGE 2020]. 14 ed. Pearson, 544 pages.
• LE NAGARD, E., LARDINOIT, T., DION, D., BUTORI, R. and OBLE, F. (2016). Principes de marketing. 13 ed. Pearson, 517 pages.
• DION, D. and SUEUR, I. (2006). La distribution. Paris: Dunod.

• DION, D. [Ed] (2008). A la recherche du consommateur de nouvelles techniques pour étudier les clients. Paris: Dunod.

• DION, D. and DUBREUIL, C. (2022). Comment gérer l'affleunce ? In: Rieunier S. and Daucé B. (ed.). Marketing sensoriel et expérientiel du point de vente. 5 ed. Paris: Dunod, pp. 225-252.
• DION, D. and SITZ, L. (2020). Regional affiliations: Building a marketing strategy on regional ethnicity. In: ViscontIi L., Peñaloza L. and Toulouse N. eds. Marketing Management: A Cultural Perspective. 2nd ed. London & New York: Routledge, pp. 47-58.
• DION, D. (2020). How to Manage Heritage Brands: The Case of Sleeping Beauties Revival. In: Pierre-Yves Donzé, Véronique Pouillard, Joanne Roberts eds. The Oxford Handbook of Luxury Business. 1st ed. Oxford: Oxford University Press.
• DION, D. and ARNOULD, E. (2018). Brand Charismatic Legitimacy and Marketing of Adoration. In: S. Reinecke et B. Berghaus (ed.). The Management of Luxury. 2 ed. Kogan Page Ltd, pp. 177-186.
• ARNOULD, E., CAYLA, J. and DION, D. (2018). Fetish, Magic, Marketing. In: Magical Capitalism: Enchantment, Spells, and Occult Practices in Contemporary Economies. 1st ed. Palgrave Macmillan, pp. 115-136.
• DION, D. and DUBREUIL, C. (2017). Comment gérer l'affluence. In: Marketing sensoriel et expérientiel du point de vente. 1st ed. Dunod, pp. 225-251.
• DION, D. (2017). La figure du chef cuisinier : alchimie d’un artiste - artisan. In: Les gestes culinaires. Mise en scène de savoir-faire. 1st ed. L'Harmattan, pp. 135-144.
• DION, D. (2014). Le point de vente comme support de légitimation de marque. In: La distribution analysée dans une perspective culturelle. 1st ed. Cormelles-Le-Royal: Éditions Management et Société (EMS), pp. 75-89.
• DION, D. (2014). Les lieux sacrés du luxe. In: Management du luxe: Stratégies Innovantes et nouvelles pratiques. 1st ed. Cormelles-Le-Royal: Éditions Management et Société (EMS), pp. 215-233.
• DION, D. (2014). Luxury brand legitimacy. In: S. Reinecke et B. Berghaus (ed.). The management of luxury. 1st ed. Kogan Page Ltd, pp. 173-182.
• DION, D. (2013). Légitimité et légitimation de la marque. In: Management transversal de la marque. 1st ed. Paris: Dunod, pp. 31-45.
• DION, D. (2012). Le choc des images : l’usage de la vidéo en études et recherche marketing. In: Marketing - Nouveaux enjeux, nouvelles perspectives. 1st ed. Rennes: Presses Universitaires de Rennes, pp. 67-75.
• RÉMY, E., SITZ, L. and DION, D. (2012). Le régionalisme en France. In: La fabrique de l’ethncité : consommation et marketing. 1st ed. Cormelles-Le-Royal: Éditions Management et Société (EMS), pp. 211-231.
• DION, D. and SITZ, L. (2012). Regional affiliations: Building a marketing strategy on regional ethnicity. In: Marketing Management, A Cultural Perspective. 1st ed. London: Routledge, pp. 60-78.
• DION, D. (2008). L’observation filmée. In: A la recherche du consommateur : de nouvelles techniques pour mieux comprendre les clients. 1st ed. Paris: Dunod, pp. 29-51.
• DION, D. (2007). Negozi di Lusso a Parigi. Esperienze sacralizzate, miticche e profane. In: La moda e la città. 1st ed. Roma: Carocci editore, pp. 43-51.
• DION, D. and CLIQUET, G. (2006). Consumer spatial behaviour. In: G. Cliquet (ed.). Spatial Marketing. 1st ed. Hermès Sciences, Lavoisier, pp. 27-56.
• DION, D. (2002). Le comportement spatial du consommateur. In: G. Cliquet (ed.). Le Géomarketing : méthodes et stratégies du marketing spatial. 1st ed. Hermès Sciences, Lavoisier, pp. 37-66.
• DION, D. (2002). Gérer l'affluence. In: S. Rieunier (ed.). Marketing sensoriel du point de vente. 1st ed. Paris: Dunod, pp. 159-185.
• DION, D. (2000). L’influence de la foule sur les comportements dans un contexte commercial. In: Etudes et recherches sur la distribution. 1st ed. Paris: Economica.

• DION, D. (2012). De l'étude du consommateur à l'étude de la culture de consommation. Université Paris 1 Panthéon-Sorbonne: France.

• ARNOULD, E. and DION, D. (2018). Visual representations. Recherche et Applications en Marketing, 33(3), pp. 3-170.

• BORRAZ, S., DION, D. and DUBREUIL, C. (2022). For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence. In: 21st International Marketing Trends Conference 2022. Rome.
• DION, D. and PAVLYUCHENKO, R. (2022). The materials of life: How consumers understand and use the matter of objects. In: Interpretative Consumer Research Workshop. Liverpool.
• DION, D., CARPENTER, G. and HUMPHREYS, A. (2021). Avant-garde Strategy: How Rebels Successfully Challenge the Status Quo. In: 2021 Advances in Consumer Research (ACR). Seattle (online).
• BERGER-REMY, F., DUBREUIL, C., DION, D. and ALBERTINI, E. (2020). Oases of Deceleration: How Firms Shape Experience of Deceleration. In: 49th European Marketing Academy, (64043). Budapest.
• DION, D., GODARD, C., GOLETY, M., NABEC, L. and RENAUDIN, V. (2019). Du vin de terroir au vin d’auteur : Formatage et diffusion d’un régime de gout alternatif. In: 18th International Marketing Trends Conference. Venice.
• DUBREUIL, C. and DION, D. (2019). The Spectacle of Pain in Experience: a Study in Rugby Stadium. In: 2019 Consumer Culture Theory Conference. Montreal.
• DION, D. (2019). Person Brand Dynasties. In: 2019 "Future-of-Brands" Conference. New York.
• BORRAZ, S. and DION, D. (2018). “Locked my Heart on the Bridge”: How Consumers Reify Love Relationships. In: 2018 Consumer Culture Theory Conference.
• CAYLA, J., BHATNAGAR, K., FUSCHILLIO, G. and DION, D. (2018). The Dynamics of Recognition in Luxury Service Work. In: 2018 Consumer Culture Theory Conference.
• DUBREUIL, C. and DION, D. (2017). Performativity and Crowd: How do Sociomaterial Entanglements Shape Experience in Practice? In: 9th Workshop on Interpretive Consumer Research.
• DION, D. and MAZZALOVO, G. (2016). Heritageation: Reviving Sleeping Beauties through the Crafting of Heritage. In: 2016 Monaco Symposium on Luxury.
• DION, D. and DUBREUIL, C. (2016). Performativity: How Sociomaterial Elements Entangled in Practice Shape Communities. In: 2016 Consumer Culture Theory Conference.
• DION, D. and DUBREUIL, C. (2016). Socio-matérialité des expériences de foule : une étude des communitas dans les stades. In: 15èmes Journées de Recherches Normandes sur la Consommation.

• DION, D. (2017). The Yves Saint Laurent museum: A portait of the couturier as an artist. ESSEC Knowledge.

• DION, D. (2022). Inclusive fashion. ESSEC Knowledge.
• DION, D. (2022). Artification: Luxury down to fine art. ESSEC Knowledge.
• DION, D. (2021). Heritage Brands vs. Brands with Heritage. ESSEC Knowledge.
• DION, D. (2021). Heritage brands vs. brands with heritage. ESSEC Knowledge.
• DION, D. (2019). The King is dead, long live the king. ESSEC Knowledge.
• DION, D. and TACHET, B. (2019). La mode grande taille stigmatisée et... stigmatisante. The Conversation.
• DION, D. (2019). L’après–Karl Lagerfeld, le grand défi de Chanel. The Conversation.
• DION, D. (2018). The making of royal celebrities: the role of consumer buy-in. ESSEC Knowledge.
• DION, D. (2017). Sleeping beauties: how to transform your brand into legend - and sell. ESSEC Knowledge.
• DION, D. (2016). Sleeping Beauties: Relancer une marque endormie à partir de son héritage. Monde des Grandes Écoles Universités Le Magazine.
• DION, D. (2016). The Luxury Industry’s Sacred Places. Reflets Hors-Série ESSEC Knowledge, pp. 79-81.
• DION, D. (2016). The luxury industry's sacred places. ESSEC Knowledge.
• DION, D. (2008). Vers une meilleure connaissance du client. Revue des Marques.