yamen koubaa

Yamen Koubaa

Caen

Associate Professor in Marketing
Director of the Bachelor Programmes

Presentation

Yamen Koubaa is an Associate Professor of Marketing and International Affairs. He joined EM Normandie in 2019. He has a PhD in Marketing Science from the University of Marketing and Distribution Sciences, Ryūtsū Kagaku Daigaku, Japan, awarded in 2009 and HDR awared in 2022. His thesis is on the modelling of the decision-making process when purchasing hybrid products. His research interests are brand image, quantifying purchase decisions, the use of statistics as a tool in market research and olfactory marketing. He is Director of the Bachelor Programmes.

Professional experience

Since 2019 : associate professor of marketing, EM Normandie

 

Department
Marketing
Subjects taught
Marketing
Degrees
2022 : HDR, Université de Caen Basse-Normandie2009 : PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan
Read the articles on the blog

Publications

  • Koubaa, Y 2022, 'La complexité du jugement et de l’évaluation en marketing : étude des construits, des processus, des méthodes et des effets', Habilitation à Diriger des recherches en Sciences de gestion, Université de Caen Basse-Normandie, Caen, France.

    2022

    PhD Dissertation / Accreditation to Supervise Management Research

  • Koubaa, Y 2009, "Product country image, brand image, product evaluation and consumer subsequent behavior: an international marketing perspective", PhD in Marketing Sciences, University of Marketing and Distribution Sciences, Kobe, Japan.

    2009

    PhD Dissertation / Accreditation to Supervise Management Research

  • Eleuch, A & Koubaa, Y 2023, 'L'interaction odeur-goût et ses effets marketing sur la perception et la consommation des produits diététiques', Canadian Journal of Administration Sciences/ revue Canadienne des Sciences de l'Administration, vol. 40, issue 3, pp. 356-368. FNEGE : 3 ; HCERES : B ; ABS : 2.

    2023

    Academic articles

  • Koubaa, Y & Eleuch, A 2021, ‘Multimodal perceptual processing: the case of visual-induced olfactory imagery and its effects on taste perception, and the desire to eat’, Journal of Advertising Research, vol. 61, issue 1, pp. 78-94, March. CNRS: 3; FNEGE: 2; HCERES: A ; ABS 3 

    2021

    Academic articles

  • Koubaa, Y & Eleuch, A 2020, 'Gender effects on odor-induced taste enhancement and subsequent food consumption', Journal of Consumer Marketing, March, vol. 37 No. 5, pp. 511-519 CNRS 4 ; FNEGE 4 ; HCERES C ; ABS : 1

    2020

    Academic articles

  • Koubaa, Y (2017) "Odor-induced taste enhancement and consumption of low-sugar pastry". International Journal of Market Research, vol. 59 (6), pp. 749-765. 

    2017

    Academic articles

  • Koubaa, Y, Tabbane, R & Hamouda, M (2017) "Segmentation of the senior market: how do different variables sets discriminate between senior segments?", Journal of Marketing Analytics, vol. (3), pp. 1-12.

    2017

    Academic articles

  • Koubaa, Y (2016) "An empirical illustration of the transformation process of purchasing: an application of the system dynamic modelling approach". International Journal of Logistics Management, vol. 27 (1), pp. 167-187.

    2016

    Academic articles

  • Koubaa, Y, Boudali, R.M & Fort, F (2015) "Multidimensional structures of brand and country images and their effect on product evaluation". International Journal of Market Research, vol. 57(1), pp. 95-124. 

    2015

    Academic articles

  • Koubaa, Y, Tabbane, R & Jallouli, R (2014) "On the use of structural equation modeling in marketing image research", Asia Pacific Journal of Marketing and Logistics, vol. 26(2), pp. 315-338.

    2014

    Academic articles

  • Koubaa, Y & Eleuch Ep Koubaa, A (2012) "Determinants of Tunisian SMEs exporting behavior". Journal of Global Business and Technology, vol. 8(1), pp.46-59.

    2012

    Academic articles

  • Koubaa, Y, Ulvoas, G & Chew, P (2011) "The dual impact of traditional and national values on expatriate ethnic groups’ attitudes and willingness to buy". Asia Pacific Journal of Marketing and Logistics, vol. 23(5), pp. 626-640.

    2011

    Academic articles

  • Koubaa, Y (2009) "Influence of cognition and involvement on product country image effects". Journal of Applied Global Research, vol. 2(3), pp. 29-40. 

    2009

    Academic articles

  • Koubaa, Y (2009) "Ethnocentrism, country of origin, and brand perception in a special context". International Journal of Business and Emerging Markets, vol. 3(3), pp. 232-248. 

    2009

    Academic articles

  • Koubaa, Y (2008) "Country of origin, brand image, and brand image structure". Asia Pacific Journal of Marketing and Logistics, vol. 20(2), pp. 139-155.

    2008

    Academic articles

  • Koubaa, Y & Eleuch, A 2022, 'Influence of different odor intensities on satiation, hunger feeling and the desire to eat', GBATA, Global Business and Technology Association Conference, Istanbul, Turkey, July 3-15.

    2022

    Academic communications

  • Koubaa, Y & Medjani, F 2019, "The return on investment of Social Media activities in professional Social Networks", Fourth Annual Conference on Digital Economy, Beirut, Lebanon, April 15-18.

    2019

    Academic communications

  • Koubaa, Y, Fort, F, Boudali, R & Eleuch, A 2019, "L’odeur comme vecteur de promotion des produits sans sucre", AFM 2019 Conference, Caen, France, May 15-17.

    2019

    Academic communications

  • Koubaa, Y, Methamem, R & Eleuch, A 2016, "The impact of different food smell intensities on salivation, hunger feeling and the food consumption", Conference of the Administrative Sciences Association of Canada, Edmonton, Canada, June 4-6. 

    2016

    Academic communications

  • Koubaa, Y, Tabbane, R & Hamouda, M 2014, "The multiple criteria segmentation of the senior market: the case of the France", Conference of the Administrative Sciences Association of Canada, Toronto, Canada, May 9-13. 

    2014

    Academic communications

  • Koubaa, Y 2013, "SEM in image effects research: an assessment". Kiebel conference, Kuala Lumpur, Malaysia, April 8-9.

    2013

    Academic communications

  • Koubaa, Y 2012, "Intercultural communication following mergers and acquisitions", 10th Society of Asian Retailing and Distribution Workshop, Kobe, Japan, 30 Nov - 2 Dec.

    2012

    Academic communications

  • Koubaa, Y & Jallouli, R 2012, "Structural equation modeling and image effects: a meta-analysis", Global business and technology association conference, New York, USA, July 10-14. 

    2012

    Academic communications

  • Koubaa, Y 2011, "Review of the measurement tools of the purchasing performance of retailers". The 9th Society of Asian Retailing and Distribution Workshop, Peijin, China, November 24-26.

    2011

    Academic communications

  • Satayendra, S & Koubaa, Y 2011, "Luxury marketing in emerging markets". The thirteenth global business and technology association conference, , Istanbul, Turkey, July 12-16. 

    2011

    Academic communications

  • Koubaa, Y 2010, "Japanese department store: facts and challenges". The twelfth global business and technology association conference, Mpumalanga, South Africa, July 5-9. 

    2010

    Academic communications

  • Koubaa, Y 2010, "Arab cultural heterogeneities and services marketing implications: a comparative study". The Thought Leaders Conference on Brand Management, Lugano, Switzerland, April 18-20.

    2010

    Academic communications

  • Koubaa, Y & Eleuch, A 2009, "Public policy and international business". Global Business and Technologies Association Conference, Prague, Czech Republic, July 7-11.

    2009

    Academic communications

  • Koubaa, Y 2009, "Influence of cognition and involvement on product country image effects". Intellect base Academic Conference, Nashville, TN, USA, May 27-29. 

    2009

    Academic communications

  • Koubaa, Y 2009, "Proactive response in marketing during economic recession: case of the Tunisian tourism industry". The 7th Society of Asian Retailing and Distribution Workshop, Chung-Ang University, Seoul Korea, November 23-25. 

    2009

    Academic communications

  • Eleuch, A, Koubaa, Y & Fujimoto, H 2009, "Tunisian exporting firms: profile différences". Global Business and Technologies Association Conference, , Prague, Czech Republic, July 7-11. 

    2009

    Academic communications

  • Koubaa, Y 2008, "Reconsidering the effect of country of origin on consumer behavior". Global Business and Technologies Association Conference, Madrid, Spain, July 8-12.

    2008

    Academic communications

  • Koubaa, Y, Fort, F & Boudhali, R 2008, "The cognitive structures of country and brand images and their impact on product". Global Business and Technologies Association Conference, Madrid, Spain, July 8-12.

    2008

    Academic communications

  • Koubaa, Y 2007, "Country of origin information: who uses it, when and how it is used?". Global Business and Technologies Association Conference, Taipei, Taiwan, July 4-7.

    2007

    Academic communications

  • Koubaa, Y 2007, "Effect of outsourcing activities on brand image perception and brand image structure: case of two brands with different levels of reputation". Global Business and Technologies Association Conference, Taipei, Taiwan, July 4-7.

    2007

    Academic communications

  • Koubaa, Y 2007, "The effect of ethnocentric sense on country image and brand image in a special context", Thought leaders conference on brand management, Birmingham, UK, April 24-25.

    2007

    Academic communications

  • Bach Tobgi, Jallouli, R, Koubaa, Y & Nijholt, A (2018) "Digital Economy, Emerging Technologies and Business Innovation". Lectures Notes in Business Information Processing, ed. Springer. 

    2018

    Research books and book chapters

  • Koubaa, Y (2014) "Social Media Data Analytics and implications for consumer research", in Harnessing the power of social media and web analytics, IGI Global Publishing, pp. 201-230.

    2014

    Research books and book chapters

  • Koubaa, Y (2011) "Business education across cultures and across languages", in Services sciences research; strategy and innovation: dynamic knowledge management methods, ICI Global Publishing, pp. 428-463.

    2011

    Research books and book chapters

  • Koubaa, Y & Mingam, F (2015) "BIO3G: learning from failure to revive international markets", The Case Centre, N°: 215-022-1. 

    2015

    Case studies

  • Koubaa, Y (2014) "K-Chimie: a trading SME dealing with conflicting payment terms", The Case Centre, N°: 314-221-1.

    2014

    Case studies

  • Koubaa, Y (2014) "Intercultural crisis management: the Aceh rehabilitation project", The Case Centre, N°: 414-012-1.

    2014

    Case studies

  • Koubaa, Y, Tabbane, S.R & Hamouda, M (2013) "Going international through successful partnerships: the case of GIAS", Emerald Emerging Markets Cases Studies, vol. 3 (1), pp.1-10.

    2013

    Case studies

  • Koubaa, Y (2012) "The economic outcomes of hosting the Olympic Games: positive or negative", The Case Centre, N°: 512-098-1.

    2012

    Case studies

  • Koubaa, Y, Jallouli, R & Raboudi, F (2012) "Customer knowledge management", The Case Centre, N°: 912-007-1.

    2012

    Case studies

  • Koubaa, Y & Eleuch, A 2012, "Japan eco-points program: the one that kills three with one stone", The case Centre, N°: 512-038-1.

    2012

    Case studies

  • Koubaa, Y, Tabbane, S.R. & Hamouda, M (2012) "GIAS international operations: successful stories from an emerging market SME", The Case Centre, N°: 512-108-1.

    2012

    Case studies

  • Koubaa, Y (2012) "Country overview and business characteristics ( Australia, Canada, France, Germany, India, Norway, US )", The Case Centre. 

    2012

    Case studies

  • Koubaa, Y & Eleuch, A (2012) "Tunisia tourism through the crisis: a proactive struggle to recovery", The Case Centre, N°: 512-093-1.

    2012

    Case studies

  • Koubaa, Y & Eleuch, A (2012) "Japan: country overview and business characteristics", The Case Centre, N°: 212-022-1.

    2012

    Case studies

  • Koubaa, Y 2011, "Cache Coeur: an SME targeting a worldwide clientele". The Case Centre, N°: 511-085-1.

    2011

    Case studies

  • Koubaa, Y 2011, "Mexico: opportunities and threats of an emerging market". The Case Centre, N°: 511-088-1.

    2011

    Case studies

  • Koubaa, Y 2023, 'Pour les alumnis, créer l’impact, mission possible', Monde des Grandes Écoles et Universités, June14.

    2023

    Articles in professional journals

  • Koubaa, Y 2021, ‘L’imagerie olfactive : voir et sentir’, Vidéos Fnege Médias, Decembre 15.

    2021

    Scientific dissemination videos