Assistant Professor
Consumer Behavior & Digital
Bio
I am an Assistant Professor of Marketing at MBS School of Business, with a focus on digital marketing. My expertise lies in exploring the intersection of technology, consumer privacy, and ethics in the modern digital landscape.
Experiences
Assistant Professor
Since 2021, I am an Assistant Professor of Marketing at MBS School of Business.
Maître de Conférences - Assistant Professor
Before joining MBS School of Business, I was an Assistant Professor at Aix-Marseille University for two years.
Digital Marketing Consultant
My professional background includes over 10 years as a digital marketing consultant, where I developed numerous digital strategies and led the creation of a collaborative educational platform.
Degrees
Ph.D in Marketing (France)
I hold a Ph.D. in Marketing from Montpellier University.
Master's Degree in Digital Marketing (France)
I hold a Master’s degree in Digital Marketing from IAE Montpellier.
Bachelor's Degreee in International Business (France and US)
I hold a Bachelor’s degree in International Business from IAE Montpellier and University of Minnesota.
Research Interests
My research is published in leading peer-reviewed journals, including Journal of Retailing and Consumer Services, Journal of Cleaner Production, Recherche et Applications en Marketing, and Management & Avenir.
- Ethics in Digital Environments
- Consumer Privacy & Data Protection
- Transparency and Digital Trust
- Dark Sides of Social Media
- Adoption of Connected Devices
- Impact of Algorithms in Sport & Health
Academic Publications
Gallin, S., & Portes, A. (2024). Online shopping: How can algorithm performance expectancy enhance impulse buying? Journal of Retailing and Consumer Services, 81, 103988.
Osburg, V.-S., Yoganathan, V., Dekhili, S., Portes, A., & Klucarova, S. (Forthcoming). The combined (non)impact of self-declared sustainability claims and business performance ratings on customer intentions. Journal of Cleaner Production.
Portes, A., N’Goala, G., & Cases, A.-S. (2020). La transparence numérique: dimensions, antécédents et conséquences sur la qualité des relations clients. Recherche et Applications en Marketing (French Edition), pp.
Portes, A. (2018). La transparence numérique: Rôle du client et conséquences sur la relation à la marque [Doctoral dissertation, Université Montpellier].
Portes, A., Cases, A. et N’Goala, G. (2017) . Vers une définition de la transparence perçue de la relation client sur les canaux digitaux. Management & Avenir, N° 94(4), 105-129.
Talks
Celhay, F., Portes, A., & Missonier, A. (2024). Is basketball a fight or an art? Metaphorical brand names and differentiation strategies in the NBA. Paper presented at the Consumer Culture Theory Conference, San Diego, United States of America.
Lancelot Miltgen, C., Portes, A., Norberg, P., & Cases, A.-S. (2023). To give or give up: The role of learned helplessness in privacy protection behavior. Paper presented at the American Marketing Association Winter Academic Conference, Nashville, United States of America.
Hanan, A., Moulins, J.-L., & Portes, A. (2023). Climate change: The dark side(s) of the consumer. Paper presented at the International Marketing Trends Conference, Venice, France.
Vidal, D., Masson, J., Portes, A., & Cases, A.-S. (2022). Dis Siri, dis Xiao, que faites-vous de mes données personnelles? Influence d’un privacy score sur l’intention d’achat d’un objet connecté: Le cas des enceintes connectées. Paper presented at the 21ème Colloque du Marketing Digital, Paris, France.
Hanan, A., Moulins, J.-L., & Portes, A. (2021). Consommation et confinement: Quand le consommateur anxieux se réfugie tout en haut de la pyramide. Paper presented at the 20th International Marketing Trends Conference, Venice, Italy.
Portes, A., N’Goala, G., & Cases, A.-S. (2020). Should digital marketing practices be more transparent? An empirical investigation on the roles of consumer digital literacy and privacy concerns in self-service technologies. Paper presented at the 16th International Research Conference in Service Management, La Londe, France.
Hanan, A., Moulins, J.-L., & Portes, A. (2020). « Non le sang n’est pas bleu! » Quand une publicité transgressive permet l’adhésion en ligne. Paper presented at the 19eme Colloque Marketing Digital, Paris, France.
Portes, A., N’Goala, G., & Cases, A.-S. (2019). Looking for transparency in data and digital marketing practices: An empirical investigation on the roles of consumer digital literacy and privacy concerns. Proceedings of the European Marketing Academy (EMAC) Conference, Hamburg, Germany.
Portes, A., Cases, A.-S., & N’Goala, G. (2018). Faut-il se soumettre à la dictature de la transparence? Paper presented at the Congrès de l’Association Française du Marketing, Strasbourg, France
Portes, A., Cases, A.-S., & N’Goala, G. (2016). Vers une définition de la transparence perçue de la relation client sur les canaux digitaux. Paper presented at the Colloque ISTEC La transformation marketing et digitale de l’entreprise, Paris, France.
Managerial publications
Portes, A. (2024). Interview vidéo pour Les Echos Start « Décryptage de la stratégie marketing de Cédric Grolet ». Montpellier, France.
Chiambaretto, P., Bildstein, C., Laurent, S., Rouyre, A., Portes, A., Luffarelli, J., Alessandra, P., Chappert, H., Marie Bovis, M., Justy, T., & Fernandez, A.-S. (2024). Smart airport: L’aéroport du futur devra allier digitalisation et forte présence humaine.
Chiambaretto, P., Bildstein, C. C., Laurent, S., Rouyre, A., Portes, A., Luffarelli, J., Alessandra, P., Chappert, H. H., Marie Bovis, M., Justy, T., & Fernandez, A.-S. (2024). Digitalisation du transport aérien: Pourquoi plus de 35% des passagers français y sont réticents? Airways, July(2024).
Chaize, E., Boysselle, J., Portes, A., & Merdji, M. (2024). L’influence de la Sémiotique dans l’environnement B2B: Transformer l’image de marque pour conquérir de nouveaux clients. EcoTimes, February(2024).
Case Studies
Celhay, F., & Portes, A. (2024). A new logo for the Brooklyn Nets? Delving into the semiotics of NBA logos.
Sanchez, C. R., Gallin, S., & Portes, A. (2024). Using the multivariate general linear model (MANOVA) in SPSS to identify the main and interaction effects of a product description created by a human being versus artificial intelligence. SAGE Publications Inc.