About me
Assistant Professor
Consumer Behavior & Digital
I am an Assistant Professor of Marketing at MBS School of Business, with a focus on digital marketing.
Discover my past experiences
Experiences
Assistant Professor
Since 2021
I am an Assistant Professor of Marketing at MBS School of Business.
Maître de Conférences – Assistant Professor
2018 to 2021
Before joining MBS School of Business, I was an Assistant Professor at Aix-Marseille University for two years.
Digital Marketing Consultant
Since 2013
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.
Explore my academic background
Degrees
Ph.D in Marketing
Montpellier University (France)
I hold a Ph.D. in Marketing from Montpellier University.
Master Degree in Digital Marketing
Montpellier University (France)
I hold a Master’s degree in Digital Marketing from IAE Montpellier.
Bachelor Degree in International Business
University of Minnesota (US)
I hold a Bachelor’s degree in International Business from IAE Montpellier and University of Minnesota.
Academic publications
Research
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.
Last case study published
Case Study on Brand Management & Design Strategy
Celhay, F., & Portes, A. (2024). A new logo for the Brooklyn Nets? Delving into the semiotics of NBA logos. Sage Business Case. London, United Kingdom: SAGE Publications Ltd.
This case introduces the concept of logos and the significance of these elements in branding. It then outlines a text-centered methodology for analyzing logo designs based on semiotics and applies this approach to the analysis of NBA team logos. The case highlights the crucial role of logos within the sports industry, focusing particularly on the NBA league in the United States.
Last case study published
New product
Mx Maison Yellow, Pernod Ricard’s Project to Rejuvenate Pastis
Feiereisen, S., Portes, A., & Russell, C. (2025). Mx Maison Yellow, Pernod Ricard’s project to rejuvenate pastis. SAGE Business Cases.
This case study explores Pernod Ricard’s revitalization of pastis through Mx Maison Yellow in Marseille — a hybrid space blending retail, bar, and culture to attract younger consumers. The study highlights how immersive storytelling, local partnerships, and digital engagement can boost brand appeal and build community. By blending tradition with innovation, the case shows how heritage brands can stay relevant with modern consumers.
Last case study published
Case Study on Using MANOVA in SPSS (main & interaction effects)
Dataset included
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.
Contact
Feel free to send me a message