Portrait of Dr Laetitia Mimoun

Dr Laetitia Mimoun

Lecturer in Marketing

Bayes Business School, Faculty of Management

Contact

Visit Laetitia Mimoun

Room BR4066, Bunhill Row

Postal address

Bayes Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

About

Overview

Laetitia Mimoun is a visiting Lecturer in Marketing at Bayes Business School (formerly Cass), City, University of London, and an Associate Professor in Marketing at ESCP Business School. Before joining Bayes in 2018, Laetitia obtained her PhD in marketing at HEC Paris (France). She also holds an MSc in international marketing from the University of Strathclyde (UK) and a Master in management from Audencia Nantes (France).

Laetitia's research falls into consumer behaviour, 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 Service Research, Psychology and Marketing, and Marketing Theory.

Laetitia's research focuses on consumer liminality and liquid lifestyles. She examines consumer identity among consumers who embrace transition, contingency, and uncertainty. Her secondary research interest relates to technology consumption, particularly in contexts of blurred morality and questionable legitimacy.

Laetitia is a Fellow of the Higher Education Academy and she currently teaches "Principles of Marketing" in the GMBA program.

Qualifications

  • PhD, HEC Paris, France
  • Fellow (FHEA), Higher Education Academy, United Kingdom

Languages

French.

Expertise

Primary topics

  • Consumer Behaviour
  • Digital Marketing
  • Marketing
  • Social Media

Geographic Areas

  • Americas - North
  • Europe - Southern
  • Europe - Western

Publications

  1. Mimoun, L., Trujillo-Torres, L. and Sobande, F. (2022). Social Emotions and the Legitimation of the Fertility Technology Market. Journal of Consumer Research, 48(6), pp. 1073–1095. doi:10.1093/jcr/ucab043.

    [publisher’s website]

  2. Mimoun, L. and Gruen, A. (2021). Customer Work Practices and the Productive Third Place. Journal of Service Research, 24(4), pp. 563–581. doi:10.1177/10946705211014278.

    [publisher’s website]

  3. Sibai, O., Mimoun, L. and Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology & Marketing, 38(10), pp. 1651–1669. doi:10.1002/mar.21477.

    [publisher’s website]

  4. Sobande, F., Mimoun, L. and Torres, L.T. (2020). Soldiers and superheroes needed! Masculine archetypes and constrained bodily commodification in the sperm donation market. Marketing Theory, 20(1), pp. 65–84. doi:10.1177/1470593119847250.

    [publisher’s website]

Chapters (3)

  1. Atanasova, A., Bardhi, F., Eckhardt, G.M. and Mimoun, L. (2022). Digital nomadism as temporal privilege. The Routledge Handbook of Digital Consumption (pp. 22–34). Routledge.
  2. Mimoun, L. and Gruen, A. (2019). The Co-Spectrum: Unpacking Collaborative Workplaces. In Bardhi, F., Belk, R. and Eckhardt, G. (Eds.), The Handbook on the Sharing Economy Edward Elgar Publishing ISBN 978-1-78811-053-2.
  3. Gruen, A. and Mimoun, L. (2019). Guest, friend or colleague? Unpacking relationship norms in collaborative workplaces. Handbook of the Sharing Economy (pp. 91–104). Edward Elgar Publishing.

Conference papers and proceedings (9)

  1. Jagadale, S., Trujillo Torres, L. and Mimoun, L. (2020). A Divine Duty: Commercial Surrogacy in India and Kin Altruism. Association for Consumer Research North American Conference (ACR) 1-3 October.
  2. Mimoun, L. and Gruen, A. (2020). Homeyness and Domesticity in Work-Related Marketplace Experiences. Association for Consumer Research 17 Oct 2019 – 20 Oct 2019.
  3. Trujillo Torres, L., Anlamlier, E., Mimoun, L. and Chatterjee, L. (2019). Brand Value and Product Circulation (Mis)management: The Case of Rent the Runway. AMA Winter Academic Conference 22-24 February, Austin, U.S..
  4. Mimoun, L. and Tankhar, J. (2018). Digital Storytelling and Post-Trust Online Sperm. Association For Consumer Research 11-14 October, Dallas, USA.
  5. Mimoun, L. and Bardhi, F. (2018). Permanent Liminality in Flexible Consumer Lifestyles. Association for Consumer Research 11-14 October, Dallas, TX, USA.
  6. Mimoun, L. and Bardhi, F. (2017). Liminality in Consumer Research.
  7. Mimoun, L., Torres, L.T. and Sobande, F. (2017). When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market.
  8. Mimoun, L., Sobande, F. and Trujillo Torres, L.E. (2016). When a Change in Institutional Logics Does Not Lead to Market Evolution: the Case of Fertility Services Market.
  9. Mimoun, L. and Lowrey, T. (2015). Social Networking Sites and Expatriates’ Transition: a Key Resource in a Learning Process.

Journal articles (4)

  1. Handan, V., Ulusoy, E., Tillotson, J., Hong, S., Ekici, A. and Mimoun, L. (2023). Food prosumption technologies: A symbiotic lens for a degrowth transition. Marketing Theory.
  2. Trujillo-Torres, L., Mimoun, L., ANLAMLIER, E., CHATTERJEE, L. and Dion, D. (2023). Customer Journeys in Access-based Platforms. Journal of the Academy of Marketing Science.
  3. Zanette, M.C., Rinallo, D. and Mimoun, L. (2023). Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis. Marketing Theory, 23(1), pp. 163–182. doi:10.1177/14705931221124044.
  4. Mimoun, L. and Bardhi, F. (2022). Chronic Consumer Liminality: Being Flexible in Precarious Times. Journal of Consumer Research, 49(3), pp. 496–519. doi:10.1093/jcr/ucab073.

    [publisher’s website]

Professional activities

Editorial activity (3)

  1. Recherche et Applications en Marketing, Ad-hoc reviewer, Sep 2017 – present.
  2. European Journal of Marketing, Ad hoc reviewer, Sep 2016 – present.
  3. European Journal of Marketing, Member of Editorial Review Board.

Events/conferences (16)

  1. Consumer Culture Theory Conference (CCTC). (Conference) Odense, Denmark (2018).
    Paper: Living Without a Shadow: Flexible Consumer Lifestyles and Permanent Liminality
    Author: Mimoun L.
    Co-authors: Bardhi F.
  2. European Marketing Academy Conference (EMAC). (Conference) Glasgow, UK (2018).
    Paper: The ‘Co’-Spectrum: Unpacking Collaborative Workplaces
    Author: Mimoun L.
    Co-authors: Gruen A.
  3. Les Journées Normandes de Recherche sur la Consommation (JNRC). (Conference) Université du Havre, le Havre, France. (2017).
    Paper: Le Parcours Liminal du Consommateur et l’Illusoire Quête d’Identité dans la Modernité Liquide : Le Cas de la Mobilité Ouverte
    Author: Mimoun L.
  4. Sharing Economy Workshop. (Workshop) Royal Holloway University of London, London, UK (2017). Invited speaker.
    Paper: Co-Labor in Collaborative Spaces: The Structuring Role of the Workplace in Shared Work
    Author: Gruen A.
    Co-authors: Mimoun L.
  5. Association for Consumer Research North American Conference (ACR). (Conference) San Diego, US (2017).
    Paper: When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market
    Author: Mimoun L.
    Co-authors: Trujillo Torres L.; Sobande F.
  6. Association for Consumer Research North American Conference (ACR). (Conference) San Diego, US (2017).
    Paper: Liminality in Consumer Research
    Author: Mimoun L.
    Co-authors: Bardhi F.
  7. Consumer Culture Theory Conference (CCTC). (Conference) Anaheim, US (2017). Session/Day Chair.
    Paper: Betwixt and Between Consumption: A Review of Liminality in Consumer Research
    Author: Mimoun L.
    Co-authors: Bardhi F.
  8. Consumer Culture Theory Conference (CCTC). Anaheim, US (2017). Session/Day Chair.
    Paper: When Technologies Drive Market Legitimization and Expansion. The Case of Assisted Reproductive Technologies
    Author: Mimoun L.
    Co-authors: Trujillo Torres L., Sobande F.
  9. Consumer Culture Theory Conference (CCTC). (Conference) Anaheim, US (2017).
    Paper: Shadows, Shoulders, Soldiers, and Superheroes: Constructing Masculinity amidst Fertility Services Marketing
    Author: Sobande F.
    Co-authors: Mimoun L., Trujillo Torres L.
  10. Bringing Institutional Theory to Marketing. (Conference) ISC Paris, Paris, France (2017).
    Paper: When Technologies Drive Market Legitimation and Expansion. The Case of Assisted Reproductive Technologies
    Author: Mimoun L.
    Co-authors: Trujillo Torres L., Sobande F.
  11. Interpretive Consumer Research (ICR). (Workshop) Stockholm, Sweden (2017).
    Paper: Liminality and Liminal Consumption
    Author: Mimoun L.
    Co-authors: Bardhi F.
  12. Association for Consumer Research North American Conference (ACR). (Conference) Berlin, Germany (2016).
    Paper: When a Change in Institutional Logics Does Not Lead to Market Evolution: The Case of Fertility Services Market
    Author: Trujillo Torres L.
    Co-authors: Mimoun L., Sobande F.
  13. Macromarketing Conference. Dublin, Ireland (2016).
    Paper: The Rise of Commercial Health Myths: The Case of Gene Therapy
    Author: Mimoun L.
    Co-authors: Trujillo Torres L., Sobande F.
  14. Association for Consumer Research North American Conference (ACR). (Conference) New Orleans, US (2015).
    Paper: Social Networking Sites and Expatriates’ Transitions
    Author: Mimoun L.
    Co-authors: Lowrey T.
  15. Consumer Culture Theory Conference (CCTC). (Conference) Fayetteville, US (2015).
    Paper: Expatriates’ Transitions and Cultural Identity: Social Networking Sites as a Key Resource
    Author: Mimoun L.
  16. Equality, Diversity and Inclusion International Conference. (Conference) Tel Aviv, Israel (2015).
    Paper: Expatriates’ Transitions and Cultural Identity: Social Networking Sites as a Key Resource
    Author: Mimoun L.