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Lionel Sitz professor of marketing

Lionel SITZ

Associate Professor

Lionel Sitz is associate professor within the Markets & Innovation department. He holds a PhD in marketing and a Habilitation à Diriger des Recherches (HDR). Interested in consumption phenomena, he teaches to different audiences; ESC, MBA, etc. His teaching revolves around branding, consumer behavior and the sociology and anthropology of consumption.
His research interests concern, among other things, brands and their status in our culture, lifestyles in a connected society, consumers' passions and the relationships between ethnicity and consumption. He is particularly interested in consumer social movements, the construction of collective consumer identity, sociology, anthropology, visual and qualitative methods.


  1. Habilitation à Diriger des Recherches (HDR) - University Paris Est
  2. Doctorate in Marketing (2006)– Paris XII University, France
  3. DEA Sciences de Gestion with honors
  4. Institut d’Etudes Politiques de Strasbourg, Economics and Finance


Bourse de recherche de la Chaire Auchan


  1. Since 2010 Associate professor - EMLYON Business School, Ecully, France
  2. 2007 - 2010 Assistant professor - EMLYON Business School, Ecully, France
  3. 2003 - 2007 Teaching and research assistant - Paris XII University, France
  4. Since 2003 Various consulting missions

Scientific CommitteesTop

Ad hoc reviewer, European Journal of Marketing

Ad hoc reviewer, Industrial Marketing Management

Ad hoc reviewer, Marketing Theory

Ad hoc reviewer, Consumption, Market & Culture

Ad hoc reviewer, Recherche et Application en Marketing

Ad hoc reviewer, Décisions Marketing

Ad hoc reviewer, Association for Consumer Research

Ad hoc reviewer, Association Française de Marketing




Consumer experience


Association for Consumer Research

Association Française du Marketing

European Association for Consumer Research

Consumer Culture Theory

Courses taughtTop

  1. Graduate Programme - Comportement du consommateur
  2. Graduate Programme - Branding
  3. Graduate Programme - Sociologie des marchés et de la consommation
  4. Graduate Programme - Culture et marketing du vin
  5. IDEA program - Anthropologie de la consommation
  6. MBA - Branding
  7. AMP - Marque et stratégie de marque

Research InterestTop

  1. Brand communities
  2. Lifestyles in a connected society
  3. Consumer experience
  4. Videography
  5. Visual anthropology
  6. Market construction and consumer categorization
  7. Regionalism and ethnic affiliation
  8. Consumer social movements