Guergana Guintcheva
Associate Professor
Marketing
EDHEC Business School
France
Biography
Associate Professor Guintcheva holds PhD degree in Marketing from the University of Montpellier. In 2002 she joined EDHEC Business School as a professor in the Marketing Department. She is the programme director of the MSc in Marketing Management. She does basic and applied research in marketing and consumer behaviour. Her Ph.D. thesis deals with the reorganization of the shopping area into universes, as introduced by Carrefour. Her research interest cover cultural field. Current research projects address culture and sustainability (in partnership with the Musée d’Orsay), museum membership communities, museum value management, emotional outcomes into the movie sector, etc. Her work has been published in Psychology & Marketing, IJAM (International Journal of Arts Management), Décision Marketing and Revue Française du Marketing. She is also involved in consulting projects on museum issues with the five most important museums from the Lille region.
Research Interest
Arts and cultural consumption, Emotions, Satisfaction, Cinema consumption, Video-game business models
Publications
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Guintcheva G. & J. Passebois (2009), Exploring the place of museums in European leisure markets: an approach based on consumer values, International Journal of Arts Management, vol.11, n°2, pp. 4- 19.
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Guintcheva G. & J. Passebois (2012), Lille Metropolitan Art Programme: an example of museum networking in the north of France, International Journal of Arts Management, vol. 15, n°1, pp. 54-64.
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Guintcheva G. (2014), Le concept de consumer empowerment dans un contexte participatif et son impact sur les enchères en ligne. Le cas des eBayeurs, Revue Française du Marketing, vol. 246, n°1, pp. 63-76.
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Aurier, Ph. & G. Guintcheva (2014), Using Affect-Expectations Theory to Explain the Direction of the Impact of Experiential Emotions on Satisfaction, Psychology & Marketing, vol. 31, n°10, pp. 900-913.
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Aurier, Ph. & G. Guintcheva (2015), The Dynamics of Emotions in Movie Consumption: A Spectator-Centered Approach, International Journal of Arts Management, (forthcoming).
