Ģą˝ĘÓƵ

I am

Karim ERRAJAA

Marketing
Permanent Professor

Presentation

Biography

Karim Errajaa holds a Doctorate in Business Administration from the University of Angers and is authorized to direct research by the University of Quebec in Montreal, Canada. He is also qualified as a lecturer in France. His academic credentials include degrees from the University of Angers, University Toulouse Capitole, Toulouse School of Management (TSM), and University Paris-Saclay (Évry). He has taught in France, Canada, and Africa at institutions such as the University of Quebec in Montreal, Toulouse School of Social Sciences, University of Tours, Ģą˝ĘÓƵ Business School, TSM, Paris School of Business, ESG MBA, ESG Executive Education, IICP, Kwark Education, Confor-PME Guadeloupe, and the Centre de Dépôt et de Gestion in Gabon. His teaching and administrative experience spans across levels including PhD, MBA, Master of Science, Master's by Research, Bachelor's, and executive education programs. His areas of expertise include customer experience, sensory marketing, retail management, distribution, marketing management, consumer behavior, research methodology, survey methods, measurement biases, and quantitative and qualitative data analysis methods. He currently oversees programs in customer experience, commercial space design, distribution, and online customer experience at Ģą˝ĘÓƵ Business School. He has previously directed programs in retail management and omnichannel marketing at the School of Management Sciences, University of Quebec in Montreal. Additionally, he has led Marketing Studies and Research and Market Research modules at Paris School of Business, where he also headed the marketing research department and thesis research department. A researcher affiliated with the University of Angers and the European Center for Research in Financial Economics and Enterprise Management at the University of Lorraine, his research focuses on sensory and experiential marketing, environmental psychology, consumer behavior, and customer experience relating to the five senses and innovative teaching methods. He has earned accolades including the Innovation in Teaching Award for his innovative methods and the Research for Practice Award for the impact of his applied research. He collaborates with the industry on projects that combine immersive pedagogy and applied research with companies like Decathlon, Foot Locker, and Satisfactive among others. His publications include numerous scientific papers, books, and case studies, and he has consulted for companies like ISK Consulting, Emosens, Parfum Berger, Leroy Merlin, Résonance, Paraboot, and Anticafé on sensory marketing, market studies, and marketing strategy.

Degrees and Training

Year Title Institution Country
2021 Visualisation data CNA France
2021 Eligibility to Supervise Research (HDR), Business Administration sciences, Marketing Université du Québec Montreal (UQAM) Canada
2019 Qualification au poste de Maitre des confĂ©rences Conseil National Universitaire – Ministère d'Enseignement SupĂ©rieur et de la Recherche France
2018 Doctorat, Business Administration, Marketing Faculté de droit d'Angers France
2006 Master, Business Administration, Marketing Université Toulouse 1 Capitole France
2005 Master, Business Administration, Business Management Université d'Evry Val d'Essonne France
2004 French Bachelor, Business Administration, Business Management Université d'Evry Val d'Essonne France

Courses Taught

Year Title Country Institution
2023 Marketing / Planification StratĂ©gique France Ģą˝ĘÓƵ Business School
2023 Analyse de donnĂ©es France Ģą˝ĘÓƵ Business School
2022 Design d'espace commercial France Ģą˝ĘÓƵ Business School
2022 Nouveaux modes de distribution France Ģą˝ĘÓƵ Business School
2022 GĂ©rer la marque et l'expĂ©rience client France Ģą˝ĘÓƵ Business School
2022 Marketing planification France Ģą˝ĘÓƵ Business School
2022 Data, mĂ©thodes et dĂ©cisions France Ģą˝ĘÓƵ Business School
2021 Distribution : acteurs & stratégies Canada École des Sciences de la gestion (ESG, UQAM)
2021 Marketing et gestion du commerce de détail Canada Université du Québec Montreal (UQAM)
2020 Traitement et annalyse de données statistiques sous XlStat et Spss IBM ( France Institut de Management des Entreprises (IMESG)
2020 Marketing management & communication France Paris School of Business
2020 Monitoring intelligence & veille informationnelle France Ecole Supérieure de Gestion
2020 Etudes de marché quantitatives et qualitatives France Ecole Supérieure de Gestion
2019 MĂ©thodologie de recherche France Paris School of Business
2019 Monitoring intelligence & veille informationnelle France Ecole Supérieure de Gestion
2019 Etude de marché pour la création de l'entreprise France Paris School of Business
2018 Simulation & jeux d'entreprise France Ecole Supérieure de Gestion
2018 Marketing fondamental, stratégique et opérationnel France Paris School of Business
2018 Fondamentaux du marketing France Ecole Supérieure de Gestion
2018 Marketing-mix et stratégique France Ecole Supérieure de Gestion
2016 Simulation & jeux d'entreprise France Paris School of Business
2016 Marketing sensoriel France IAE de Tours
2015 Panel des détaillants et des distributeurs France Paris School of Business
2015 Traitement et analyse de données quantitatives sous Spss IBM ( France Ecole Supérieure de Gestion
2015 Statistiques & data visualisation France Ecole Supérieure de Gestion
2013 Méthodes d'analyse de données statitsiques France Paris School of Business
2013 Traitement et analyse de données quantitatives sous Spss ( France Institut de Management des Entreprises (IMESG)
2013 Etude de marché France Institut de Management des Entreprises (IMESG)
2011 MĂ©thodes quantitatives et statistiques France Paris School of Business
2011 Fondamentaux de marketing France Paris School of Business
2011 Marketing-mix et opérationnel France Paris School of Business
2011 Marketing stratégique France Paris School of Business
2011 Etude de marché France Paris School of Business
2011 Traitement et analyse de données sous Sphinx France Paris School of Business
2008 Marketing sensoriel France IAE Toulouse
2008 Comportement du consommateur France IAE Toulouse
2007 Théories des organisations France IAE Toulouse
2006 Simulation & jeux d'entreprise France Université Toulouse 1 Capitole
2006 Analyse financière France Université Toulouse 1 Capitole

Research Interests

  • Marketing
  • Marketing
  • Marketing
  • Marketing
  • Marketing
  • Marketing
  • Methodology
  • Marketing

Publications

Year Type Reference
2026 Journal article ERRAJAA, K. (2026). Assessing store atmospheric influences: Development of a new multidimensional measurement scale. Journal of Marketing Analytics, 14, 1022-1075. https://doi.org/10.1057/s41270-025-00421-7
2026 Journal article ERRAJAA, K., & BILGIHAN, A. (2026). Crafting captivating retail spaces: the power of atmosphere in shaping consumer behavior. Journal of Marketing Analytics, 14, 885-902. https://doi.org/10.1057/s41270-025-00407-5
2026 Journal article ERRAJAA, K., DE PELSMACKER, P., & RETHORE, C. (2026). The effect of music, scent and crowd on atmosphere perception, satisfaction and revisit and recommendation intentions. European Journal of Marketing, 60(2), 442-471. https://doi.org/10.1108/EJM-12-2023-0912
2026 Journal article ERRAJAA, K., & HOMBOURGER-BARÉS, S. (2026). Questioning the role of the visual serviscape of physical stores in shaping key consumer reactions. Recherches en Sciences de Gestion (anciennement Revue Sciences de Gestion), 1(171), 49-71. https://shs.cairn.info/revue-recherches-en-sciences-de-gestion-2026-1-page-49?lang=en
2025 Journal article ERRAJAA, K., F. GADHOUMI, P. LEGOHÉREL, “The need for a contextualized adaptation of the evaluation of the destination image”, Journal of Vacation Marketing, January 2025, vol. 31, no. 1, pp. 22-36
2025 Journal article ERRAJAA, K., I. SAFRAOU , A. BILGIHAN, “From Perception to Purchase: Atmospheric Effects Through Immersion and Emotional Responses in Service Environments”, International Journal of Hospitality Management, August 2025, vol. (129) 104198, no. 129, pp. 104198
2025 Journal article SAFRAOU, I., K. ERRAJAA, M. RAZGALLAH, “The direct and indirect effect of gender role orientation on entrepreneurial intention”, Current Psychology, December 2025, vol. 44, pp. 11103-11125
2025 Journal article HMAIDA , J., K. ERRAJAA, “How Do People from Different Cultures Perceive Brands? The Impact of Self-Construal”, Journal of African Business, October 2025, pp. 1–29
2024 Journal article ERRAJAA, K., “Comment le consommateur perçoit-il l’image de marque ? l’étude de cas de l’espace de coworking”, Management & Prospective (Gestion 2000), December 2024, vol. 41, no. 1, pp. 84-105
2024 Interview, debate, Broadcast ERRAJAA, K. – “Le pouvoir de l’atmosphère” – 2024, Emerging Business Insights, Paris, France
2023 Communications in an Academical or Professional conference ERRAJAA, K., P. LEGOHÉREL, F. GADHOUMI, “The need for a contextualized adaptation of the evaluation of the destination image” in Travel and Tourism Research Association Europe conference, 2023, Dijon, France
2022 Journal article ERRAJAA, K., S. HOMBOURGER – BARES, A. F. AUDRAIN-PONTEVAIN ANNE-FRANÇOISE, “Effects of the in-store crowd and employee perceptions on intentions to revisit and word-of-mouth via transactional satisfaction: A SOR approach”, Journal of Retailing and Consumer Services, September 2022, vol. 68
2022 Communications in an Academical or Professional conference ERRAJAA, K., A.-F. AUDRAIN-PONTEVIA, S. HOMBOURGER – BARES, “How does the consumer react in a social atmosphere in the store?” in European Marketing Academy (EMAC), 2022, Budapest
2022 Communications in an Academical or Professional conference ERRAJAA, K., I. SAFRAOU, H. GABTENI, “Administrative Sciences Association of Canada Congress (ASAC)” in Administrative Sciences Association of Canada Congress (ASAC), 2022, Halifax, Canada
2021 Journal article ERRAJAA, K., I. SAFRAOU, H. GABTENI, “L’influence de la qualitĂ© de service de la plateforme d’enseignement en ligne sur les rĂ©actions des apprenants”, La Revue des Sciences de Gestion, June 2021, vol. 314, no. 2, pp. 41-50
2021 Journal article ERRAJAA, K., P. LEGOHÉREL , B. DAUCE, A. BILGIHAN, “Scent Marketing: Linking the Scent Congruence with Brand Image”, International Journal of Contemporary Hospitality Management, March 2021, vol. 33, no. 2, pp. 402-427
2021 Book ERRAJAA, K., Marketing olfactif adapté à la marque : recherches et applications, Editions Universitaires Européennes, 2021
2020 Journal article ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “Consumer reactions to olfactory congruence with brand image”, Journal of Retailing and Consumer Services, January 2020, vol. 52
2020 Journal article DERHY , A., J.-M. LEHU, K. ERRAJAA, “Fake News : l’innovation pĂ©dagogique au service des jeunes HĂ©raclès”, Survey Magazine, 2020
2020 Journal article ERRAJAA, K., I. SAFRAOU, H. GABTENI, C. AOUINA MEJRI , “ReconsidĂ©rer l’expĂ©rience Ă©tudiante Ă  travers le prisme de multimodalitĂ© d’apprentissage”, Survey Magazine, May 2020
2020 Communications in an Academical or Professional conference ERRAJAA, K., “The congruence between smell and brand image systematically influencing the consumer’s reactions” in European Marketing Academy (EMAC), 2020, Budapest
2020 Communications in an Academical or Professional conference ERRAJAA, K., I. SAFRAOU, H. GABTENI, “L’influence de la qualitĂ© de service en ligne perçue de la plateforme virtuelle d’apprentissage sur les rĂ©actions des apprenants” in ConfĂ©rence AUNEGE L’UniversitĂ© numĂ©rique Economie Gestion, 2020, Paris, France
2020 Communications in an Academical or Professional conference ERRAJAA, K., “ContinuitĂ© pĂ©dagogique Ă  l’aide du e-learning : enjeux et perspectives” in ConfĂ©rence-dĂ©bat – Mouvement Universitaire Haraki, 2020, Rabat
2019 Journal article ERRAJAA, K., J. PARTOUCHE-SEBBAN, “La cocrĂ©ation des innovations marketing par le prisme de la nostalgie”, Survey Magazine, 2019
2019 Journal article ERRAJAA, K., J. PARTOUCHE-SEBBAN, “Silver Economy : les entreprises sont attendus au tournant”, Survey Magazine, 2019
2019 Journal article ERRAJAA, K., C. AOUINA MEJRI , “Le Marketing sensoriel, un outil pour amĂ©liorer l’expĂ©rience patient ?”, The conversation, September 2019
2019 Journal article GABTENI, H., C. AOUINA MEJRI , K. ERRAJAA, I. SAFRAOU, “Ecole de commerce : la rĂ©alitĂ© virtuelle renouvelle les cours de Marketing”, The conversation, July 2019
2019 Journal article ERRAJAA, K., B. MAYNADIER , “Entre expĂ©rience vĂ©cue et subie: le rĂ´le de l’espace dans un champ d’expĂ©rience sensible de consommation”, Carnets de la Consommation, 2019, vol. 1
2019 Communications in an Academical or Professional conference ERRAJAA, K., “Pouvoir d’influence des odeurs sur l’individu : Ă©tat des lieux des recherches multidisciplinaires” in CĂ©rĂ©monie Parcours de la Rose Sophie Rochas – Institut Raphael de l’après cancer, 2019, Paris
2019 Communications in an Academical or Professional conference ERRAJAA, K., “Incidence de la diffusion des odeurs dans les points de vente sur les rĂ©actions du consommateur” in Research Day, 2019, Paris, France
2019 Communications in an Academical or Professional conference ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “Consumer reactions to olfactory congruence with brand image” in European Marketing Academy (EMAC), 2019, Hamburg, Germany
2019 Communications in an Academical or Professional conference ERRAJAA, K., B. MAYNADIER, “Les conflits engendres par les expĂ©riences de consommation : une analyse du rĂ´le de l’espace” in Administrative Sciences Association of Canada (ASAC), 2019, Sainte-Catahrine, Niagara, Canada
2019 Communications in an Academical or Professional conference ERRAJAA, K., P. LEGOHÉREL , B. DAUCE, “Effets modĂ©rĂ©s de l’influence de la congruence olfactive avec l’image de marque sur les rĂ©actions du consommateur dans le point de vente” in Administrative Sciences Association of Canada (ASAC), 2019, Sainte-Catharine, Niagara, Canada
2018 Journal article MAYNADIER, B., K. ERRAJAA, “Entre expĂ©rience vĂ©cue et subie : le rĂ´le de l’espace dans un champ d’expĂ©rience sensible de consommation”, Carnets de la Consommation, February 2018, vol. 1
2018 Journal article ERRAJAA, K., P. LEGOHÉREL , B. DAUCE, “Immersion and emotional reactions to the ambiance of a multiservice space: the important role of perceived congruence between odor and brand image”, Journal of Retailing and Consumer Services, January 2018, vol. 40, pp. 100-108
2018 Communications in an Academical or Professional conference ERRAJAA, K., “Diffusion des odeurs typiques des espaces commerciaux : mesures et influences” in Research Day, 2018, Paris, France
2017 Journal article LE SERRE, D., K. WEBER, P. LEGOHÉREL , K. ERRAJAA, “Culture as a moderator of cognitive age and travel motivation/perceived risk relations among seniors”, Journal of Consumer Marketing, August 2017, vol. 34, no. 5, pp. 455–466
2017 Communications in an Academical or Professional conference ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “Immersion and emotional reactions to the ambiance of a multiservice space: the important role of perceived congruence between odor and brand image” in European Marketing Academy (EMAC), 2017, Groningen, Netherlands (The)
2017 Communications in an Academical or Professional conference ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “Diffusion des senteurs d’ambiance ajustĂ©es Ă  l’image de marque : intĂ©rĂŞt marketing pour les entreprises et incidences sur le comportement du consommateur” in colloque La question des sens au XXIE siècle : entre marketing et monde musĂ©al, UniversitĂ© Sorbonne Nouvelle 3, 2017, Paris, France
2017 Communications in an Academical or Professional conference ERRAJAA, K., “Influence de l’atmosphère du magasin sur les rĂ©actions du consommateur : rĂ´le central de la congruence olfactive avec l’image de marque” in JournĂ©e de Recherche (JDD) du Groupe de Recherche Angevin en Economie et Management, UniversitĂ© d’Angers, 2017, Angers, France
2017 Communications in an Academical or Professional conference ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “ComprĂ©hension et mesure de l’image de marque d’un espace d’accueil : Ă©tude de cas de la marque AntiCafĂ©” in Administrative Sciences Association of Canada (ASAC), 2017, MontrĂ©al
2017 Communications in an Academical or Professional conference ERRAJAA, K., B. DAUCE, P. LEGOHÉREL , “”Influence de l’atmosphère d’espace multiservices sur les rĂ©actions du consommateur : rĂ´le central de la congruence olfactive avec l’image de marque” in Administrative Sciences Association of Canada (ASAC), 2017, MontrĂ©al
2016 Journal article PARTOUCHE-SEBBAN, J., I. SAFRAOU, K. ERRAJAA, “SĂ©nior marketing, prĂ©jugĂ©s et stĂ©rĂ©otypes”, Marketing Professionnel.fr, February 2016
2016 Communications in an Academical or Professional conference ERRAJAA, K., “Comment les consommateurs rĂ©agissent-ils aux odeurs typiques des marques ?” in Colloque Groupe de recherche Odorant Odeur Olfaction, 2016, Lyon, France
2016 Communications in an Academical or Professional conference ERRAJAA, K., “RĂ©actions des consommateurs dans un espace d’accueil : rĂ´le de la congruence perçue entre senteur d’ambiance et image de marque” in JournĂ©e de Recherche (JDD) du Groupe de Recherche Angevin en Economie et Management, UniversitĂ© d’Angers, 2016, Angers, France
2015 Journal article ERRAJAA, K., J. PARTOUCHE-SEBBAN, I. SAFRAOU, “e rĂ´le de l’outil internet dans la collaboration entre consommateur-senior et entreprise : Ă©tude exploratoire”, La Revue des Sciences de Gestion, February 2015, vol. 272, pp. 23-30
2015 Journal article MAYNADIER, B., K. ERRAJAA, “ExpĂ©rience de consommation et structure de l’imaginaire d’une grappe de commerces Le cas d’un espace urbain de consommation festive”, La Revue des Sciences de Gestion, April 2015, vol. 5, no. 275-276
2015 Journal article PARTOUCHE-SEBBAN, J., K. ERRAJAA, “La responsabilitĂ© des entreprises dans le vieillissement rĂ©ussi et le rĂ´le d’internet dans ce processus : une Ă©tude exploratoire”, Management & Avenir, February 2015, vol. 75, no. 1, pp. 62-67
2015 Journal article BENMOUSSA , F.-Z., K. ERRAJAA, L. MAUBISSON, B. MAYNADIER, “Les mĂ©canismes de la coproduction d’une expĂ©rience”, Management & Avenir, May 2015, vol. 77, no. 3, pp. 71-91
2015 Communications in an Academical or Professional conference MAYNADIER, B., K. ERRAJAA, “ExpĂ©rience de consommation et structure de l’imaginaire d’une grappe de commerces : Le cas d’un espace urbain de consommation festive” in Colloque Relation Clients : StratĂ©gies & Innovations, 2015, Paris, France
2015 Communications in an Academical or Professional conference ERRAJAA, K., “Effets de la congruence perçue entre senteur d’ambiance et image de marque sur les rĂ©actions du consommateur” in JournĂ©e de Recherche (JDD) du Groupe de Recherche Angevin en Economie et Management, UniversitĂ© d’Angers, 2015, Angers, France
2013 Journal article ERRAJAA, K., J. PARTOUCHE-SEBBAN, V. DUTOT, “The co-creation process in the development of nostalgic new products”, European Journal of Innovation Management, September 2013, vol. 16, no. 4, pp. 440-458
2013 Communications in an Academical or Professional conference ERRAJAA, K., L. MAUBISSON, “Relation entre atmosphère et consommateur : mesures et influences” in Congrès International de l’Association ąó°ů˛ą˛Ô粹ľ±˛őe de Marketing (AFM), 2013, La Rochelle, France
2013 Communications in an Academical or Professional conference ANDRÉANI, J.-C., J.-L. MOULINS, K. ERRAJAA, F. CONCHON, J. ROCCA, “IMC, Les modalitĂ©s d’utilisation de la communication intĂ©grĂ©e, Etude exploratoire fondĂ©e sur le cas mes mĂ©dicaments de prescription” in International Marketing Trends Conference, 2013, Paris, France
2013 Communications in an Academical or Professional conference ERRAJAA, K., J. PARTOUCHE-SEBBAN, I. SAFRAOU, “Les modalitĂ©s et consĂ©quences de collaboration entre consommateur-senior et entreprise sur la co-crĂ©ation de valeur et le rĂ´le des rĂ©seaux sociaux dans ce processus : Ă©tude exploratoire” in ConfĂ©rence Digital Business, 2013, Paris, France
2013 Communications in an Academical or Professional conference ERRAJAA, K., V. DUTOT, J. PARTOUCHE-SEBBAN, “he co-creation process in the development of nostalgic new products: a netnographics study” in European Marketing Academy (EMAC), 2013, Istanbul, Turkey
2013 Communications in an Academical or Professional conference ERRAJAA, K., V. DUTOT, J. PARTOUCHE-SEBBAN, “The co-creation process in the development of nostalgic new products: a netnographic study” in Administrative Sciences Association of Canada (ASAC), 2013, Calgary
2013 Communications in an Academical or Professional conference ERRAJAA, K., J. PARTOUCHE-SEBBAN, “Les contributions des entreprises au “vieillissement rĂ©ussi”: une Ă©tude exploratoire du rĂ´le de l’outil internet” in Colloque RSE, Vers de nouvelles formes de coopĂ©rations en entreprises, 2013, Paris, France
2013 Published cases with instructional materials ERRAJAA, K., J.-L. MARTINEZ, A. MAALAOUI – “Go Voyages Ou comment optimiser ses ventes sur le web ?” – 2013, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
2013 Published cases with instructional materials ERRAJAA, K., J.-L. MARTINEZ, A. MAALAOUI – “Blini et la commercialisation d’une nouvelle catĂ©gorie de produits” – 2013, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
2013 Published cases with instructional materials ERRAJAA, K., J.-L. MARTINEZ, A. MAALAOUI – “Le cognac Martell Ă  la reconquĂŞte du marchĂ© ąó°ů˛ą˛Ô粹ľ±˛ő” – 2013, Centrale des Cas et des MĂ©dias PĂ©dagogiques (CCMP), Paris, France
2012 Journal article MAUBISSON, L., K. ERRAJAA, “Les apports de Culture Pub et de la recherche en marketing”, Les Echos.fr, 2012
2012 Communications in an Academical or Professional conference ERRAJAA, K., Y. LORENZO, C. GARCIA, “Consumers’ perception of companies’ CSR commitment and its influence on brand loyalty: Application to luxury brands” in European Marketing Academy (EMAC), 2012, Barcelone, Spain
2012 Communications in an Academical or Professional conference ERRAJAA, K., V. DUTOT, J. PARTOUCHE-SEBBAN, “The co-creation process in the development of nostalgic new products : a netnographic study” in European Marketing Academy (EMAC), 2012, Lisbonne, Portugal
2012 Communications in an Academical or Professional conference ERRAJAA, K., F.-Z. BENMOUSSA , B. MAYNADIER, L. MAUBISSON, “ExpĂ©rience sensible de consommation : cas du cafĂ© Nespresso” in Congrès International de l’Association ąó°ů˛ą˛Ô粹ľ±˛őe de Marketing, 2012, Le Mans, France
2010 Communications in an Academical or Professional conference ERRAJAA, K., F.-Z. BENMOUSSA , L. MAUBISSON, B. MAYNADIER, “L’expĂ©rience sensible de consommation de la marque : bien plus que du cafĂ©” in JournĂ©es de Recherche en Marketing de Bourgogne (JRMB), 2010, Dijon, France
2008 Communications in an Academical or Professional conference ERRAJAA, K., A. BONNEFONT, “CrĂ©ation de senteurs spĂ©cifiques Ă  des univers d’achat, incidences sur le comportement du chaland au point de vente : ExpĂ©rimentation qualitative (cas Leroy Merlin)” in JournĂ©es de Recherche en Marketing de Bourgogne (JRMB), 2008, Dijon, France
2008 Communications in an Academical or Professional conference ERRAJAA, K., N. BEN DAHMANE , “RĂ©flexion sur les effets du design olfactif des espaces commerciaux sur le comportement et les expĂ©riences du consommateur” in Administrative Sciences Association of Canada (ASAC), 2008, Halifax
2007 Communications in an Academical or Professional conference ERRAJAA, K., N. BEN DAHMANE , “Effets du design olfactif des lieux de vente sur les rĂ©ponses affectives, cognitives et comportementales du consommateur : Ă©tude interculturelle et comparaison entre la Tunisie et la France” in Congrès International de l’Association Tunisienne de Marketing (ATM), 2007, Tunis, Tunisia
2007 Communications in an Academical or Professional conference ERRAJAA, K., “Utilisation des stimuli olfactifs et du design physique dans les lieux de vente : quelles consĂ©quences sur les rĂ©actions du consommateur” in Congrès de l’Association ąó°ů˛ą˛Ô粹ľ±˛őe de Marketing, 2007, Aix-Lès-Bains, France
2007 Communications in an Academical or Professional conference ERRAJAA, K., “Marketing sensoriel : enjeux et perspectives” in ConfĂ©rence dĂ©bat Ă  l’UniversitĂ© des Sciences Sociales de Toulouse I, 2007, Toulouse
2006 Communications in an Academical or Professional conference ERRAJAA, K., B. MAYNADIER, “La possibilitĂ© d’une expĂ©rience de consommation : quand la ville devient un espace de consommation festive et symbolique” in JournĂ©es de Recherche en Marketing de Bourgogne (JRMB), 2006, Dijon, France
2006 Communications in an Academical or Professional conference ERRAJAA, K., A. BONNEFONT, “Congruence perçue par le consommateur entre l’ambiance olfactive et les autres variables d’atmosphère du magasin : Ă©tude exploratoire” in JournĂ©es de Recherche en Marketing de Bourgogne, 2006, Dijon, France
2006 Communications in an Academical or Professional conference ERRAJAA, K., B. MAYNADIER, “La culture urbaine et festive : l’expĂ©rience est-elle seulement vĂ©cue ?” in Workshop Arts, Culture et Management en Europe, 2006, Neuchâtel, Switzerland
2006 Communications in an Academical or Professional conference ERRAJAA, K., B. MAYNADIER, “ExpĂ©rience de consommation, citoyennetĂ© et dĂ©mocratie” in ConfĂ©rence Internationale des Dirigeants des institutions d’Enseignement supĂ©rieur et de recherche de Gestion d’Expression ąó°ů˛ą˛Ô粹ľ±˛őe (CIDEGEF), 2006, Douala, Cameroon