Philippe AURIER

Professeur (IAE, Université de Montpellier)


Université de Montpellier, IAE, Bat 27, Place Bataillon
34000 Montpellier

Email : philippe.aurier[a]


  • Co-animateur programme A2P3 – Gouvernance, Stratégies de Marché et Performance Durable du LabEx Entreprendre
  • Directeur Mention MAE et Parcours Chef de Produit – Direction Marketing
  • Editorial Board of Psychology and Marketing (2015-2020)


  • Docteur HEC Paris, 1990
  • HDR UM, 1991 


Philippe Aurier got his  PhD in HEC (France) 1990, under  Pr.Yves Evrard supervision.

He got a Post-Doctoral  position  at University of California at Los-Angeles – Anderson School of Management (USA) under the invitation of Pr. Lee Cooper (1992).

His recent papers deal with consumer loyalty, relationship marketing, brand and brand-line strategies, marketing and brand performance, marketing and finance.

His most important areas of investigation are Agrofood and Cultural Marketing.

Member of the board of LabEx Entreprendre, program “Market strategies and sustainable governance”.



Aurier P. & Mejía V. (2021), The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods, Journal of the Academy of Marketing Science, 49, 1244–1266.

Mejía V., Aurier P., Huaman-Ramirez R. (2021) Disentangling the respective impacts of assortment size and alignability on perceived assortment variety, Journal of Retailing and Consumer Services,

Aurier P., Mejía V. (2020) The interplay of brand-line assortment size and alignability in the sales of brand-lines and line-extensions of frequently purchased products, Journal of Business Research, 118, C, 163-175.

Aurier P. (2019), Marketing and cross fertilization, Introduction to the special issue (as a Guest Editor), Research and Applications in Marketing, 34, 3, 3-6 .

Aurier P., Guintcheva G., Passebois J. (2019) The Decision to Purchase a Bundled Cultural Pass: The Role of Pre-existing Attitudinal and Behavioural Relationships With One Network Member, International Journal of Arts Management, 21, 2, 70-82.

Garcia K., Aurier P., Rodhain A. (2019) Co-creating a wine: a dyadic approach to consumer experiential value and SME value creation, The International Journal of Entrepreneurship and Small Businesses, 36, 3,274-291.

Mussol S. Aurier P. Séré de Lanauze G. (2019) Developing in-store brand strategies and relational expression through sales promotions, Journal of Retailing and Consumer Services, 47, March, 241-250.

Challita S., Aurier Ph. and Sentis P. (2019), “Linking ownership structure and branding strategy to financial performance and stability: case of French wine cooperatives”, The International Journal of Entrepreneurship and Small Businesses,. 36, 3, 292-307.

Masson J. and P. Aurier (2017), Modifying wine alcohol content: sensory and non-sensory impacts on quantities consumed, International Journal of Entrepreneurship and Small Business.

Rodhain A. et Aurier P. (2016), The Child-Brand Relationship: Social Interactions Matter, Journal of Product and Brand Management, vol.1, n°25, p. 84-97.

Masson J. et Aurier P. (2015), Should it be Told or Tasted? Impact of Sensory vs. Non-Sensory Cues on the Categorization of Low-Alcohol Wines, Journal of Wine Economics , 10, 1, 47-61.

Aurier P.  et Mejía V.(2015), Gamme de produits et fidélisation des consommateurs dans les catégories d’achat fréquent : Proposition d’un cadre conceptuel et d’un modèle diagnostic Décisions Marketing , 78, 95-112.

Aurier Ph. et Guintcheva G. (2014). Using Affect-Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction, Psychology and Marketing, 31, 10, 900–913.

Aurier Ph. et Guintcheva G. (2014), The Dynamics of Emotions in Movie Consumption: A Spectator-Centered Approach, International Journal of Arts Management, 17, 2, 5-18.

Aurier Ph et Broz-Giroux A. (2014), Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents, Marketing Letters, 25, 2, 193-206.

Aurier Ph. et Mejía V. (2014), Multivariate Logit and Probit models for simultaneous purchases: Presentation, uses, appeal and limitations, Recherche et Applications en Marketing, 29, 2, 79 – 98.

Aurier P. et Sirieix L. (2013), Introduction au cahier spécial « Le Marketing dans le secteur agroalimentaire » ; Management et Avenir, 64, septembre, 118-119.

Aurier Ph et G. Séré De Lanauze (2012), Impacts of Perceived Brand Relationship Orientation on Brand Relationship Quality and Attitudinal Loyalty:  An application to Strong Brands in the Frequently Purchased Packaged Goods Sector,  European Journal of Marketing  , 46, 11-12.

Aurier Ph et G. Séré De Lanauze (2011), Impacts of In-Store Manufacturer Brand Expression on Perceived Value, Relationship Quality and Attitudinal Loyalty, International Journal on Retail and Distribution Management , 39 11, 810 – 835.

Aurier Ph et N’Goala G. (2010), The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development, Journal of the Academy of Marketing Science, 38, 3, 303-325.


TEACHING at University of Montpellier, School of Management

Strategic Marketing, Consumer Behavior, Marketing Diagnosis and Market Studies, Marketing Models, Statistical Methods.

Head of the Master “Product Manager”.


  • Journée annuelle du Marketing Agroalimentaire à Montpellier, labélisée Journée thématique de l’AFM, depuis 2005.