About Lionel SitzI am Associate Professor of Marketing at EMLYON Business School, France. I have previously worked at University Paris XII where I got my Phd in marketing in 2006. I have been invited as guest lecturer in different institutions (Paris I, NEOMA Business School, etc.).
My research is focused on branding, consumer groups and communities and people’s lifestyles. I have published articles on brand communities, qualitative methodologies and regional feelings. I am interested in understanding the various ways people intertwine their lifestyles, using branded products, services as well as digital and material tools.