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Sonja Prokopec

Dr. Sonja Prokopec is the ESSEC LVMH Chaired Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Her research explores consumer judgment and decision-making and understanding the factors that affect perceptions of luxury brands. Her research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing among others and a variety of media including the Huffington Post, the Business of Fashion and the Business Times Singapore. She also advises companies from the luxury and automotive industry in regards to consumer behavior trends, consumer research and marketing and brand management issues. She received her PhD in Marketing from University of Houston in 2007.

THEIR CONTRIBUTIONS

Innovation

Tiffany x LVMH: How will the crown jewel regain its sparkle?

by Sonja Prokopec

Tiffany's has lost its luster in recent years - can its acquisition by LVMH help it regain its sparkle?

Leadership

To do or not to do: How to set more ambitious goals

by Sonja Prokopec

Across a variety of contexts, individuals are more ambitious when their focal decision is inconsistent with goal achievement.

Strategy

How numbers and negative feelings impact our self-control

by Sonja Prokopec

Here, Dr. Sonja Prokopec discusses her recent research on how cost information can impact self-control.

Strategy

Luxury for less?

by Sonja Prokopec

Professor Sonja Prokopec looks at how high-end brands distance themselves from the Black Friday bargain bins.

Strategy

Experience Required: Luxury Marketing for a New Era

by Sonja Prokopec

As consumers spend less money on things, and more on having experiences, luxury brands in particular face a critical challenge. Sonja Prokopec, professor of marketing at ESSEC and ESSEC LVMH Chaired Professor, elaborates on the three keys to experiential marketing in the luxury industry.

Innovation

The US Elections and celebrities: The ultimate trump(ed) card?

by Sonja Prokopec

Sonja Prokopec, Professor of Marketing at ESSEC Business School and internationally-renowned expert in consumer behavior and luxury branding, takes us into the marketing world of celebrity endorsement and voter reaction from a consumer perspective.