Marilyn Giroux

Dr Marilyn Giroux completed her PhD in Marketing at the John Molson Business School, Concordia University in 2016. She presented papers at several prestigious academic conferences in North America and Europe including Association of Consumer Research and American Marketing Association. In addition, Marilyn has several papers already published, accepted and under review in international academic journals. Prior to her academic career, Marilyn had experience in brand management, sales management and sponsorships within the sports marketing industry.

Combining her graduate studies in marketing and her professional experience, Dr Marilyn Giroux is interested in how consumers’ identities influence the development of brand relationships. The emphasis of this research is to examine how brands can influence and strengthen their connections with consumers. Marilyn is particularly interested in the impact of relationship norms and ambivalent emotions in the development of brand relationships. In addition, her other research projects examine sponsorship effectiveness, consumers’ empowerment, retailing, sustainability and the creation and management of human brands.