Laetitia Mimoun is a Lecturer in Marketing at Cass Business School, City, University of London. Before joining Cass, Laetitia obtained her PhD in marketing at HEC Paris (France). She also holds an MSc in international marketing from the University of Strathclyde (UK) and a Master in management from Audencia Nantes (France).
Laetitia’s research falls into consumer behaviour, specifically consumer culture theory (CCT), and primarily relies on qualitative methodologies such as interviews, observation, netnography, and projective techniques.
Laetitia's research focuses on consumer liminality and liquid lifestyles. She examines consumer identity among consumers who embrace transition, contingency, and uncertainty. Her secondary research interest relates to technology consumption, particularly in contexts of blurred boundaries and questionable legitimacy.
Laetitia has a broad experience in teaching students on topics including Marketing, Consumer Behavior, Marketing Research, and Global Brand Management. At Cass, she teaches "Fundamentals of Marketing" and " Consumer Behaviour" in the BSc in Business Studies.