Mariem El Euch Maalej is Associate Professor of marketing and responsible of the Bachelor E-Commerce at Paris School of Business. She holds two Master Degrees from Paris 1 Pantheon Sorbonne (2007) and IAE Gustave Eiffel (2006). She received her PhD from Université Paris Est Créteil (2011). Her research focuses on understanding consumer behaviour, his values, representations and his critical point of view about consumption and market practices. She is particularly interested in customer experience, luxury marketing, branding strategies and gastronomy. Her research has been published in ranked academic journals (e.g., Recherche et Applications en Marketing, Décisions Marketing, Management & Avenir etc.) and are presented in international conferences (ACR, EMAC, ICR, Marketing Trends Conference, etc.).