Marc Mazodier

Professor of Marketing, Department Chair, and Khalaf Al Habtoor Chair in Business Sciences

Marc Mazodier is Professor of Marketing and Khalaf Al Habtoor Chair in Business Sciences. Prof. Marc Mazodier worked as Assistant and Associate Professor in several institutions in France, Australia, China and Hong Kong. He holds degrees from the University of Paris 9 Dauphine (BA) and IAE Aix – Graduate School of Management (EQUIS accredited), Aix en Provence (MS and Ph.D.) in France. Current areas of research are advertising, sponsorship, ambush marketing, and implicit attitudes.

His research has been published in the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, Psychology & Marketing, and other journals. He was the 13th Most Research-Active Marketing Scholar in Asia between 2011 and 2016 (Chung, 2017).

Dr. Marc Mazodier is on the editorial board of the Journal of Advertising Research, International Journal of Advertising and European Journal of Marketing.



Abu Dhabi - Khalifa City, FF1-2-016


971 2 599 3319

Teaching Areas

Marketing management, Brand management, Market research, Marketing communication strategies.

Research and Professional Activities

Academic Journal Publications

Henderson, C., M. Mazodier, and A. Sundar (2019), “The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance,” Journal of Marketing, 83, 3, 50-71.

Mazodier M., C. Henderson, and J. Beck (2018), “The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance,” Journal of Marketing, 82, 6, 28-48.

Mazodier M., A.M. Corsi and P. Quester (2018), “Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?,” Journal of Advertising Research, 58, 3,  268-281.

O. Trendel, M. Mazodier, and K. Vohs (2018), “Making Warnings About Misleading Advertising and Product Recalls More Effective: An Implicit Attitude Perspective,” Journal of Marketing Research, 55, 2, 265-276.

Plewa, C., F. Carrillat, M. Mazodier, and P. Quester (2016), “Which Sport Sponsorships Most Impact Sponsor CSR Image?,” European Journal of Marketing, 50, 5/6,  796-815.

Prendergast, G.P., Paliwal, A., and M. Mazodier (2016), “The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral image Transfer Among Sponsors and Events,” Journal of Advertising Research, June, 132-135.

R. Lee and M. Mazodier (2015), “The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach,” European Journal of Marketing, 49, 5/6, 919-942.

Mazodier M. and P. Quester (2014), “The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach,” International Journal of Research in Marketing, 31, 1, 16-29 (on the 2014 MSI Reading List

Mazodier M. and P. Quester (2014), “Leveraging Sport Events over Time: a Comparison of Sponsorship and Sport Event Advertising,” International Journal of Research in Marketing, 31, 1, 33-34.

Mazodier M. and D. Merunka (2014), “Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products,” Journal of Business Research, 67, 7, 1552-1558.

Quester P., C. Plewa, K. Palmer, and M. Mazodier (2013), “Determinants of the Community-based Sponsorship Impact on Self-Congruity,” Psychology & Marketing, 30, 11, 996-1007.

Mazodier M. and A. Rezaee (2013), “Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges,” Journal of the Academy of Marketing Science, 41, 5, 586-600.

Mazodier M. and D. Merunka (2012), “Achieving Brand Loyalty through Sponsorship: The Role of Fit and Self-congruity,” Journal of the Academy of Marketing Science, 40, 6, 807-820.

Mazodier M., Quester P. and Chandon J-L. (2012), “Unmasking the Ambushers: Conceptual Framework and Empirical Evidence,” European Journal of Marketing, 46, 1/2, 192-214.

Mazodier M. and Quester P. (2010), “The Effects of Ambush Marketing Disclosure on Attitudes towards the Ambusher’s Brand,” Recherche et Applications en Marketing, 25, 2, 51-68.

Mazodier M. and P. Quester (2009), “The Fight Against Ambush Marketing,” Gestion: Revue Internationale de Gestion, 34, 1, 37-44.

Mazodier M. and P. Quester (2008), “The Effectiveness of Ambush Marketing: a Theoretical Framework,” Revue Française de Marketing, 217, 63-75.

Mazodier M. (2008), “An Exploratory Study of Public Attitudes towards the Ambush Marketing Disclosure,” Revue Européenne du Management du Sport, 23.

Mazodier M. and J-L. Chandon (2005), “Gender, Age and Group Norms Moderate the Impact of Sport Sponsorship on Awareness, Attitudes and Intentions to Buy,” Revue Sciences de Gestion, 48, 65-87.

Book Chapters and Practitioner Journal Articles

Mazodier M. (2016), “The Question of Sponsorship Effectiveness,” in Making a Difference Through Marketing, Jodie Conduit and Carolin Plewa, eds., pp. 3-12, Springer.

Mazodier M., C. Plewa, K. Palmer, and P. Quester (2016), “Grassroots Sports: Achieving Corporate Social Responsibility through Sponsorship,” in Routledge Handbook of Sports Marketing, Simon Chadwick, Nicolas Chavanat and Michel Desbordes, eds., pp. 317-326 Routledge Publications Ltd.

Mazodier M. (2012), “Ambush Marketing: Innovative or Immoral?,” in Events Management: an International Approach, Nicole Ferdinand and Paul Kitchin, eds., pp. 214-232, SAGE Publications Ltd.

Mazodier M. (2011), “The Questioning of Public Subsidy to Professional Sport Clubs,” Décisions Marketing – Tribunes de DM, Tribune « A propos », 64, October-December, 83-85.

Mazodier M. (2011), “Welcome to London 2012! How the French Olympic Committee protects and values Olympic sponsorship?,” Décisions Marketing – Tribunes de DM, Tribune « Managers », 64, October-December, 79-81.

Sponsorship, advertising, implicit attitudes, learning of brand associations.

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