Alexandre SCHWOB
Research Active Faculty - Associate Professor
-
Pôle
Marketing Academic Department -
Domaines d'enseignement
Introduction to Marketing, Market Research, Consumer Behaviour, International Marketing, Services Marketing, Strategic Marketing, Digital Marketing , Customer Relationship Management -
Campus
La Rochelle -
Langue(s) parlée(s)
French, English -
Domaines de recherche
Digital Transformation and its Impact on Consumers, Organisations and Society, Influence of Technology and Market Forces on Consumerism
Biographie
Following a Doctorate in Marketing, in 2011, from HEC Paris, Dr Alexandre Schwob had two international professional experiences: the first in Finland at Aalto University (Helsinki), the second in Scotland at Abertay University (Dundee), where he headed up a Bachelor programme in Marketing and Business. He then joined Excelia Business School in 2019, as an Associate Professor. His passion for marketing is due to its dynamism and its ability to cast light on the understanding of social and societal change.
His research work explains the ways in which Information and Communication Technology is transforming individuals and society. The aim is to rethink the understanding of phenomena widely discussed in current literature, be it from the point of view of the individual consumer, the employee (understanding identity issues, issues of resilience or resistance etc.) or the organisation (through retail practices, brands or the search for quality of life at work etc.). With his students, beyond the simple transmission of pertinent skills for their future careers as managers (knowledge, savoir-faire and interpersonal skills), Dr Schwob seeks to share his enthusiasm, and to constantly have a better understanding of the world in which we live, and thereby be able to act with wisdom and intelligence.
2011
Ph.D. in Marketing, HEC, France
2006
MSc in Research in Marketing and Strategy, Paris-Dauphine University
2002
Master in Management, Audencia , France
2023-2024
Head of Tourism research area, Excelia, La Rochelle, France
2019-2023
Deputy Head, Marketing Department, Excelia, La Rochelle, France
2019
Research Active Faculty - Associate Professor, Excelia, La Rochelle, France
2017-2018
Programme leader BA (Hons) Marketing and Business, Abertay University, Dundee, Scotland, , United Kingdom
2015-2018
Lecturer in Marketing, Abertay University, Dundee, Scotland, , United Kingdom
2011-2015
Assistant Professor in Marketing, Aalto University, Helsinki, , Finland
Journal articles
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2026). Dynamic personal privacy norms in hospitality: Learning from digital visibility and bystanders’ reactance in livestreamed restaurants. Journal of Hospitality and Tourism Management.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA , E. (2024). SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm. Journal of Retailing and Consumer Services.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2024). Understanding and harnessing the potential of front-line employees’ self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship, 39 (4), 433-456. doi:10.1080/09647775.2022.2111334.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA, E. (2024). SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm. Journal of Retailing and Consumer Services, 76, 103589. doi:10.1016/j.jretconser.2023.103589.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., LEPAIH, V. (2024). Consumers’ perceived value of Social IoT based online community: investigating social awareness processes surrounding smart kitchen robot appliances. Behavior and Information Technology, 43 (13), 3071-3090. doi:10.1080/0144929X.2023.2270713.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., KEMARI, S. (2024). Food choice and the epistemic value of the consumption of recommender systems: the case of Yuka’s perceived value in France. Behavior and Information Technology, 43 (7), 1381-1400. doi:10.1080/0144929X.2023.2212088.
DE KERVENOAEL, R., SCHWOB, A., HASAN, R., KEMARI, S. (2023). Food choice and the epistemic value of the consumption of recommender systems: the case of Yuka’s perceived value in France. Behaviour and Information Technology.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., LEPAIH, V. (2023). Consumers’ perceived value of Social IoT based online community: investigating social awareness processes surrounding smart kitchen robot appliances. Behaviour and Information Technology.
SCHWOB, A., JOUAN DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2023). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms.. Information Technology & People, 36 (2), pp. 940-965.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., VO-THANH, T. (2022). Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms. Information Technology and People. doi:10.1108/ITP-09-2020-0635.
SCHWOB, A., DE KERVENOAEL, R., KIROVA, V., SIM, Y. S. (2022). Understanding and Harnessing the potential of front-line employees' self-governance in technologised museums and theme parks: insights from a qualitative study. Museum Management and Curatorship.
DE KERVENOAEL, R., SCHWOB, A., CHANDRA, C. (2020). E-retailers and the engagement of delivery workers in urban last-mile delivery for sustainable logistics value creation. leveraging legitimate concerns under time-based marketing promise. Journal of Retailing and Consumer Services, 54. doi:https://doi.org/10.1016/j.jretconser.2019.102016.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., GOH, E. (2020). Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots. Tourism Management, 78. doi:https://doi.org/10.1016/j.tourman.2019.104042.
DE KERVENOAEL, R., SCHWOB, A., MANSON, I. T., RATANA, C. (2020). Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand. Asian Business & Management. doi:10.1057/s41291-020-00141-z.
KERVENOAEL, R., SCHWOB, A., HASAN, R., TING, Y. S. (2020). Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore. Journal of Consumer Behaviour. doi:10.1002/cb.1884.
SCHWOB, A., AVRAMENKO, A., BRODIE, A., ARROTEIA, N. (2020). Technologized Situated Partnering Practice: Leveraging Interobjective Representations of Technology in Use and Its Transformative Effects in Business Education. Journal of International Business Education, ONLINE.
JOUAN DE KERVENOAEL, R., HASAN, R., SCHWOB, A., GOH, E. (2020). Leveraging Human-Robot Interaction in Hospitality Services: Incorporating the Role of Perceived Value, Empathy, and Information Sharing into Visitors' Intentions to Use Social Robots. Tourism Management, 78. doi:10.1016/j.tourman.2019.104042.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., TING, Y. S. (2020). Consumers' perceived value of healthier eating: A SEM analysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore.. Journal of Consumer Behaviour, 20 (3), 550-563. doi:10.1002/cb.1884.
JOUAN DE KERVENOAEL, R., SCHWOB, A., MANSON, I. T., RATANA, C. (2020). Business-to-business and self-governance practice in the digital knowledge economy: learning from pharmaceutical e-detailing in Thailand. Asian Business & Management, 21 (4), 598-622. doi:10.1057/s41291-020-00141-z.
JOUAN DE KERVENOAEL, R., SCHWOB, A., CHANDRA, C. (2020). E-retailers and the engagement of delivery workers in urban last-mile delivery for sustainable logistics value creation: Leveraging legitimate concerns under time-based marketing promise.. Journal of Retailing and Consumer Services, 54. doi:10.1016/j.jretconser.2019.102016.
DE KERVENOAEL, R., D.BAJDE, A.SCHWOB, "Liquid Retail: Cultural Perspectives on Marketplace Transformation", Consumption, Markets& Culture, 2018, vol. 21, no. 5, pp. 417-422
DE KERVENOAEL, R., A.SCHWOB, M.PALMER, G.SIMMONS, "Smartphone Chronic Gaming Consumption and Positive Coping Practice", Information Technology and People, 2017, vol. 30, no. 2, pp. 503-519
Chapters
PELET, J.-E., ETTIS, S., HAMMAMI, S., SCHWOB, A. (2016). Social Networks and Online Advertising: Should Companies Promote Their Brand Fan Page or Their Brand Website. In Mark D. Groza, Charles B. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment (pp. 549-562). Springer.
SCHWOB, A. (2013). Comprendre la Construction du Soi en Ligne dans sa Complexité par une Approche “Consommation” : l’application de la matérialité de Miller aux expériences des forums de la communauté Jeuxvideo.com. In Alexandre Coutant et Thomas Stenger (Ed.), Identités Numériques. L'Harmattan.
SCHWOB, A., TOYOKI, S., HIETANEN, J., JOHNSEN, R. (2013). Bringing the Body Back into the Study of Time in Consumer Research. (pp. 227-244). Research in Consumer Behavior.
Proceedings from scholarly meetings
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2025). Dynamic personal privacy norms in service retail: Insights from digital visibility and bystanders’ reactance. Colloquium on European Research in Retailing (CERR).
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currency. 40ème congrès international de l'Association Française du Marketing.
KIROVA, V., DE KERVENOAEL, R., SCHWOB, A. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currencies. ACR Conference.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., PSYLLA , E. (2023). SIoT robots and the enhancement of customer experiences in retail: unpacking the drivers of repeat purchase intention. International Research Meeting in Business and Management.
KIROVA, V., DESSAIGNE, E., DE KERVENOAEL, R., SCHWOB, A. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing. IMP Conference. IMP Group 35th annual conference.
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., LEPAIH, V. (2022). ). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. Recent Advances in Retailing and Consumer Services Science.
Papers presented at academic or professional meetings
JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2025). Dynamic personal privacy norms in service retail: Insights from digital visibility and bystanders’ reactance. Colloquium on European Research in Retailing. Jonkoping:
JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: consumers and the legitimacy of local complementary currency.. 40ème Congrès International de l’afm. Paris:
JOUAN DE KERVENOAEL, R., KIROVA, V., SCHWOB, A. (2024). Symbolic territorialisation work: Consumers and the legitimacy of local complementary currencies.. ACR ANNUAL CONFERENCE. Paris:
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R. (2023). SIoT robots and the enhancement of customer experiences in retail: unpacking the drivers of repeat purchase intention.. 12th International Reserach Meeting in Business & Management IRMBAM. Nice:
DESSAIGNE, E., JOUAN DE KERVENOAEL, R., SCHWOB, A., KIROVA, V. (2023). Legitimation work in B2B procurement: Analysing market shaping strategies towards sustainable energy purchasing.. Industrial Marketing and Purchasing IMP2023 Conference. Manchester:
JOUAN DE KERVENOAEL, R., SCHWOB, A., HASAN, R., LEPAIH, V. (2022). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. 28th Recent Advances in Retailing and Consumer Science Conference. Baveno:
SCHWOB, A. (2022). HRI for sustainable relationships between consumers and firms: Examining the perceived value of knowledge community in the case of IoT kitchen robots. 28th International Conference on Recent Advances in Retailing and Consumer Science, Baveno, Italy.
DE KERVENOAEL, R., HASAN, R., SCHWOB, A., MILLET, T. (2019). Seniors and Their small shops: Acknowledging the importance of perceived value and interpersonal factors as antecedents of contactless payment intention. EURAM.
SCHWOB, A., DE KERVENOAEL, R., PALMER, M. (2019). Authenticity work and brand custodians: leveraging interobjective representations for digital advertising. 10th International Research Meeting in Business and Management (IRMBAM).
SCHWOB, A., R.DE KERVENOAEL, Y. S.SIM, "Technologization for Quality-of-Life Marketing: B2C Partnering Practice in Museums" in 3rd International Conference on Marketing, Strategy and Policy, 2018, London, United Kingdom
DE KERVENOAEL, R., I.TORAL, A.SCHWOB, "Salesforce Social Media Engagement in B2B and Positive Coping: Towards Gig Economy" in Academy of Marketing, SIG Symposium, May, 2017, London, United Kingdom
DE KERVENOAEL, R., SCHWOB, A., CHATLADA, R., TOTAL, I. (2016). An Exploration of Employees’ Role in Technologized Participatory Experience Through Socio-Cultural Logics: The Rise of E-Guides in the Attraction Industry. 23rd International Conference on Recent Advances In Retailing And Services Science.
DE KERVENOAEL, R., CHATLADA, R., SCHWOB, A., TORAL, I. (2016). An Exploration of B2B Social Media Practices in an era of Digital Transformation: the Case of the Pharmaceutical Industry in Thailand. 23rd International Conference on Recent Advances In Retailing And Services Science, EIRASS (European Institute Of Retailing And Services Studies), July.
SCHWOB, A., J.-B.WELTE, S.TOYOKI, "Exploring Interobjective Socialization: A Heideggerian Perspective" in 9th CCT conference, June, 2014, Helsinki, Finland
PELET, J.-E., S.ETTIS, S.HAMMAMI, A.SCHWOB, "Social Networks and Online advertising: Should Companies Promote their Brand Fan Page or their Brand Website?" in 17th AMS Conference, 2014, Lima, Peru
Press articles
JOUAN DE KERVENOAEL, R., FORT-RIOCHE, L., SCHWOB, A., KIROVA, V. (2021). Le Bonheur fait vendre. Pour l'éco. France.