Introducing the FUS Faculty: Noel Albert

Associate Professor, Marketing

Ph.D. in Marketing, University of Grenoble, France

Office: Kaletsch Campus, Office 2
Email: nalbert@fus.edu

Noel Albert holds a PhD in Marketing from the University of Grenoble, France. He is currently an Associate Professor of Marketing at Franklin University Switzerland. Prior Joining FUS, Noel Albert was a marketing professor at Kedge Business School (Marseille) and at the School Management of Sherbrook (Canada). From 2016 to 2020, he was a visiting scholar at Ivey Business School (Ontario, Canada). Since 2011, he has also been a visiting lecturer at Renmin University (Suzhou, China), and in 2024, at the Central Academy of Fine Arts (Shanghai, China).

His research focuses on the relationships (particularly affective and emotional) that consumers develop with different marketing entities (brand, service, celebrity, artificial intelligence, etc.). The objective is to understand how consumers’ affective states influence their behavior, thoughts, interactions and loyalty towards brands. His work has been published in journal such as Journal of Consumer Research, Journal of Business Ethics, Journal of Business Research, Journal of the Association for Consumer Research, Journal of Brand Management, Recherche & Applications in Marketing (French leading marketing journal), etc.

2025-2026 Courses

BUS 136	Marketing in a Global Context	FALL 2025
This course is an introduction to the tools and concepts used in the marketing process for consumer and industrial products as well as for services. The focus is on the basic marketing concepts (product, place, price, promotion) as they relate to the field of global marketing. Emphasis is placed on the increasingly important role of interdisciplinary tools to analyze economic, cultural and structural differences across international markets. Specific consideration is given to the development of integrated marketing programs for a complex, global environment.
BUS 256	Marketing Research Methods	FALL 2025
This course introduces students to the most common qualitative and quantitative techniques for conducting market research with an emphasis on their application. The definition of market research problems, the set-up of research plans, and the subsequent data collection and analysis are illustrated and applied by means of real world projects. Students are required to implement, in groups, the skills covered in class, and to prepare a final research report to discuss and present in class.
BUS 383	Digital Marketing and Web Analytics	FALL 2025
This course focuses on how Internet technology and its pervasiveness shapes the most common business and marketing practices today. This course outlines the impact of the digital revolution and how it has transformed decision-making processes in marketing including the development of relationships with clients, delivering the customer experience, the implementation of a communication campaign, and the evaluation of channel performances. Through discussion of cases and lectures, the course will provide students with the tools to interpret and forecast the ever-shifting digital environment for companies.

Publications:

Albert N. & Thomson, M. Epistemological jingle/jangle Fallacies in the consumer-brand relationship subfield: a call to action, Journal of Consumer Research, 51(2), 383-407.
Ambroise L. & Albert, N. (2020). Celebrity endorsement: conceptual clarification, critical review, and future research perspectives, Recherche et Applications en Marketing, 35 (2), 97-122.
Ashraf, R., Albert, N., & Merunka, D. (2020). Consumer involvement with corporate ads versus product ads: A cross-national study. Asia Pacific Journal of Marketing and Logistics, 32 (2), 322-342.
Ramirez, R., Albert, N., & Merunka, D. (2019). Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism, European Business Review, 31(6), 926-946.
Albert, N., and Thomson, M. (2018). A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations, and Identify Future Research Priorities. Journal of the Association for Consumer Research, 3(2), 130-146.
Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?. Journal of Business Research, 81, 96-106.
Hahn, T., & Albert, N. (2017). Strong reciprocity in consumer boycotts. Journal of Business Ethics, 145(3), 509-524.
Albert, N. (2014). Le sentiment d'amour pour une marque: déterminants et pertinence managériale. Management Avenir, (6), 71-89.
Ambroise, L., Pantin-Sohier, G., Valette-Florence, P., & Albert, N. (2014). From endorsement to celebrity co-branding: Personality transfer. Journal of Brand Management, 21(4), 273-285.
Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904-909.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Albert, N., & Valette-Florence, P. (2010). Measuring the love feeling for a brand using interpersonal love items. Journal of Marketing development and Competitiveness, 5(1), 57-63.
Albert, N., & Valette-Florence, P. (2010). L'amour d'un consommateur pour une marque: dimensions exploratoires. Marche et organisations, (2), 115-145.
Albert, N., Merunka, D., & Valette-Florence, P. (2010). Développement et validation de deux nouvelles échelles de mesure de l'amour pour une marque. Innovations, (1), 109-129.
Albert, N., Merunka, D., & Valette-Florence, P. (2009). The feeling of love toward a brand: Concept and measurement. ACR North American Advances.
Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business research, 61(10), 1062-1075.