Professor in the Department of Marketing at HEC Montréal (1999-2020), he received the title of Professor Emeritus in 2025. He has authored or co-authored more than 100 publications in refereed scientific journals. He was elected to the Francophone Division of the RSC's Academy of Social Sciences in recognition of his outstanding contributions to research. His research focuses on 3 main fields: consumer behaviour, marketing communication and country image.