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François Carrillat

Professor,  Department of Marketing

François Carrillat

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email : francois.carrillat@hec.ca
Phone : 514 340-6660
Secretary: 514 340-6413
Fax : 514 340-5631
Office : n/a


  • Ph. D. (Marketing), University of South Florida
  • M. Sc. (Marketing), Université Aix-Marseille III
  • B. Sc. (Marketing and Entrepreneurship), Université de Savoie-IUT/MSG


  • Consumer behaviour
  • Electronic word-of-mouth
  • On-line advertising
  • Entertainment Marketing (sponsorships, celebrity endorsements, cinema)
  • Branding
  • Corporate Social Responsibility (CSR)
  • Meta-analysis
  • Experimental design

This publication selection covers the last five years.


Journal articles (16)

BELLI, Alex, CARRILLAT, François, ZLATEVSKA, Natalina, COWLEY, Elizabeth; « The Wellbeing Implications of Maximizing: A Conceptual Framework and Meta-Analysis », Journal of Consumer Psychology, 2022 (status : in press).

MELNYK, Vladimir, CARRILLAT, François, MELNYK, Valentyna; « The Influence of Social Norms on Consumer Behavior: A Meta-Analysis », Journal of Marketing, vol. 86, no 3, 2022, p. 98-120.

BELLI, Alex, O'ROURKE, Anne-Maree, CARRILLAT, François, PUPOVAC, Ljubomir, MELNYK, Valentyna, NAPOLOVA, Ekaterina; « 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis », Journal of the Academy of Marketing Science, vol. 50, no 1, 2022, p. 147-173.

O'ROURKE, Anne-Maree, CARRILLAT, François, WANG, Paul; « Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position », Journal of Marketing Management, vol. 38, no 3-4, 2022, p. 369-397.

PUPOVAC, Ljubomir, CARRILLAT, François, MICHAYLUK, David; « Slicing vs chunking product-harm crisis: antecedents and firm performance implications », European Journal of Marketing, 2022 (status : online).

RAO-HILL, Sally, CARRILLAT, François; « Getting some of that personality: There is an app for that! », Journal of Consumer Behaviour, vol. 20, no 4, 2021, p. 871-883.

MAZODIER, Marc, CARRILLAT, François, SHERMAN, Claire, PLEWA, Carolin; « Can donations be too little or too much? », European Journal of Marketing, vol. 55, no 1, 2020, p. 271-296.

D'ASTOUS, Alain, CARRILLAT, François, PRZYBYSZ, Audrey; « Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation », International Journal of Advertising, vol. 39, no 4, 2020, p. 504-522.

GEBHARDT, Gary, CARRILLAT, François, RIGGLE, Robert J., LOCANDER, William B.; « A Market-Based Procedure for Assessing and Improving Content Validity », Customer Needs and Solutions, vol. 7, no 1-2, 2020, p. 19-41.

CARRILLAT, François, O'ROURKE, Anne-Maree, PLOURDE, Catherine; « Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial », Journal of Marketing Management, vol. 35, no 13-14, 2019, p. 1193-1213.

CARRILLAT, François, GROHS, Reinhard; « Can a replacing sponsor benefit? Consumer responses toward a new sponsor in the context of a sponsorship change », European Journal of Marketing, vol. 53, no 12, 2019, p. 2481-2500.

CHANEY, Damien, CARRILLAT, François, ZOUARI, Abir; « Uncovering institutional orientation as a new strategic orientation in industrial marketing », Industrial Marketing Management, vol. 80, 2019, p. 242-250.

CARRILLAT, François, ILICIC, Jasmina; « The Celebrity Capital Life Cycle: A Framework for Future Research Directions on Celebrity Endorsement », Journal of Advertising, vol. 48, no 1, 2019, p. 61-71.

CARRILLAT, François, LEGOUX, Renaud, HADIDA, Allègre; « Debates and assumptions about motion picture performance: a meta-analysis », Journal of the Academy of Marketing Science, vol. 46, no 2, 2018, p. 273-299.

BOEUF, Benjamin, CARRILLAT, François, D'ASTOUS, Alain; « Interference effects in competitive sponsorship clutter », Psychology & Marketing, vol. 35, no 12, 2018, p. 968-979.

PURMEHDI, Mostafa, LEGOUX, Renaud, CARRILLAT, François, SÉNÉCAL, Sylvain; « The Effectiveness of Warning Labels for Consumers: A Meta-Analytic Investigation into Their Underlying Process and Contingencies », Journal of Public Policy & Marketing, vol. 36, no 1, 2017, p. 36-53.

This selection of supervision activities covers the last five years.


Supervised project supervision – MSc in Management (1)

In codirection with : D'ASTOUS, Alain
Impact des scandales sportifs et de marques sur l'attitude des consommateurs envers la marque et l'intention d'achat en situation de commandite et d'endossement , by Ilyas Lmokhtari
October 2017

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