Stefania Masè

Associate Professor of Marketing and Communication




Campus: Nice



2015: Ph.D., Management and Accounting & Commerce International et Europe

2010: Master’s degree in Advertising and Corporate Communication

2009: Post Graduate Course in International Trade

2007: Professional qualification in dynamic web solutions

  • Biography
  • Selected publications
  • Professional experiences

Stefania Masè was lecturer at the IAE Pau-Bayonne and visiting professor at University of Macerata, Italy. She received a double Ph.D. in Management & Accounting and International Commerce from the University of Macerata (Italy) and Sorbonne University (France).

Her current research interests include art-based management, consumer behavior, luxury goods, and digital marketing. She published in international journals and books and attended several conferences such as the Monaco Symposium on Luxury and the European Marketing Association Conference.

Masè, S. (2020). Art and Business. Perspectives on Art-based Management. International Series in Advanced Management Studies, Springer International Publishing. 10.1007/978-3-030-51769-4.

Masè, S., Cedrola, E., Davino, C., Cohen-Cheminet, G. (2020). Multivariate Statistical Analysis of Artification Effect on Customer-Based Brand Equity in Luxury Brands. International Journal of Arts Management, Vol. 22, Iss. 3, (Spring 2020): 55-66.

Cedrola E., Silchenko K., Masè S. (2019) Arena Water Instinct: Process Innovation Built-in the Company DNA. In: Jin B., Cedrola E. (eds) Process Innovation in the Global Fashion Industry. Palgrave Studies in Practice: Global Fashion Brand Management. Palgrave Pivot, New York.

Masè, S., Cedrola, E., Cohen‐Cheminet, G., Sharma, P. (2019). Art for Marketing, Marketing for the Arts: A 30‐Year‐Long Relationship via the Art‐based management perspective, in Proceedings of the 48th EMAC Annual Conference, May 28-31 2019. Hamburg: EMAC.

Masè, S., Cedrola, E. & Cohen-Cheminet, G. (2018).  “Is Artification Perceived by Consumers of Luxury Products? The Research Relevance of a Customer-Based Brand Equity Model”. Journal of Global Fashion Marketing 9 (3), 223 - 236.

Masè, S. & Cohen-Cheminet, G. (2018). “From Art to Daily Life: Repetto, a Paris-Based Craft Enterprise Growing into a Global Brand Based on Meaning- Driven Innovation.” Ed. by Jin, B. & Cedrola, E. (2018) Fashion Brand Internationalization. Palgrave MacMillan: UK; (ISBN 978-1-137-52348-8).

Masè, S.  & Cedrola, E. (2017). “Louis Vuitton’s Art-Based Strategy to Communicate Exclusivity and Prestige.” Ed. by Jin, B. & Cedrola, E. (2017) Fashion Brand Internationalization. Palgrave MacMillan: UK; (ISBN 978-1-137-52342-6).

Cedrola, E., Cohen-Cheminet, G. & Masè, S. (2017). “Is the artification process perceived by final consumers of luxury products? Results from an experiment based on the application of the Customer-based Brand Equity Model.” Conference SIMktg- GAMMA Joint Symposium, 2017 Global Fashion Management Conference in Vienna.

Masè, S. & Cedrola, E. (2015). “Ar(Re)tailing: Retailers new art galleries?” in J. C. Andreani. Proceedings of the 14th International Congress Marketing Trends; Parigi, ESCP Europe; pp. 1 - 15 (ISBN: 9782953281125);

Cedrola, E., Masè, S. & Cohen-Cheminet, G. (2015). “Le aziende del lusso a sostegno dell’arte: una visione strategica della relazione arte e impresa.” in Società Italiana di Marketing Il Marketing al servizio delle città. Beni culturali e rivitalizzazione urbana; Roma, Società Italiana di Marketing; pp. 1 - 6 (ISBN: 9788890766244);

Cedrola, E. & Masè, S. (2014). “La vocazione territoriale tra approccio sistemico e situazionista: analisi di una collaborazione culture driven tra aziende del made in Italy attraverso il caso del Contratto di Rete Polo Alta Moda Area Vestina“, Il Capitale Culturale, 10; Macerata, EUM; pp. 585 - 612 (ISSN: 2039-2362).

2018: Assistant Professor of Marketing at IPAG Nice, France

2016 - 2018: Lecturer at IAE Bayonne, Pau University, France

2016 – 2018: Contract Professor at University of Macerata, Italy

Research Areas

Marketing, Branding, Art & Business, Consumer Behavior


Teaching Areas

Marketing, International Management, Web Marketing and Brand metrics, Integrated Marketing Communication