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Ph.D. Université Rennes 1 / Federal University of Rio Grande do Sul, Brazil – 2011 M.B.A. Universidade Federal do Rio Grande do Sul, Brazil – 2004 Other ESPM, 1996. B.Sc Feevale University, Novo Hamburgo, Brazil – 1994
Consumer Behavior and Services Marketing
Consumer emotions, social media, social norms, and AI
Dr Clara Koetz is an Assistant Professor in the Marketing Department of Rennes School of Business, France. She holds a PhD in marketing from the University of Rennes 1, France, in a double degree with the Federal University of Rio Grande do Sul, Brazil. Her teaching covers areas such as omni-channel consumer behavior, services marketing, and the role of digital technologies in services marketing. Her research focuses on the intersections of consumers, technologies and services, and addresses topics such as consumer emotions, social media, social norms, and AI. Clara’s work has been published in academic journals including the Journal of Business Research, M@n@gement, Managerial and Decision Economics, and the International Journal of Entrepreneurship and Small Business. She has also actively participated in the PhD and DBA programs of Rennes School of Business. Prior to joining academia, she worked for several years in the marketing and communication sectors.
