BENHISSI Maali

Statut : Assistant Professor

Department: Marketing

Diplomas and specializations : Master’s degree in marketing research; Doctorate in management science (marketing) from the University of Lille

Research fields : Consumer behavior, customer experience, communication, digital marketing

Courses taught : Consumer behavior, customer relationship management, customer experience, communication strategy, direct and digital marketing

Biography:

Maali BENHISSI holds a PhD in Management Sciences from the University of Lille and is currently Assistant Professor of Marketing at EDC Paris Business School. She coordinates several marketing courses, including Consumer Behavior in the Digital Age, Communication Strategy, Customer Engineering and Customer Relationship Management.
Her research focuses on consumer behavior, sustainable consumption, digital marketing and distribution. She has published in several academic journals, including Management & Avenir, European Business Review and Journal of Marketing Management. She is also a regular speaker at major international marketing conferences, including those of the Association Française du Marketing (AFM), the American Marketing Association (AMA) and the European Marketing Academy (EMAC).
In addition to her research work, she actively contributes to teaching by writing case studies and publishing popular science articles in The Conversation France.

Selected publications  

Benhissi, M., Lao, A., 2020. Vers une meilleure compréhension des comportements de report d’achat et d’achat impulsif d’un produit soldé: proposition d’un modèle conceptuel. Management Avenir, 119(5). 87-107

Academic articles
Sánchez Romero, A. M. and Benhissi, M. (2025). The effect of ambivalence and perceived vulnerability on in-store behavior: a cross-sectional study in Tunisia and Colombia. Journal of Marketing Management, 1-38. DOI: 10.1080/0267257X.2025.2464213
Benhissi, M. and Hamouda, M. (2024). Investigating consumers' slow fashion purchase decision: role of lack of information and confusion. European Business Review. DOI : 10.1108/EBR-02-2024-0079
Benhissi, M. and Lao, A. (2020). Towards a better understanding of deferred and impulse buying of sale products: Proposal of a conceptual model. Management & Avenir, 119(5), 87-107. DOI

Conference papers
Benhissi, M. & Lao, A. (2024). The influence of crowd sensation on postponing a visit to a store during a sale period in retail: the role of confusion and comfort decision. 53rd EMAC annual conference, Bucharest.
Romero, A. M. and Benhissi, M. (2023). Shopping in a post COVID-19 context: The effect of perceived vulnerability and feelings of ambivalence on in-store behavior. In Proceedings of the AMA Global Marketing SIG 2023 conference. Santiago, Chile.

Case studies
Benhissi, M. & Sánchez Romero, A. M. (2025). Symphonie du luxe: La relation client chez Louis Vuitton. Centrale des Cas et Médias Pédagogiques (CCMP).
Benhissi, M. & Samhale, K. (2024). Amazon Go: On the digital customer experience. Centrale des Cas et Médias Pédagogiques (CCM).