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Hamzaoui Essoussi, Leila

Hamzaoui Essoussi, Leila

Associate Professor
B.Com. (Institut des Hautes Etudes Commerciales ), M.Sc. (Université d'Aix-Marseille III), Ph.D. (Université d'Aix-Marseille III)
DMS 5143
613-562-5800 x 4732
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Leila Hamzaoui-Essoussi has been a marketing professor since 2004 at the Telfer School of Management. Professor Hamzaoui has also been the director of the Master of Science in Management from 2014 to 2017. Her teaching areas are introduction to marketing, consumer behavior, marketing research and international marketing. She has also previously researched and taught in Canada at HEC Montréal, in France at the ESSEC business school and the Université de Paris XII, and in Tunisia at the IHEC Carthage, the ISET'COM and the Méditerranean School of Business.

Research in International Marketing

Her research focuses on brand management and the effects of one’s country of origin on consumer behaviour in industrialized and emerging countries, and on marketing strategies implemented in these markets. She is especially interested in international branding issues and in multinational production in terms of relocation, product development and communication strategies for companies offering multinational brands.

Research on Consumer Behaviour

Dr. Hamzaoui-Essoussi most recent scholarly activities include qualitative research on consumer perceptions of organic food (OF) and quantitative studies related to consumers' motivations and trust dimensions toward OF. She also studies distribution structures and certification processes and their impact on the development of the organic market. In 2010, she was awarded a major grant by the Social Sciences and Humanities Research Council (SSRHC) to conduct research on the organic food market in Canada and Europe. In 2011, she was awarded a grant by the OMAF/MRA (Ministry of Agriculture and Food/Ministry of Rural Affairs) for assessing the Ontarian market potential and the understanding of, and confidence in, the organic food system. Dr. Hamzaoui-Essoussi also works on issues related to the consumption of other types of sustainable products: recycled and remanufactured products.

Her work was published in journals like Journal of International Food and Agribusiness Marketing, Journal of Retailing and Consumer Services, Journal of Business Research, European Journal of Marketing, International Marketing Review, Journal of Consumer Marketing and Qualitative Market Research: An International Journal. She has made numerous presentations at national and international conferences. She serves as an ad hoc reviewer for numerous journals on a regular basis.

Research Areas
  • Brand Management and Place Branding
  • Consumer Behaviour
  • Green/Recycled Products
  • International Marketing
  • Marketing
  • Organic Food Markets

Publications during the last 7 years

Chapters in Books

  • Papadopoulos, N.G., Hamzaoui-Essoussi, L. and El Banna, A. Enhancing Country Competitiveness for Investment: The Role of Investment Promotion Agencies. In J. Aldas-Manzano and C. Veloutsou. Communicating brands in an increasingly digital environment, Athens Institute for Education and Research . 2nd Australasian ed., Milton: Wiley, 2017.
  • Papadopoulos, N.G., Hamzaoui-Essoussi, L. and Rojas-Mendez, J.I. From Nation to Neighbourhood: Branding and Marketing Places. In Riley, F., Singh J. and Blankson.C.. The Routledge Companion to Brand Management. London and New York: Routledge, 2016.
  • Hamzaoui-Essoussi, L., Papadopoulos, N.G. and El Banna, A. Attracting foreign direct investment: location branding and marketing. In VanDuzer, A. and Gelb, S.. Investment Policy and Promotion: Law, Economics and Policy. Forthcoming, 2016.
  • Hamzaoui-Essoussi, L. and Zahaf, M. The Organic Food Market: Opportunities and Challenges. In Reed, M.. Organic Food and Agriculture / Book 1. InTech, 2012.
  • Hamzaoui-Essoussi, L. and Zahaf, M. Production and Distribution on of Organic Foods: Assessing the Added Values. In Konvalina, P.. Organic Farming and Food Production. InTech, 2012.

Papers in Refereed Journals

  • Papadopoulos, N.G., Hamzaoui-Essoussi, L. and El Banna, A. 2016. Nation Branding for Foreign Direct Investment: A Review and Directions for Research and Strategy. Journal of Product and Brand Management, 15(7): 615-628.
  • El Banna, A., Papadopoulos, N.G. and Hamzaoui-Essoussi, L. 2016. The Role of Investment Promotion Agencies in Nation Branding for Foreign Direct Investment : A Comparative Cross-National Examination. Journal of Euromarketing, 25(3-4): 131-146.
  • Papadopoulos, N.G. and Hamzaoui-Essoussi, L. 2015. Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research. Africa Journal of Management, 1(1): 54-77.
  • Hamzaoui-Essoussi, L. and Linton, J.D. 2014. Offering Branded Remanufactured/Recycled Products: at what price? Journal of Remanufacturing, 4(9).
  • Hamzaoui-Essoussi, L., Sirieix, L. and Zahaf, M. 2013. Trust Orientations in the Organic Food Distribution Channels: A Comparative Study of the Canadian and French Markets. Journal of Retailing and Consumer Services, 20(3): 292-301.
  • Hamzaoui-Essoussi, L. and Zahaf, M. 2012. Canadian Organic Food Consumers' Profile and Their Willingness to Pay Premium Prices. Journal of International Food and Agribusiness Marketing, 24(1): 1-21.
  • Hamzaoui-Essoussi, L., Merunka, D. and Bartikowski, B. 2011. Brand Origin and Country of Manufacture Influences on Brand Equity and the Moderating Role of Brand Typicality. Journal of Business Research, 64(9): 973-978.

Invited Contributions and/or Technical Reports

  • Hamzaoui-Essoussi, L. and Zahaf, M. 2013. "Ontarian organic food market: Assessing the market potential and the understanding of, and confidence in, the organic food system", OMAFRA (Ontario Ministry of Agriculture, Food, and Rural Affairs, n/a.

Funded Research during the last 7 years

Funded Research during the last 7 years
From-To Source Title * ** Role Amount
2015-2016 University-Industry Research Collaboration Award (U-IRCA) Optimizing Nation-City-Corporate-Product Brand Fit for the UAE: The Effects of Consumer Familiarity, Perceived Country Values, and Product Origin on Buyer Behaviour R O Co-PI $ 55,000
2015-2016 Telfer-Sprott Research Fund Investment Promotion Agencies, Nation Branding, Investment Advertising, Location Promotion, Place Marketing, and Other Approaches to Attracting Foreign Investment: Too much, too little, or too confused? R I PI $ 10,000
2011-2012 University of Ottawa Marketing cases writing P I Co-PI $ 12,000
2011-2012 Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) Ontarian Organic Food Market: Assessing the Market Potential and the Understanding of, and Confidence in, the Organic Food System C G PI $ 44,037
2011 University of Ottawa Preparation for Online Publication of French Teaching Material (Case Studies) O I PI $ 19,870
2010-2011 SSHRC Building Trust in Organic Food Products: Crossing Consumers, Distribution and Certification Organizations' Perspectives R C PI $ 70,313

*Purpose = C: Contract (R and D), E: Equipment Grant, R: Research Grant, S: Support Award, P: Pedagogical Grant, O: Other, U: Unknown

**Type= C: Granting Councils, G: Government, F: Foundations, I: UO Internal Funding, O: Other, U: Unknown

Role: PI = Principal Investigator, Co-I = Co-Investigator, Co-PI = Co-Principal Investigator

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