Hamzaoui Essoussi, Leila
- DMS 5143
- 613-562-5800 x 4732
- View Website
- Brand Management and Place Branding
- Consumer Behaviour
- Green/Recycled Products
- International Marketing
- Organic Food Markets
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.
Publications during the last 7 years
Chapters in Books
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.
Spence, M. and Hamzaoui-Essoussi, L. 2010. SME Brand Building and Management: An Exploratory Study. European Journal of Marketing, 44(7-8): 1037-1054.
Hamzaoui-Essoussi, L. and Linton, J.D. 2010. New or Recycled Products: How Much Are Consumers Willing to Pay?. Journal of Consumer Marketing, 27(5): 458-468.
Hamzaoui-Essoussi, L. 2010. Technological Complexity and Country-of-Origin Effects on Binational Product Evaluation: Investigation in an Emerging Market. Journal of Global Marketing, 23(4): 306-320.
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
|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