Dr Laetitia Mimoun (Module Leader)


Dr Laetitia Mimoun is a lecturer in marketing at Bayes Business School (formerly Cass). She is also Module Leader for the ‘Marketing’ course of our online Global MBA.

Dr Mimoun's research focuses on consumer liminality and liquid lifestyles. She examines consumer identity among consumers who embrace transition, contingency, and uncertainty.

Her secondary research interest relates to technology consumption, particularly in contexts of blurred boundaries and questionable legitimacy.

Areas of expertise

  • Consumer behaviour
  • Digital marketing
  • Marketing
  • Social media

Recent publications

Sobande, F., Mimoun, L. and Torres, L.T. (2020). Soldiers and superheroes needed! Masculine archetypes and constrained bodily commodification in the sperm donation market. Marketing Theory, 20(1), pp. 65–84. doi:10.1177/1470593119847250

Mimoun, L. and Gruen, A. (2020). Homeyness and Domesticity in Work-Related Marketplace ExperiencesAssociation for Consumer Research 17 Oct 2019 – 20 Oct 2019. 

Mimoun, L. and Gruen, A. (2019). The Co-Spectrum: Unpacking Collaborative Workplaces. In Bardhi, F., Belk, R. and Eckhardt, G. (Eds.), The Handbook on the Sharing Economy Edward Elgar Publishing ISBN 978-1-78811-053-2. 

Social profiles

Connect with Dr Mimoun on LinkedIn.

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