Franck Vigneron

Franck Vigneron is a Professor at California State University, Northridge, and serves as Director of the Wells Fargo Center for Small Business & Entrepreneurship. His research focuses on luxury branding and luxury entrepreneurship. He received his Ph.D. from the University of Sydney in 1998, following a Master of Science in Marketing from the University of Stirling, Scotland (1994). He earned two bachelor’s degrees from institutions in Grenoble, France (1993) and Zurich, Switzerland (1992). Since 1993, Professor Vigneron has been a pioneer in the field of luxury branding and is among the most widely cited academics worldwide on this topic. His work has received international recognition, including the Best Paper of the Decade award from the Academy of Marketing Science and Best Business Book of the Year from the Paris (France) Chamber of Commerce. His research has been published in leading academic journals such as the Journal of the Academy of Marketing Science, Journal of Business Research, Psychology & Marketing, and the Journal of International Marketing. In parallel with his academic career, he has been an active practitioner since 1993, working with international luxury brands and major consulting firms. Since 2007, Prof. Vigneron has been the director of the Wells Fargo Center for Small Business &Entrepreneurship, a business center endorsed by Wells Fargo that provides business consulting services by students under faculty supervision.

Education

  • Ph.D. 1998, University of Sydney
  • M.S. 1994, University of Stirling
  • B.A. 1993, Grenoble University
  • B.A. 1992, Zurich University

Areas of Expertise/Research

  • Marketing
  • Luxury Marketing
  • Consumer Behavior
  • Branding and Marketing Consulting

Selected Publications

  • Tafani, Eric, Franck Vigneron, Audrey Azoulay, Sandrine Crener, and Abdul Zahid (2024), "The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers," Journal of International Marketing, 32 (4), 58-80.
  • Pham, Mélanie, Pierre Valette-Florence, and Franck Vigneron (2018), "Luxury Brand Desirability and Fashion Equity: The Joint Moderating Effect on Consumers' Commitment towards Luxury Brands”, Psychology & Marketing, 35 (December), 1-11.
  • Roux, Elyette, Eric Tafani, and Franck Vigneron (2017), "Values Associated with Luxury Brand Consumption and the Role of Gender", Journal of Business Research, 71 (1), 102-113.
  • Vigneron, Franck, and Lester W. Johnson (2004), “Measuring Brand Luxury Perceptions, “Journal of Brand Management, 11 (6), 484-508.
  • Vigneron, Franck and Lester W. Johnson (1999), “A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior,” Academy of Marketing Science Review, 3 (1), 1-15.

Honors and Awards

  • 2019: Winner of the 2019 Nazarian College Graduate Faculty Research Award.
  • 2018: Winner of the 2018 Nazarian College Faculty Research Award.
  • 2018: Ranked 28th in the world for best innovator in the industry by The Spirit Business Magazine (Top 50).
  • 2017: Best Conference Paper at The Mystique of Luxury Brands Conference, Seoul, South Korea.
  • 2016: Lifetime Scholarly Achievement Award, CSUN and Nazarian College of Business &Economics.
  • 2015: Best Business Book of the Year (63rd edition) from the Paris Chamber of Commerce (Estd. 1803).
  • 2007: Best Published Paper of the Decade (from 1997 to 2007) from the Academy of Marketing Science.