Department
Teaching areas
Research areas
Biography
Fidan KURTALIQI is Associate Professor in Marketing at Audencia Business School. He holds a PhD in Management Sciences from the University of Angers.
His research combines empirical approaches, experiments, PLS-SEM, mixed methods, with critical theoretical frameworks to explore how immersive environments, generative AI, and personal data reshape consumption experiences. His work has been published in the Journal of Business Research, Annals of Tourism Research, Computers in Human Behavior, and other international journals.
In parallel, he is developing a foundational research program on consumer psychology, centered on desire, jouissance, and pleasure, with the ambition of understanding not what consumers want, but what makes them want.
At Audencia, he teaches Marketing Fundamentals, Consumer Behavior, Research Methodology, Statistical Data Analysis, and Brand Identity.