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Department
Département
Marketing
Teaching areas
Domaine d’enseignement
Marketing fundamentals
Consumer behavior
Research methodology
Statistical data analysis
Brand identity
Research areas
Domaine de recherche
Consumer behavior
Consumer psychology
Digital marketing
Biography
Biographie
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.
Diplomas
Doctorate in Marketing
Université d'Angers, Angers
(2019)
Experiences
Head of Major - Digital Marketing Major (S1)
Audencia Business School, Nantes
2020 - 2022
Publications
Published
LIYANAARACHCHI G., KURTALIQI F., VIGLIA G., FRAU M., (2026). The virtue-value spectrum: Managing ethical and pragmatic tensions in virtual reality retail for consumer wellbeing.
Journal of Business Research, 203 (115810)
DOLNICAR S., VIGLIA G., KURTALIQI F., (2026). Field experiments: Overcoming the limitations of survey experiments for actionable behavioural insights.
Annals of Tourism Research, 116 (104080), 1-15
JOUNY-RIVIER E., JOUNY-RIVIER J., KURTALIQI F., (2025). La co-création interne, un levier pour la satisfaction et la motivation au travail.
Revue Française de Gestion, 51 (320), 45-70
LIYANAARACHCHI G., VIGLIA G., KURTALIQI F., (2024). Privacy in hospitality: Managing biometric and biographic data with immersive technology.
International Journal of Contemporary Hospitality Management, Vol. 36 (No. 11), pp. 3823-3840
KURTALIQI F., LANCELOT MILTGEN C., VIGLIA G., PANTIN-SOHIER G., (2024). Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies.
Journal of Business Research, 172 (February 2024), 114464
LIYANAARACHCHI G., VIGLIA G., KURTALIQI F., (2024). Addressing challenges of digital transformation with modified blockchain.
Technological Forecasting and Social Change, 201 (April 2024), 123254
ROUX M., KURTALIQI F., (2023). La mindfulness, un levier pour un empowerment « conscient » des managers.
Revue Française de Gestion, 49 (310), 89 - 112
KURTALIQI F., ZAMAN M., SOHIER S., (2022). The psychological reassurance effect of mobile tracing apps in Covid-19 Era.
Computers in Human Behavior, 131 (June 2022), Article N° 107210
KURTALIQI F., LANCELOT MILTGEN C., PANTIN-SOHIER G., (2019). Valeur perçue des applications mobiles d’aide à l’achat en magasin : Une approche hybride par les coûts et les bénéfices.
Management et Avenir, Septembre (N°111), pp. 123-144
KURTALIQI, F. (2023). Les applications mobiles d’aide à l’achat : perspectives pour les distributeurs. In Jean-Michel Ledjou, Hanitra Randrianasolo (Eds.) (pp. 131-148). l'Harmattan.
KURTALIQI, F., MIFSUD, M. (2025). Gouverner par la vérité : Les stratégies alèthurgiques des influenceurs santé et leur impact sur leurs audiences. Lille: 41ème Congrès International de l'AFM.
KURTALIQI, F., ZAMAN, M., HOSANY, S., BALUSSEAU, V. (2025). IA générative et publicité digitale : perceptions, efficacité et enjeux de confiance dans la publicité touristique.. 4-5 Septembre , Paris 1 Panthéon Sorbonne. Paris: 24ème Colloque sur le Marketing Digital.
UNTILOV, O., LOMBART, C., LOUIS, D., KURTALIQI, F., CHARTON-VACHET, F. (2024). The Virtual Store: An Omnichannel Solution that's Good for Customers and Great for Retailers. Coral Gables: AMS 49th Annual Conference.
LIYANAARACHCHI, G., KURTALIQI, F., VIGLIA, G. (2024). Managing ethical and pragmatic tensions with virtual reality: Introducing the virtue value spectrum. Zaragoza / Spain. AIRSI The Metaverse Conference .
LOMBART, C., LOUIS, D., KURTALIQI, F., UNTILOV, O., CHARTON-VACHET, F. (2023). Le magasin virtuel : un levier d'amélioration de la relation client. AFM 2023 - Université Bretagne Sud - VANNES. Vannes: 39ème Congrès International de l'AFM.
LOMBART, C., KURTALIQI, F., UNTILOV, O., LOUIS, D., CHARTON-VACHET, F. (2023). Le magasin virtuel : un nouveau canal d’achat générateur de valeur et de bien-être. W3AC 2023 - Panthéon Assas Université. Paris: Web 3 Métavers et Management.
LIYANAARACHCHI , G., VIGLIA, G., KURTALIQI, F. (2023). Managing the challenges of data privacy from biographic to biometric data in hospitality.. AIRSI 2023. AIRSI The Metaverse Conference .
LOMBART, C., UNTILOV, O., KURTALIQI, F., LOUIS, D., CHARTON-VACHET, F. (2023). Le magasin virtuel : une nouvelle étape dans le parcours omnicanal des consommateurs. In . (Ed.), 7-8 Septembre 2023, Université Paris 1 Panthéon-Sorbonne. Paris: 22ème Colloque sur le Marketing Digital.
LOMBART, C., KURTALIQI, F., UNTILOV, O., LOUIS, D., CHARTON-VACHET, F. (2023). Le magasin virtuel : un nouveau canal d'achat générateur de valeur et de bien-être. Colloque Etienne Thil, Tours, France. Tours: 26ème Colloque Etienne Thil.
KURTALIQI, F., TESSIER, C., SOHIER, R., ZAMAN, M. (2021). How does individual's privacy preferences affect ad attitude? The roles of psychological reactance and the degree and frequency of online personalized ads. (pp. 1-8). International Marketing Trends Conference.
KURTALIQI, F., LANCELOT MILTGEN, C., PANTIN-SOHIER, G. (2018). La valeur d'usage des applications mobiles d'aide à l'achat au point de vente. Approche par les coûts et les bénéfices. 4e Journée de Recherche en Marketing du Grand Est, Mars, Belgique.
KURTALIQI, F., LANCELOT MILTGEN, C., PANTIN-SOHIER, G. (2018). Proposition d’une échelle de mesure de la valeur d’usage des applications mobiles d’aide à l’achat au point de vente.. 34ème Congrès international de l’Association Française du Marketing, Strasbourg, Mai.
KURTALIQI, F. (2017). La valeur d’usage du smartphone au point de vente., Workshop Marketing et Usages à l’Ère Digitale, Audencia, France.
KURTALIQI, F. (2016). L’impact des objets connectés sur l’expérience d’achat du consommateur au point de vente., 19e Colloque international Etienne Thil, Septembre, France..
Press articles
Scientific activities
Reviewer for an academic journal
Journal of Consumer Marketing (ABS 1)
2024
International Journal of Retail and Distribution Management (ABS 2)
2024
Journal of Hospitality and Tourism Management (ABS 1)
2024
Information & Management (ABS 3)
2024
Management & Avenir (FNEGE 3)
2024
International Journal of Contemporary Hospitality Management (ABS 3)
2023
Journal of Decision Systems (ABS 1)
2023
Behavior and Information Technology (ABS 2)
2022