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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., ZAMAN M., HOSANY S., BALUSSEAU V., (2026). The effectiveness of AI-generated images in tourism advertising: Between marketing performance and ethical acceptability.
International Marketing Trends Conference
KURTALIQI F., MIFSUD M., (2025). Gouverner par la vérité : Les stratégies alèthurgiques des influenceurs santé et leur impact sur leurs audiences.
41ème Congrès International de l'AFM, 14-16 Mai
KURTALIQI F., ZAMAN M., HOSANY S., BALUSSEAU V., (2025). IA générative et publicité digitale : perceptions, efficacité et enjeux de confiance dans la publicité touristique..
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.
AMS 49th Annual Conference
LIYANAARACHCHI G., KURTALIQI F., VIGLIA G., (2024). Managing ethical and pragmatic tensions with virtual reality: Introducing the virtue value spectrum.
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.
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.
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 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.
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.
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.
International Marketing Trends Conference, 1-8
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.
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..
KURTALIQI F., (2017). La valeur d’usage du smartphone au point de vente.
KURTALIQI F., (2016). L’impact des objets connectés sur l’expérience d’achat du consommateur au point de vente.
Press articles
JOUNY-RIVIER E., KURTALIQI F., JOUNY-RIVIER J., (2025). Et si vos salariés devenaient vos meilleurs alliés pour innover ?.
The Conversation, (16 juin)
ROUX M., KURTALIQI F., (2024). Les effets ambivalents de la « mindfulness » en entreprise.
The Conversation, . (18 février 2024), .
ROUX M., KURTALIQI F., (2024). Workplace Mindfulness: Unforeseen Effects for Companies.
The European Business Review, (June 23)
ROUX M., KURTALIQI F., (2024). La mindfulness a-t-elle sa place en entreprise ?.
Htag Magazine, (Juillet-Août N°14)
KURTALIQI F., ZAMAN M., SOHIER R., (2022). Malgré les critiques, l’application TousAntiCovid a contribué à rassurer la population.
The Conversation, . (.), .
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