Curriculum vitae

Johnson Guillaume D.

CNRS Researcher


Guillaume Johnson is a tenured research scholar (HDR) in management and marketing at the French National Center for Scientific Research (CNRS) based at Dauphine Recherches en Management (DRM). His research focuses on the sociopolitical dynamics of multicultural marketing with a special emphasis on race. He has explored these issues in France, South Africa, and the United States, and his work has been published in management, marketing and advertising journals such as Consumption Markets & Culture, Journal of Public Policy & Marketing, Journal of Advertising and Journal of Business Research. He is one of the editors of Marronnages: Race & Social Sciences and serves on the Editorial Review Board the International Journal of Advertising. He is co-founder and co-organizer of the Race in the Marketplace (RIM) Research Network and co-edited Race in the Marketplace: Crossing Critical Boundaries (Palgrave Macmillan, 2019). Prior to joining the CNRS, he held academic positions in South Africa and China.

Latest publications


Grier S., Johnson G., Scott M. (2022), From Anxious Spaces to Harmonious Relations? Interracial Marketplace Interactions Through the Lens of Consumer Psychology, Journal of Consumer Psychology, vol. 32, n°1, p. 97-126

Parguel B., Johnson G. (2021), Beyond greenwashing: Addressing ‘the great illusion’ of green advertising, Revue de l'organisation responsable, vol. 16, n°2, p. 59-66

Sobande F., Schoonejans A., Johnson G., Thomas K., Harrison A. (2020), Enacting anti-racist visualities through photo-dialogues on race in Paris, Equality, Diversity and Inclusion, vol. 40, n°2, p. 165-179

Grier S., Thomas K., Johnson G. (2018), Re-imagining the marketplace: addressing race in academic marketing research, Consumption Markets & Culture, vol. 22, n°1, p. 91-100

Johnson G., Thomas K., Grier S. (2017), When the burger becomes halal: a critical discourse analysis of privilege and marketplace inclusion, Consumption Markets & Culture, vol. 20, n°6, p. 497-522

Guillard V., Johnson G. (2015), « Un vieux contre un neuf » : une étude des réactions des consommateurs à l'égard des offres de reprise, Décisions Marketing, n°78, p. 29-44

Demangeot C., Adkins N., Mueller R., Henderson G., Ferguson N., Mandiberg J., Roy A., Johnson G., Kipnis E., Pullig C., Broderick A., Zúñiga M. (2013), Toward Intercultural Competency in Multicultural Marketplaces, Journal of Public Policy & Marketing, vol. 32, n°special issue, p. 156-164

Johnson G., Meyers Y., Williams J. (2013), Immigrants Versus Nationals: When an Intercultural Service Encounter Failure Turns to Verbal Confrontation, Journal of Public Policy & Marketing, vol. 32, n°1, p. 38-47

Kipnis E., Broderick A., Demangeot C., Adkins N., Ferguson N., Henderson G., Johnson G., Mandiberg J., Mueller R., Pullig C., Roy A., Zúñiga M. (2013), Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being, Journal of Business Research, vol. 66, n°8, p. 1186–1194

Johnson G., Grier S. (2013), Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction, Journal of Business Research, vol. 66, n°3, p. 306–313

Johnson G. (2013), "Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa, South African Journal of Business Management, vol. 1, n°2, p. 11-17

Johnson G., Grier S. (2012), "What about the Intended Consequences?" Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness, Journal of Advertising, vol. 41, n°3, p. 91-105

Johnson G., Grier S. (2011), Targeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more, International Journal of Advertising, vol. 30, n°2, p. 233-258

Broderick A., Demangeot C., Adkins N., Ferguson N., Henderson G., Johnson G., Kipnis E., Mandiberg J., Mueller R., Pullig C., Roy A., Zúñiga M. (2011), Consumer Empowerment in Multicultural Marketplaces: Navigating Multicultural Identities to Reduce Consumer Vulnerability, Journal of Research for Consumers, n°19, p. 1-13

Grier S., Johnson G. (2011), “Alisha in Obesity-land”: Is Food Marketing the Mad Hatter?, International Journal of Case Studies in Management, vol. 9, n°4

Johnson G., Elliott R., Grier S. (2010), Conceptualizing Multicultural Advertising Effects in the "New" South Africa, Journal of Global Marketing, vol. 23, n°3, p. 189-207

Johnson G. (2009), The Social Dimension of Multi-Racial Advertising: Its Impact on Consumers’ Attitude, South African Journal of Business Management, vol. 40, n°2, p. 45-52

Chapitres d'ouvrage

Grier S., Johnson G. (2013), 'Alisha in Obesity-land’: Is Food Marketing the Mad Hatter?, in Fatien Diochon, Pauline ; Raufflet, Emmanuel ; Mills, Albert J., The Dark Side 2: Critical Cases on the Downside of Business, Sheffield (GB): Greenleaf, p. 197-222

Directions d'ouvrage

Johnson G., Thomas K., Harrison A., Grier S. (2019), Race in the Marketplace - Crossing Critical Boundaries Springer International Publishing, 283 p.

Communications sans actes

Johnson G., Parigot J., Depeyre C. (2018), Beyond the product. Dynamics of racial contestation within the legalized U.S. cannabis industry, EGOS colloquim, Tallinn, Estonie

Delacroix E., Guillard V., Johnson G., Roux D. (2017), Au-delà du gaspillage alimentaire : une analyse des représentations du gaspillage non-alimentaire, Congrès de l'Association Française de Marketing, Tours, France

Présentation(s) dans un séminaire de recherche

Johnson G., Guillard V. (2018), « Réservé aux blancs ? » Les discriminations en marketing, in Université ouverte, Université Paris Dauphine, Paris

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