Julia Pueschel is Assistant professor of marketing and director of MSc Luxury Marketing at Neoma Business School. She was awarded a Ph.D. in management sciences at Université Paris Dauphine, PSL University, Paris. She teaches consumer behavior, marketing strategy, product design and innovation, and qualitative research methods. Her primary research interests are in luxury marketing, luxury counterfeit consumption, consumer behavior, and qualitative research methods. Her work has been published in the Journal of Business Research, Recherches et Applications en Marketing, and Management International. Prior to becoming an academic, she worked in business organizations in the United Arab Emirates as a member of higher management and had developed an interest in studying luxury brands and consumer behavior.