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Lars Meyer-Waarden is a Professor of Management Science at Toulouse School of Management, specialised in Marketing. He obtained his PhD from IAE Pau, and the Karlsruhe Institute of Technology (KIT) in 2002. Prior to joining TSM in 2011, he held a professorship at Université de Strasbourg, where he managed the marketing and information systems division of the HuManiS laboratory. At TSM, Lars is the Programme's director of the Master International Marketing of Innovation. He often serves as a visiting professor at KIT, Assumption University Bangkok, the Ehrenberg-Bass Institute of the University of South Australia, and the Franco-Vietnamese Centre in Hanoi and Saigon.

His research focuses on driving loyalty, customer loyalty, consumer empowerment and participatory marketing, CRM, Customer Lifetime Value models, and joint analysis. His work has been published in international journals such as the Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, and Research and Marketing Applications.

Award, honors

  • 2013

    Finalist Syntec best management book award for “Management de la fidélisation”

  • 2012

    FNEGE & European Management Foundation Best Management Book Award for “Management de la fidélisation”

  • 2012

    Nomination for the Novella, Toulouse, France

  • 2011

    Citations of Excellence Award, Emerald Management Reviews

  • 2004

    Award for outstanding research in CRM, French Direct Marketing Association, France

  • 2003

    P.h.D. Award, FNEGE, France

  • 2003

    P.h.D. Award, French Marketing Association, France

  • 2003

    P.h.D. Award for outstanding research in CRM, Casino Retailing, France

  • 2003

    P.h.D. Award for outstanding research in CRM, Auchan Retailing, France

Research domains

  • Customer loyalty
  • Consumer empowerment
  • Participative marketing
  • CRM
  • Articles (ranked journals)

    Cloarec, J., L. Meyer-Waarden, A. Munzel, "The personalization–privacy paradox at the nexus of social exchange and construal level theories", Psychology & Marketing, 2022, vol. 39, no. 3, pp. 647-661

    Meyer-Waarden, L., J. Cloarec, "Baby, you can drive my car : Psychological antecedents that drive consumers’ adoption of AI-powered autonomous vehicles", Technovation, January 2022, vol. 109, no. 102348

    Chen, Y., T. Mandler, L. Meyer-Waarden, "Three decades of research on loyalty programs: A literature review and future research agenda", Journal of Business Research, 2021, vol. 124, no. 1, pp. 179-197

    Meyer-Waarden, L., G. Pavone, T. Poocharoentou, P. Prayatsup, M. Ratinaud, A. Tison, S. Torne, "How Service Quality Influences Customer Acceptance and Usage of Chatbots?", Journal of Service Management Research, 2020, vol. 4, no. 1, pp. 35-51

    Suoniemi, S., L. Meyer-Waarden, A. Munzel, A. R. Zablah, D. Straub, "Big data and firm performance: The roles of market-directed capabilities and business strategy", Information and Management, November 2020, vol. 57, no. 7

    Casteran, G., P. Chrysochou, L. Meyer-Waarden, "Brand loyalty evolution and the impact of category characteristics", Marketing Letters, March 2019, vol. 30, no. 1, pp. 57-73

    Munzel, A., J.-P. Galan, L. Meyer-Waarden, "Getting By or Getting Ahead on Social Networking Sites? The Role of Social Capital in Happiness and Well-Being", International Journal of Electronic Commerce, March 2018, vol. 22, no. 2, pp. 232-257

    Munzel, A., L. Meyer-Waarden, J.-P. Galan, "The social side of sustainability: Well-being as a driver and an outcome of social relationships and interactions on social networking sites", Technological Forecasting and Social Change, May 2018, vol. 130, pp. 14-27

    Meyer-Waarden, L., "Effects of loyalty program rewards on store loyalty", Journal of Retailing and Consumer Services, May 2015, vol. 24, pp. 22-32

    Dawes, J., L. Meyer-Waarden, C. Driesener, "Has brand loyalty declined? The longitudinal évolution of repeat purchase behavior in the US and UK", Journal of Business Research, February 2015, vol. 68, no. 2, pp. 425-432

    Meyer-Waarden, L., C. Benavent, H. Castéran, "The effects of purchase orientations on perceived loyalty programmes' benefits and loyalty", International Journal of Retail & Distribution Management, 2013, vol. 41, no. 3, pp. 201-225

    Meyer-Waarden, L., "The impact of reward personalisation on frequent flyer programmes' gratifications perceived value and loyalty", Journal of Services Marketing, 2013, vol. 27, no. 3, pp. 183-194

    Sharp, B., M. Wright, J. Dawes, C. Driesener, L. Meyer-Waarden, L. Stocchi, P. Stern, "It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline", Journal of Advertising Research, 2012, vol. 52, no. 2, pp. 203-213

  • Articles (non ranked journals)

    Meyer-Waarden, L., P. Volle - "Special number about CRM journal (Chief guest editor)" - 2012, Recherche et Applications en Marketing

  • Books

    Geyer-Schulz, A., L. Meyer-Waarden, Consumer Empowerment: Is the digital Consumer a happy Consumer, Karlsruher Institute für Technologie (KIT), Karlsruhe, Germany, 2015

    Meyer-Waarden, L., Management de la fidélisation - De la stratégie aux technologies digitales, Vuibert, Paris, France, 2015

    Meyer-Waarden, L., Management de la fidélisation - De la conception d'une stratégie aux technologies pour réinventer le marketing relationnel, Vuibert, Paris, France, 2012

  • Chapters of books

    Meyer-Waarden, L., W. Sabadie, "Les facteurs clés dans le management de la réclamation" in Management de l'insatisfaction client : Transformer le pépin en pépite., B. Meyronin, M. L. Jullien, & S. Bourrier Eds, Dunod, 2018

    Attié, É., L. Meyer-Waarden, "The acceptance process of the Internet of Things: How to improve the acceptance of the IoT technology?" in Smart Marketing With the Internet of Things., Simões, D., Barbosa, B., & Filipe, S. Eds, IGI Global, pp. 21-45, 2018

    Castéran, H., L. Meyer-Waarden, W. Reinartz, "Retention and Churn Modelling" in Handbook of Market Research., C. Homburg, M. Klarmann, & A. Vomberg Eds, Springer, pp. 1-33, 2017

    Meyer-Waarden, L., W. Sabadie, "Le management de la réclamation au regard de la qualité de la relation client" in Management de l'insatisfaction client. Transformer le pépin en pépite., B. Meyronin, S. Bourrier, & M.-L. Jullien Eds, Vuibert, 2017

    Meyer-Waarden, L., W. Sabadie, "Complaint Management and the role of relationship quality" in Consumer Empowerment & Emerging consumer behaviors., A. Geyer-Schulz and L. Meyer-Waarden Ed., Karlsruher Institute für Technologie (KIT), 2014

    Sabadie, W., L. Meyer-Waarden, "The Long-Term Impact of Sales Promotions on Customer Equity" in Consumer Empowerment & Emerging consumer behaviors., A. Geyer-Schulz and L. Meyer-Waarden Ed., Karlsruher Institute für Technologie (KIT), 2014

  • Radio, TV, press

    Meyer-Waarden, L. - "Le véhicule autonome servirait-il vraiment à quelque chose ? (interview)" - 2022, Xerfi Canal, France

    Meyer-Waarden, L. - "Comprendre l’enjeu de la voiture autonome et l’internet des objets (interview)" - 2022, Xerfi Canal, France

    Meyer-Waarden, L. - "Fidélisation du consommateur : de la satisfaction au bien-être (interview)" - 2022, Xerfi Canal, France

    Meyer-Waarden, L. - "Marketing : « Les chercheurs sont parvenus à des mesures de bien-être beaucoup plus prédictives en matière de fidélité »" - 2021, Le Monde, France

    Meyer-Waarden, L. - "Avec les chatbots, l’efficacité prime sur l’empathie et l'éthique" - 2019, Stratégies, France

    Meyer-Waarden, L. - "Grande distribution : quel est le réel intérêt d'un programme de fidélisation ? (Interview)" - 2017, Action Co, Paris, France

    Meyer-Waarden, L. - "Jusqu'où faire travailler les consommateurs ?" - 2013, Comprendre pour entreprendre

    Meyer-Waarden, L. - "Quand les marques enrôlent les consommateurs" - 2013, Le Monde

    Meyer-Waarden, L. - "La fidélité aux produits de grande consommation n'existe pas" - 2012, 20 Minutes

    Meyer-Waarden, L. - "Les cartes de fidélité ne fidélisent pas les consommateurs !" - 2012,

    Meyer-Waarden, L. - "Management de la fidélisation des consommateurs" - 2012, JT de France 3 Toulouse

    Meyer-Waarden, L. - "En finir avec le mythe du consommateur "fidèle"" - 2012, Le Monde

    Meyer-Waarden, L. - "Les consommateurs n'ont jamais été fidèles" - 2012, Toulouse Mag