AIME, I., I. ULRICH, S. AZAR, "The effect of chatbot gender on brand engagement and advocacy, for masculine or feminine brands," dans 18th Global Brand Conference, 2025, Porto
ULRICH, I., F. CAMBIER, "Organic brand extensions: psychological mechanisms underlying consumer evaluations" dans 18th Global Brand Conference, 2025, Porto, Portugal
ULRICH, I., I. AIME, S. AZAR, "Linda or Michael? Enhancing brand attitude through AI chatbot gender" dans 16th Global brand conference, University of Bergamo,, 2023, Bergamo, Italie
PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans Fifty Years of Consumer Research, 2023
ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans Global Marketing Conference, 2023
MANTHIOU, A., B. GODEY, D. PEDERZOLI, I. ULRICH, "The Effect of Secondhand Extension on Online and Offline Traditional Retailing Environments" dans Academy of Marketing Science Annual Conference, vol. Monterey, California, 2022
PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" dans International Conference on Crypto-Marketing, 2022
GODEY, B., O. BOUJENA, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: Towards a more qualitative and comprehensive approach" dans Global Fashion Management Conference, 2021
BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring Customer Engagement on Social Media : Towards a more qualitative and comprehensive approach" dans Global Fashion Management Conference (GFMC), 2021
BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: towards a more qualitative and comprehensive approach" dans Global Fashion Marketing Conference at Seoul/ Korean Scholars of Marketing Science International Conference, 2021
AIME, I., I. ULRICH, S. AZAR, "Men's attitude towards female patronymic cross-gender extensions: The moderating role of brand name dissimilarity", European Marketing Academy EMAC, 2020
DAMAY, C., I.ULRICH, L.LOUSSAIEF, S.CACHO-ELIZONDO, "What is better for consumers: Access or ownership? Exploring motivations and barriers in the apparel market" dans European Marketing Academy Conference EMAC, 2020, Budapest, Hongrie
AIME, I., I.ULRICH, S.AZAR, "Men’s attitude towards female patronymic cross-gender extensions: The moderating role of brand name dissimilarity" dans European Marketing Academy Conference EMAC, 2020, Budapest, Hongrie
BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Connecting with fashion brands on social media: An investigation of consumers' drivers" dans Global Fashion Management Conference, 2019, Paris
BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Customer engagement measurement in social media: From theory to practice" dans 2018 Global Marketing Conference, 2018, Tokyo, Japon
BOUJENA, O., I.ULRICH, Y.PIRIS, L.CHICHEPORTICHE, "Food metaphor in advertising of non-food brands: Towards a conceptual model of the impact on consumer affective responses" dans 47th Conference, European Marketing Academy EMAC, 2017, Groningen
GODEY, B., O.BOUJENA, A.MANTHIOU, J.ROKKA, I.ULRICH, "Consumer social media activities and the impact on consumer-brand relationship" dans 15th International Marketing Trends Conference, 2016
AZAR, S., I.AIMÉ, I.ULRICH, "Quelle stratégie pour les marques mixtes : marque gamme ou caution ?" dans Actes du Congrès de l'AFM, 2016, Lyon, France
AZAR, S., I.AIMÉ, I.ULRICH, "The impact of different naming strategies on consumer's evaluation of mixed brands" dans EMAC 2016 Conference, May 24-27, Oslo, 2016, Oslo, Norvège
ULRICH, I., O. BOUJENA, Y. PIRIS JABINET, L. CHICHEPORTICHE, K. AYADI, "Food metaphor in advertisings of non-food brands: an exploratory examination" dans 3rd , International Conference on Contemporary Marketing Issues (ICCMI), 2015, Londres, Royaume-Uni
ULRICH, I., "Boy+doll and girl+car: children’s reactions to incongruent visuals in a retailer’s catalog", Kids & Retailing Colloquium, 2015, Budapest, Hongrie
BOUJENA, O., I.ULRICH, C.DAMAY, L.CHICHEPORTICHE, "Beetween frenzy and collection: towards a characterization of female accumulative buying behavior", Academy of Marketing Science Annual Conference, 2015, Barry, Italie
ULRICH, I., "Consumer gender effect on the evaluation of cross-gender brand extensions" dans Conférence IAMB 2013, 2013, Portugal
ULRICH, I., "The effect of consumer gender on the evaluation of cross-gender extensions in western cultures" dans Conference EMAC 2013, Istanbul Technical university, 2013, Turquie
ULRICH, I., "The Impact of Consumer Gender on the Evaluation of Cross Gender Brand Extensions" dans IAMB 2013 (International Academy of Management and Business), 2013, Portugal
ULRICH, I., E.TISSIER-DESBORDES, P.DUBOIS, "Brand gender and its dimensions" dans Advances in Consumer Research - 2010 ACR European Conference, 2010, Royaume-Uni