References of "Dessart, Laurence"
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See detailUnveiling heterogeneous engagement-based loyalty in brand communities
Dessart, Laurence ULiege; Aldas-Manzano, Joachin; Veloutsou, Cleopatra

in European Journal of Marketing (in press)

Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is ... [more ▼]

Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known on the nature of individuals’ brand engagement in brand communities. This study aims to: (a) identify brand community members’ segments in terms of their brand engagement within the community (b) help us understand if these segments employ a different approach in the development of brand loyalty and (c) develop mechanisms that can be used to identify members of these segments. [less ▲]

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See detailStory-Based Consumer Engagement: A Conceptual Framework
Dessart, Laurence ULiege; Pitardi, Valentina

in Hollebeek, Linda; Sprott, David (Eds.) Handbook of Research on Customer Engagement (in press)

Today, storytelling content is heavily used by brands to attract or retain consumers. Despite branded stories having the power to strongly impact consumer behavior and attitudes, to the best of authors’ ... [more ▼]

Today, storytelling content is heavily used by brands to attract or retain consumers. Despite branded stories having the power to strongly impact consumer behavior and attitudes, to the best of authors’ knowledge there is still no research that addresses this topic from a broader engagement perspective. Based on extant narrative and engagement theory, this chapter proposes a conceptual framework of story-based consumer engagement and develops a set of conceptual relationships between story-based elements and consumer engagement’s specific dimensions. By analyzing each story’s components, the authors develop an integrated framework. While the story plot serves to enhance consumer absorption in the branded narrative, thereby developing cognitive engagement, the story’s characters are a fundamental means for consumers to empathize with the characters and live the story from the inside, thereby reflecting an emotional connection to the story. In addition, the story’s verisimilitude stimulates consumers’ cognitive processing, thereby resulting in the consumer’s behavioral response. The chapter concludes with an overview of key research limitations and implications that arise from this work. [less ▲]

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See detailHealth and fitness online communities and product behaviour
Dessart, Laurence ULiege; Duclou, Maureen

in Journal of Product and Brand Management (2019), 28(2), 188-199

This study seeks to determine the impact of participating in health and fitness community on social media on individual’s health attitudes and health and fitness product-related behaviour. Survey data are ... [more ▼]

This study seeks to determine the impact of participating in health and fitness community on social media on individual’s health attitudes and health and fitness product-related behaviour. Survey data are collected from 221 users of the social medium Instagram, members of the self-proclaimed health and fitness community (#fitfam) and analysed with structural equation modelling. The study shows that community identification and engagement significantly contribute to increasing health environment sensitivity, resulting in heightened engagement in physical fitness and healthy product choices. Given the difficulty to remain engaged in pro-health behaviour and the growing impact of social media on young adult’s lives, these findings are encouraging. They show that online health and fitness communities provide a supportive environment in which consumers can identify and freely engage, and a fertile ground to the development of health sensitivity and product-related behaviour. The study contributes to health product promotion and advances the role of social media and online communities in this process. [less ▲]

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See detailHeterogeneous brand engagement in brand communities
Dessart, Laurence ULiege; Aldas-Manzano, Joachin; Veloutsou, Cleopatra

Conference (2018)

Consumer engagement in brand communities is well documented, but most of the research approaches community members as a homogenous group that engages with the brand and the community. Based on a total of ... [more ▼]

Consumer engagement in brand communities is well documented, but most of the research approaches community members as a homogenous group that engages with the brand and the community. Based on a total of 970 responses from Facebook page members interacting in three languages popular on Facebook (English, French and Spanish) this study uses structural equation modelling, integrating FIMIX-PLS and POS-PLS to analyse the data. It identifies three different segments of engaged consumers (emotional engagers, thinkers and active engagers), and provides initial explanations as to the differences of the consumer groups. [less ▲]

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See detailNarrative Advertising and Language concreteness: the effect on willingness to advise
Pitardi, Valentina; Dessart, Laurence ULiege

Conference (2018)

Previous studies have analysed the differences between narrative-based and argument-based communications, demonstrating how narrative ads can be effective in persuading consumers’ attitude and behaviours ... [more ▼]

Previous studies have analysed the differences between narrative-based and argument-based communications, demonstrating how narrative ads can be effective in persuading consumers’ attitude and behaviours. While much has been said about the “why” aspects of narrative, less is known about the ways in which narrative ad “tell” stories. The present study aims to extend this line of inquiry by investigating how linguistic framing of narrative ads influences recipients’ behavioural intentions. Specifically, the study applies the Linguistic Category Model framework to narrative ads, exploring the interplay between language concreteness (vs. abstractness) level and narrative structure on consumers’ willingness to share and advice. The results of two experiments in the context of hospitality service showed that for narrative structured advertisement, the consumer’s willingness to advice and share positive information is higher when the advertisement is written in concrete language. [less ▲]

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See detailThe Effect of Narrative on Advertising Effectiveness: The Moderating Role of Concreteness Language
Pitardi, Valentina; Dessart, Laurence ULiege

Conference (2018)

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See detailDo ads that tell a story always perform better? The role of character identification and character type in storytelling ads
Dessart, Laurence ULiege

in International Journal of Research in Marketing (2018), 35(2), 289-304

The growing use of storytelling as an advertising strategy for brands online poses the question of their relative effectiveness compared to more factual types of ads. In this context, this article focuses ... [more ▼]

The growing use of storytelling as an advertising strategy for brands online poses the question of their relative effectiveness compared to more factual types of ads. In this context, this article focuses on the role of character identification and character type in the effects of narrative transportation that occur from storytelling ads. Using four experimental studies in two different contexts, two brand types, and two character types (human versus animal), the findings present a cautionary tale for the use of storytelling. By generating higher levels of narrative transportation, storytelling video ads can reduce character identification, which results in an overall decrease in positive attitude toward the brand, when using animal characters. These main findings are nuanced in the presence of joyful emotions. Implication for research and practice are discussed. [less ▲]

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See detailSocial media engagement: A model of antecedents and relational outcomes
Dessart, Laurence ULiege

in Journal of Marketing Management (2017), 33(5-6), 375-399

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of ... [more ▼]

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and behavioural dimensions. Surveying more than 48 Facebook pages, spanning nine product categories and 448 consumers, the results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement. These findings provide insight into antecedents and outcomes of engagement for academic research and bring value to online brand and community management. [less ▲]

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See detailDo ads that tell a story always perform better?
Dessart, Laurence ULiege; Lunardo, Renaud

Conference (2017)

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See detailExplaining anti-brand community participation
Dessart, Laurence ULiege; Veloutsou, Cleopatra

Conference (2017)

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See detailThe central and sufficient role of identification in brand communities
Dessart, Laurence ULiege

Conference (2016, May)

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See detailMade & More: Slow fashion powered by eCommerce
Dessart, Laurence ULiege

Learning material (2016)

Made & More (http://www.madeandmore.com/) is a Belgium-based eCommerce firm dedicated to sustainable fashion and transparency on who made your garment and how it was manufactured. Made & More provides a ... [more ▼]

Made & More (http://www.madeandmore.com/) is a Belgium-based eCommerce firm dedicated to sustainable fashion and transparency on who made your garment and how it was manufactured. Made & More provides a platform for sustainable brands to sell their goods to consumers. They are thus distribution intermediaries for slow fashion brands. Through the brands they choose, they want to offer an alternative to fast-fashion for conscious consumers. [less ▲]

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See detailHow Youtube Storytelling Can Win Consumers’ Hearts: the Case of Nivea
Dessart, Laurence ULiege; Pitardi, Valentina

in Advances in Consumer Research (2016), 44

The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer ... [more ▼]

The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand’s storytelling content contributes to large and positive consumer responses. [less ▲]

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See detailCapturing consumer engagement: duality, dimensionality and measurement
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in Journal of Marketing Management (2016), 32(5-6), 399-426

This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality ... [more ▼]

This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects. [less ▲]

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See detailThe role of online social interactions in the recommendation of a brand community
Veloutsou, Cleopatra; Dessart, Laurence ULiege; Arvaniti, Mariza

in Marti Parreno, José; Ruiz Mafe, Carla; Schribner, Lisa (Eds.) Engaging Consumers through Branded Entertainment and Convergent Media (2015)

This chapter focuses on the growing role of consumer-brand communities in the online context and in particular brand communities in online strategy games. It explores the loyalty of community members ... [more ▼]

This chapter focuses on the growing role of consumer-brand communities in the online context and in particular brand communities in online strategy games. It explores the loyalty of community members toward the other members, as expressed by their willingness to recommend the online community externally. Using data collected from 384 gamers, this chapter suggests that the strength of the relationship with the game brand and the need to socialise are good predictors of brand community participation, as expressed by the brand community engagement and the brand community identification. Brand community participation ultimately leads to the brand community recommendation intention. [less ▲]

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See detailConsumer engagement in online brand communities: A social media perspective
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in Journal of Product and Brand Management (2015), 24(1), 28-42

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand ... [more ▼]

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement. [less ▲]

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See detailBrand communities and anti-brand communities: similarities, differences and implications for managers
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in Grigoriou, Nicolas; Veloutsou, Cleopatra (Eds.) Theoretical and Empirical Reflections in Marketing (2014)

Brands are increasingly perceived as social entities that affect the ways in which consumers relate to each other, and there is a growing interest in consumer groups that support or oppose a given brand ... [more ▼]

Brands are increasingly perceived as social entities that affect the ways in which consumers relate to each other, and there is a growing interest in consumer groups that support or oppose a given brand, referred to in marketing literature as brand or anti-brand communities. Although the concept of communities has been examined in the sociology literature for some time, there is very little integration of the sociology and the marketing literature when brand and anti-brand communities are examined. Furthermore, brand and antibrand communities have largely been approached as different phenomena in the marketing literature. This paper is trying to re-define brand communities and to identify antecedents, internal functioning and consequences of these communities. Using knowledge from the sociology and marketing literature, it argues that brand and anti-brand communities are intrinsically more similar than different. Therefore, they can both be described with the term brand-related communities and they should be approached by researchers and practitioners as similar rather than different phenomena. [less ▲]

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See detailBrand Communities and Anti-Brand Communities: Similarities, Differences and Implications for Practitioners
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in Grigoriou, Nicholas; Veloutsou, Cleopatra (Eds.) Theoretical and Empirical Reflections in Marketing (2014)

Brands are increasingly perceived as social entities that affect the ways in which consumers relate to each other, and there is a growing interest in consumer groups that support or oppose a given brand ... [more ▼]

Brands are increasingly perceived as social entities that affect the ways in which consumers relate to each other, and there is a growing interest in consumer groups that support or oppose a given brand, referred to in marketing literature as brand or anti-brand communities. Although the concept of communities has been examined in the sociology literature for some time, there is very little integration of the sociology and the marketing literature when brand and anti-brand communities are examined. Furthermore, brand and antibrand communities have largely been approached as different phenomena in the marketing literature. This paper is trying to re-define brand communities and to identify antecedents, internal functioning and consequences of these communities. Using knowledge from the sociology and marketing literature, it argues that brand and anti-brand communities are intrinsically more similar than different. Therefore, they can both be described with the term brandrelated communities and they should be approached by researchers and practitioners as similar rather than different phenomena. [less ▲]

Detailed reference viewed: 36 (11 ULiège)