References of "Veloutsou, Cleopatra"
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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 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 detailExplaining anti-brand community participation
Dessart, Laurence ULiege; Veloutsou, Cleopatra

Conference (2017)

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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)