References of "Dessart, Laurence"
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See detailAugmenting brand community identification for inactive users: a uses and gratification perspective
Dessart, Laurence ULiege; Veloutsou, Cleopatra

in Journal of Research in Interactive Marketing (in press)

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social ... [more ▼]

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This research aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the Uses and Gratification Theory (UGT). Brand community identification is also expected to lead to higher levels of brand loyalty for these members. This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages. The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. By showing that brand community identification and loyalty exists for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand. [less ▲]

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See detailCustomer Engagement with Preventive Health Technologies
Baiwir, Lisa ULiege; Dessart, Laurence ULiege; Delcourt, Cécile ULiege

Scientific conference (2021, April 23)

Preventive health behaviours can improve the wellbeing and general health of the population, as well as decrease healthcare costs. In order to encourage customers to adopt such behaviours, new ... [more ▼]

Preventive health behaviours can improve the wellbeing and general health of the population, as well as decrease healthcare costs. In order to encourage customers to adopt such behaviours, new technologies focusing on preventive health behaviours could be influential. Based on those insights, an investigation project is presented, which aims to explore customer engagement with preventive health technologies and deepen understanding regarding what drives such engagement, its outcomes and underlying processes. [less ▲]

Detailed reference viewed: 47 (7 ULiège)
See detailMarketing Seminar
Dessart, Laurence ULiege

Speech/Talk (2021)

Presentations of (visiting) marketing scholars at HEC Liege, on current topics in marketing research : Benjamin Osterle from UTwente, Jonas Heller from the University of Maastricht and Charlotte Ferrara ... [more ▼]

Presentations of (visiting) marketing scholars at HEC Liege, on current topics in marketing research : Benjamin Osterle from UTwente, Jonas Heller from the University of Maastricht and Charlotte Ferrara from our team. [less ▲]

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See detailBrand repulsion: consumers' boundary work with rejected brands
Dessart, Laurence ULiege; Cova, Bernard

in European Journal of Marketing (2021)

This paper aims: 1) to conceptualize brand repulsion as a specific nuance of brand rejection; 2) to highlight the boundary work at play in situations of collective brand repulsion; 3) to extract ... [more ▼]

This paper aims: 1) to conceptualize brand repulsion as a specific nuance of brand rejection; 2) to highlight the boundary work at play in situations of collective brand repulsion; 3) to extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars.Our study of the “I Hate Apple” group on Facebook is grounded in a six-year long naturalistic enquiry designed to capture the boundary work performed by its members. Our sources include netnographic data, online focus groups, observations and personal online correspondence with members and moderators. Our findings reveal that certain brands serve the identity work of consumers by allowing them in erecting boundaries based on three major sources of repulsion: anti-fandom, anti-hegemony and anti-marketing. They show that for each type of boundary work, corporate and product brand repulsion seems prevalent.Our research limits itself to considering the types of boundary work related to brand repulsion as regards a single brand: Apple. [less ▲]

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See detailDigital ecosystem and consumer engagement: A socio-technical perspective
Morgan-Thomas, Anna; Dessart, Laurence ULiege; Veloutsou, Cleopatra

in Journal of Business Research (2020), 121

This paper develops a technology-centric perspective on consumer engagement in the digital ecosystem. Focusing on engagement with brands on social media-based brand communities, the study argues that ... [more ▼]

This paper develops a technology-centric perspective on consumer engagement in the digital ecosystem. Focusing on engagement with brands on social media-based brand communities, the study argues that consumer engagement is a socio-technical phenomenon that emerges from consumer action with digital technology. The action and the technology are co-constitutive of engagement practice and subject to continuous and mutually recursive change. The empirical findings explore how consumers engage in the digital ecosystem through actions with physical devices, digital haptics, and platforms. The findings highlight how the digital materiality of the engagement ecosystem generates new kinds of engagement practices including uncovering, appropriating, and cultivating. The study advances current thinking on engagement by offering a holistic view of engagement practice that encompasses multiple technologies and rejects technological mediation. This paper offers original theoretical insights into the status of digital technologies in consumer engagement, setting new directions for the future research on engagement. [less ▲]

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See detailLes bonnes pratiques du « storytelling » dans la publicité
Dessart, Laurence ULiege

Article for general public (2020)

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See detailBrand negativity: a relational perspective on anti-brand community participation
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in European Journal of Marketing (2020), 54(7), 1761-1785

This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand ... [more ▼]

This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion. [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 (2019)

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 detailHow stories generate consumer engagement: An exploratory study
Dessart, Laurence ULiege; Pitardi, Valentina

in Journal of Business Research (2019), 104

Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the ... [more ▼]

Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content. [less ▲]

Detailed reference viewed: 169 (17 ULiège)
See detailInternationalisation des PMEs: revue de littérature
Dessart, Laurence ULiege

Report (2019)

Cette revue de littérature a été élaborée dans le cadre du Conseil Wallon de l'Exportation, un organisme indépendant composé d'experts, CEOs d'entreprises et académiques, qui a pour objectif de ... [more ▼]

Cette revue de littérature a été élaborée dans le cadre du Conseil Wallon de l'Exportation, un organisme indépendant composé d'experts, CEOs d'entreprises et académiques, qui a pour objectif de recommander au Ministre de l'Economie des stratégies afin d'améliorer l'internationalisation des PMEs Belges et le soutien leur étant fourni par le gouvernement Belge. [less ▲]

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See detailSocialising in- and outside brand communities
Veloutsou, Cleopatra; Dessart, Laurence ULiege

Conference (2019, May)

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See detailLa fin du marketing de l’influence
Dessart, Laurence ULiege

Article for general public (2019)

Cet article présente les challenges du marketing de l'influence

Detailed reference viewed: 1381 (5 ULiège)
See detailEspace Mode: From Brick-to-Mortar to Click-to-Mortar
Dessart, Laurence ULiege; Barbosa de Sousa, Patrick ULiege

Learning material (2019)

This case study presents the opportunities and challenges of Espace Mode, a Belgian fashion retailer in developing an omnichannel presence through the creation of an e-commerce

Detailed reference viewed: 1732 (11 ULiège)
See detailDigital dissemination and personal branding for researchers
Dessart, Laurence ULiege

Speech/Talk (2019)

This workshop targeted at PhD students aims to help them better communicate and position their research and profile as researchers online.

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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 (2019), 53(3), 1854-1881

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 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 ▲]

Detailed reference viewed: 117 (12 ULiège)