References of "Dessart, Laurence"
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See detailTourism in the time of VR
Dessart, Laurence ULiege; Baiwir, Lisa ULiege

Speech/Talk (2021)

This presentation details the role of virtual reality technology in the context of tourism and the role that this technology has on the customer brand experience and their imagination of future ... [more ▼]

This presentation details the role of virtual reality technology in the context of tourism and the role that this technology has on the customer brand experience and their imagination of future destination visits. [less ▲]

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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 (2021), 15(3), 361-385

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 detailHow Technology Influences Customer Experience In Complex Service Settings
Bosma, Maarten ULiege; Dessart, Laurence ULiege

Conference (2021, June)

The holistic and contingent construct of customer experience is widely researched in marketing. While we know that technology may impact customer experience, little is known about how technology may ... [more ▼]

The holistic and contingent construct of customer experience is widely researched in marketing. While we know that technology may impact customer experience, little is known about how technology may create motivations, or conversely barriers for customers in interacting with complex businesses. The aim of this paper is to identify the motivations and barriers for technology adoption in the experience of complex service settings. This research is based a literature review on customer experience and technology adoption. The insurance industry is also taken as an industry focus, because it epitomizes the uniqueness of complex service settings. The exhaustive review of the literature allows developing a conceptual model whereby technology has the potential to positively or negatively influence customer experience, due to the motivation and barriers it generates for customers. The impact of these motivations and barriers is shown to be further enhanced by industry-specific and contextual factors present in complex service settings. A conceptual model is proposed, evidencing technology-related motivations and barriers, and context-specific industry factors, that are at play in customer experiences. This model helps businesses directing their resources toward customer experience optimization, and opens a new agenda to research interactions between different constructs and antecedents. [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 ▲]

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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 detailSur le web, les jeunes mères se connectent aux autres… mais restent isolées
Dessart, Laurence ULiege

Article for general public (2021)

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See detailMemory of Virtual Reality brand experiences: what consumers remember and why
Kostyk, Alena; Cowan, Kirsten; Dessart, Laurence ULiege

Conference (2021)

Brands today are increasingly investing in virtual reality (VR). While extant research has explored the impact of VR experiences on consumer attitudes and behaviors, none to date has investigated how ... [more ▼]

Brands today are increasingly investing in virtual reality (VR). While extant research has explored the impact of VR experiences on consumer attitudes and behaviors, none to date has investigated how these experiences impact brand memories. In two studies (qualitative interviews and an online survey), this paper investigates consumer memories formed in VR brand experiences. It explores recalled senses, emotions, and cognitions, and VR-formed episodic and semantic memories of the brand. It further relates these memories to the past and future real-world brand interactions, contributing to the literature on brand experiences, consumer memories, and VR in marketing. In doing so, it studies complex brand experiences in a realistic marketplace setting, advancing marketers’ understanding of the multi-faceted consumer memories. The ensuing brand benefits of these experiences are also put forth, as part of consumers’ technology-infused journeys, thus providing managerial insight on the value of VR for brands. Introduction [less ▲]

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See detailWhat critical aspects influence the development and adoption of technology in complex service settings?
Bosma, Maarten ULiege; Dessart, Laurence ULiege

Scientific conference (2021)

This research investigates the specific and critical barriers and motivations for users to adopt technology in complex service settings, with a focus on the insurance industry.

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See detailThe Influence of Digitalization on Customer Experience in Complex Service Settings: A Focus on the Insurance Industry
Bosma, Maarten ULiege; Dessart, Laurence ULiege

Conference (2021)

The holistic and contingent construct of customer experience is widely researched in service marketing. While we know that technology may strongly impact and change customer experience, little is known ... [more ▼]

The holistic and contingent construct of customer experience is widely researched in service marketing. While we know that technology may strongly impact and change customer experience, little is known about the motivations or, conversely, barriers for customers to interact digitally with businesses in complex service settings (e.g. Mikolon et al, 2015). A specific onlook at complex service settings is taken as an extreme case of customer experience, where technology may be particularly helpful, challenging, or hindering in a B-to-B-to-C setting. [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: 182 (19 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)

Detailed reference viewed: 31 (5 ULiège)