Dessart Laurence

HEC Liège : UER > UER Management : Marketing et intelligence stratégique

HEC Liège Research: Strategic Marketing Innovation

Vice-Doyen à la Recherche (HEC)

See author's contact details
ORCID
0000-0003-3926-9739
Main Referenced Co-authors
Veloutsou, Cleopatra (13)
Standaert, Willem  (11)
Baiwir, Lisa  (10)
Delcourt, Cécile  (9)
Morgan-Thomas, Anna (6)
Main Referenced Keywords
brand community (10); storytelling (6); social media (5); Wellbeing (5); Consumer engagement (4);
Main Referenced Unit & Research Centers
HEC Recherche. Marketing & Service Innovation - ULiège [BE] (2)
Marketing (2)
CES - Centre d'Économie Sociale - ULiège [BE] (1)
HEC ULiège (1)
Main Referenced Disciplines
Marketing (77)
Strategy & innovation (3)
Management information systems (1)
Quantitative methods in economics & management (1)
Social economics (1)

Publications (total 81)

The most downloaded
6568 downloads
Dessart, L. (2017). Social media engagement: A model of antecedents and relational outcomes. Journal of Marketing Management, 33 (5-6), 375-399. doi:10.1080/0267257X.2017.1302975 https://hdl.handle.net/2268/227827

The most cited

730 citations (Scopus®)

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24 (1), 28-42. doi:10.1108/JPBM-06-2014-0635 https://hdl.handle.net/2268/227829

The most significant

Dessart, L., & Cova, B. (2021). Brand repulsion: consumers' boundary work with rejected brands. European Journal of Marketing, 55 (4), 1758-7123. doi:10.1108/EJM-02-2019-0164
Peer Reviewed verified by ORBi

Morgan-Thomas, A., Dessart, L., & Veloutsou, C. (December 2020). Digital ecosystem and consumer engagement: A socio-technical perspective. Journal of Business Research, 121, 713-723. doi:10.1016/j.jbusres.2020.03.042
Peer Reviewed verified by ORBi

Dessart, L., & Pitardi, V. (November 2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183-195. doi:10.1016/j.jbusres.2019.06.045
Peer Reviewed verified by ORBi

Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35 (2), 289-304. doi:10.1016/j.ijresmar.2017.12.009
Peer Reviewed verified by ORBi

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24 (1), 28-42. doi:10.1108/JPBM-06-2014-0635
Peer Reviewed verified by ORBi


Scientific outputs

Articles in scientific journals with peer reviewing verified by ORBi or included in HEC journal guide

Kandil, O., Dessart, L., Standaert, W., & Bosma, M. (08 January 2024). A Framework to Improve the Digital Customer Experience in Complex Services. Services Marketing Quarterly, 45 (1), 25-54. doi:10.1080/15332969.2023.2294235
Peer Reviewed verified by ORBi

Etienne, E., Leclercq, A.-L., Remacle, A., Dessart, L., & Schyns, M. (15 July 2023). Perception of avatars nonverbal behaviors in virtual reality. Psychology and Marketing, 40 (11), 2464-2481. doi:10.1002/mar.21871
Peer Reviewed verified by ORBi

Dethier, F., Delcourt, C., & Dessart, L. (2023). Donor Perceptions of Nonprofit Organizations’ Transparency: Conceptualization and Operationalization. Nonprofit and Voluntary Sector Quarterly. doi:10.1177/08997640231211212
Peer Reviewed verified by ORBi

Dessart, L., & Standaert, W. (2023). Strategic storytelling in the age of sustainability. Business Horizons, 66 (3), 371-385. doi:10.1016/j.bushor.2023.01.005
Peer Reviewed verified by ORBi

Dessart, L., & Bressolles, G. (2022). Intensity of collective consumption practices in brand communities: the case of crossfit. Journal of Brand Management. doi:10.1057/s41262-022-00298-2
Peer Reviewed verified by ORBi

Ernens, S., Delcourt, C., Dessart, L., & Baiwir, L. (December 2022). Frontline Employees’ Attitude Toward Embodied Social Robots In Customer Service: An Integrative Framework And Empirical Test. Journal of Service Management Research, 6 (4). doi:10.5771/2511-8676-2022-4
Peer reviewed

Dessart, L., & Veloutsou, C. (July 2021). Augmenting brand community identification for inactive users: a uses and gratification perspective. Journal of Research in Interactive Marketing, 15 (3), 361-385. doi:10.1108/JRIM-11-2019-0191
Peer reviewed

Dessart, L., & Cova, B. (2021). Brand repulsion: consumers' boundary work with rejected brands. European Journal of Marketing, 55 (4), 1758-7123. doi:10.1108/EJM-02-2019-0164
Peer Reviewed verified by ORBi

Morgan-Thomas, A., Dessart, L., & Veloutsou, C. (December 2020). Digital ecosystem and consumer engagement: A socio-technical perspective. Journal of Business Research, 121, 713-723. doi:10.1016/j.jbusres.2020.03.042
Peer Reviewed verified by ORBi

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2020). Brand negativity: a relational perspective on anti-brand community participation. European Journal of Marketing, 54 (7), 1761-1785. doi:10.1108/EJM-06-2018-0423
Peer Reviewed verified by ORBi

Dessart, L., & Pitardi, V. (November 2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183-195. doi:10.1016/j.jbusres.2019.06.045
Peer Reviewed verified by ORBi

Dessart, L., & Duclou, M. (2019). Health and fitness online communities and product behaviour. Journal of Product and Brand Management, 28 (2), 188-199. doi:10.1108/JPBM-12-2017-1710
Peer Reviewed verified by ORBi

Dessart, L., Aldas-Manzano, J., & Veloutsou, C. (2019). Unveiling heterogeneous engagement-based loyalty in brand communities. European Journal of Marketing, 53 (3), 1854-1881. doi:10.1108/EJM-11-2017-0818
Peer Reviewed verified by ORBi

Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35 (2), 289-304. doi:10.1016/j.ijresmar.2017.12.009
Peer Reviewed verified by ORBi

Dessart, L. (2017). Social media engagement: A model of antecedents and relational outcomes. Journal of Marketing Management, 33 (5-6), 375-399. doi:10.1080/0267257X.2017.1302975
Peer Reviewed verified by ORBi

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32 (5-6), 399-426. doi:10.1080/0267257X.2015.1130738
Peer Reviewed verified by ORBi

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24 (1), 28-42. doi:10.1108/JPBM-06-2014-0635
Peer Reviewed verified by ORBi

Chapters in collective works

Cova, B., & Dessart, L. (2022). You’ll Never Walk Alone: Socializing and Finding your Tribe in a Digital Age. In The Routledge Handbook of Digital Consumption (2nd). United Kingdom: Routledge. doi:10.4324/9781003317524-21
Peer reviewed

Dessart, L., & Pitardi, V. (2019). Story-Based Consumer Engagement: A Conceptual Framework. In L. Hollebeek & D. Sprott, Handbook of Research on Customer Engagement. Edward Elgar Publishing Ltd.
Peer reviewed

Veloutsou, C., Dessart, L., & Arvaniti, M. (2015). The role of online social interactions in the recommendation of a brand community. In J. Marti Parreno, C. Ruiz Mafe, ... L. Schribner, Engaging Consumers through Branded Entertainment and Convergent Media (pp. 89-109). Hershey, Pennsylvania, United States: IGI Global. doi:10.4018/978-1-4666-8342-6.ch005
Peer reviewed

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2014). Brand Communities and Anti-Brand Communities: Similarities, Differences and Implications for Practitioners. In N. Grigoriou & C. Veloutsou, Theoretical and Empirical Reflections in Marketing (pp. 63-78). Athens, Greece: Athens Institute for Education and Research.
Peer reviewed

Proceedings published in a book or a journal

Bosma, M., & Dessart, L. (2022). How Technology Influences Customer Experience in Complex Service Settings: An Abstract. In Celebrating the Past and Future of Marketing and Discovery with Social Impact. United States: Springer. doi:10.1007/978-3-030-95346-1_29
Peer reviewed

Dessart, L., & Pitardi, V. (2016). How Youtube Storytelling Can Win Consumers’ Hearts: the Case of Nivea. Advances in Consumer Research, 44, 728.
Peer reviewed

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2014). Brand communities and anti-brand communities: similarities, differences and implications for managers. In N. Grigoriou & C. Veloutsou, Theoretical and Empirical Reflections in Marketing. Athens, Greece: ATINER.
Peer reviewed

Reports

Expert reports

Dessart, L. (2019). Internationalisation des PMEs: revue de littérature.

Unpublished scientific communications

Scientific congresses and symposiums with international audience

On personal proposal

Baiwir, L., Dessart, L., & Delcourt, C. (16 June 2023). The role of contrasting gamification mechanisms on consumer engagement, and its influence on consumer stress and wellbeing [Paper presentation]. Frontiers in Service, Maastricht, Netherlands.
Editorial reviewed

Kostyk, A., Dessart, L., & Cowan, K. (2023). VR Brand Interactions: How VR Influences the Holistic Brand Experience and the Consumer Decision Journey [Paper presentation]. 8th International XR-Metaverse Conference, Las Vegas, United States.
Peer reviewed

Cowan, K., Kostyk Alena, & Dessart, L. (2023). VR Brand Interactions: How VR Influences the Holistic Brand Experience and the Consumer Decision Journey [Paper presentation]. The 8th International XR-Metaverse Conference, Las Vegas, United States.

Baiwir, L., Dessart, L., & Delcourt, C. (05 September 2022). Customer engagement with preventive health technologie: can gamification be detrimental? [Paper presentation]. 2nd International Workshop on Gamification and Motivational Technologies (GAMOTEC).
Editorial reviewed

Baiwir, L., Dessart, L., & Delcourt, C. (24 June 2022). Exploring the factors that drive customers to engage with preventive health technologies [Paper presentation]. Frontiers in Service 2022, Boston, United States - Massachusetts.
Editorial reviewed

Baiwir, L., Dessart, L., & Delcourt, C. (2022). Exploring the factors that drive customers to engage with preventive health technologies [Paper presentation]. SERVSIG, Glasgow, United Kingdom.
Peer reviewed

Dessart, L., & Bressolles, G. (2022). Exploring the intensity of practices in brand communities [Paper presentation]. SERVSIG, Glasgow, United Kingdom.
Peer reviewed

Kostyk, A., Dessart, L., & Cowan, K. (2022). Consumer Memories of VR Brand Experiences: A Working Paper [Paper presentation]. Global Brand Conference.
Peer reviewed

Bressolles, G., & Dessart, L. (2022). INTENSITY OF PRACTICES IN BRAND COMMUNITIES: THE CASE OF CROSSFIT [Paper presentation]. Congrès international de l'AFM, Tunis, Tunisia.
Peer reviewed

Cowan, K., Dessart, L., & Kostyk, A. (2022). Virtual Brand Experiences: The Formation of Semantic and Episodic Memories [Paper presentation]. International XR conference, Lisbon, Portugal.
Peer reviewed

Bosma, M., & Dessart, L. (June 2021). How Technology Influences Customer Experience In Complex Service Settings [Paper presentation]. Academy of Marketing Science Annual Conference.

Kostyk, A., Cowan, K., & Dessart, L. (2021). Memory of Virtual Reality brand experiences: what consumers remember and why [Paper presentation]. Society for Marketing Advances Annual Conference, Orlando, United States.

Bosma, M., & Dessart, L. (2021). The Influence of Digitalization on Customer Experience in Complex Service Settings: A Focus on the Insurance Industry [Paper presentation]. Frontiers in Service.

Standaert, W., & Dessart, L. (2020). Drone Racing League: Brouiller les frontières physique-virtuel [Paper presentation]. 25ème conférence de l’Association Information et Management.

Veloutsou, C., & Dessart, L. (May 2019). Socialising in- and outside brand communities [Paper presentation]. Global Brand Conference, Berlin, Germany.

Pitardi, V., & Dessart, L. (2018). Narrative Advertising and Language concreteness: the effect on willingness to advise [Paper presentation]. 47th EMAC Annual Conference, Glasgow, United Kingdom.

Pitardi, V., & Dessart, L. (2018). The Effect of Narrative on Advertising Effectiveness: The Moderating Role of Concreteness Language [Paper presentation]. Academy of Marketing Science Conference.

Dessart, L., Aldas-Manzano, J., & Veloutsou, C. (2018). Heterogeneous brand engagement in brand communities [Paper presentation]. 47th EMAC Annual Conference.

Dessart, L. (May 2016). The central and sufficient role of identification in brand communities [Paper presentation]. Academy of Marketing Science Annual Conference.

Brandt, C., Dessart, L., & Pahud de Mortanges, C. (March 2011). The impact of brand pages on brand page commitment and brand commitment in the context of social networking sites [Paper presentation]. 2011 Thought Leaders International Conference on Brand Management, Lugano, Switzerland.

Dessart, L., Brandt, C., & Pahud de Mortanges, C. (March 2011). Brand commitment on brand pages in a Social Networking Site context [Paper presentation]. The Thought Leaders International Conference on Brand Management, Lugano, Switzerland.

Scientific conferences in universities or research centers

Baiwir, L., Dessart, L., & Delcourt, C. (18 December 2023). Immersion vs. achievement gamification mechanisms and their influence on consumer engagement and wellbeing [Paper presentation]. Journée du Marketing Belge Francophone, Louvain-La-Neuve, Belgium.

Kandil, O., Standaert, W., & Dessart, L. (12 May 2023). A framework to improve the digital customer experience in a complex services context [Paper presentation]. Euregio 2023, Maastricht, Netherlands.

El Midaoui, Y., Dessart, L., & Standaert, W. (04 May 2023). The Negative impact of Artificial Intelligence technologies on Customer Brand Engagement in the Tourism industry [Paper presentation]. Global Brand Conference, Bergamo, Italy.

Baiwir, L., Dessart, L., & Delcourt, C. (04 May 2023). Am I feeling better? Exploring the relationship between consumer engagement with preventive health technologies and wellbeing [Paper presentation]. HEC Liège Research Day, Liège, Belgium.

Kandil, O., Dessart, L., & Standaert, W. (2023). A framework to improve Digital Customer Experience in Complex Services [Paper presentation]. HEC research day.

El Midaoui, Y., Dessart, L., & Standaert, W. (21 April 2022). The Impact of AI on Consumer Engagement in the Travel Industry [Paper presentation]. Internal Marketing Seminar.

Dessart, L. (2022). Life as a researcher, life of a paper: managing the unexpected [Paper presentation]. Doctoral Seminar, Twente, Netherlands.

El Midaoui, Y., Dessart, L., & Standaert, W. (2022). The Impact of AI on Consumer Engagement in the Travel Industry [Paper presentation]. Belgian Service Research Day, Mons, Belgium.

Dessart, L., & Hoornaert, S. (2022). Digital consumer engagement with storytelling ads: the role of story elements [Paper presentation]. Euregio Marketing and Service Innovation Day, Liège, Belgium.

El Midaoui, Y., Dessart, L., & Standaert, W. (29 October 2021). The Impact of AI on Consumer Engagement in the Travel Industry [Paper presentation]. Internal Marketing Seminar.

Baiwir, L., Dessart, L., & Delcourt, C. (23 April 2021). Customer Engagement with Preventive Health Technologies [Paper presentation]. Belgian Service Research Day, Belgium.

Bosma, M., & Dessart, L. (2021). What critical aspects influence the development and adoption of technology in complex service settings? [Paper presentation]. Belgian Service Research Day.

Dessart, L. (2019). Digital dissemination and personal branding for researchers [Paper presentation]. Doctoral Seminar.

Scientific congresses and symposiums with national audience

Dessart, L., & Veloutsou, C. (2017). The role of self-determination in negative brand relationships: a focus on the Apple anti-brand community [Paper presentation]. Consumer Brand Relationship Conference, Porto, Portugal.

Dessart, L., & Veloutsou, C. (2017). Explaining anti-brand community participation [Paper presentation]. 12th Global Brand Conference, United Kingdom.

Dessart, L., & Lunardo, R. (2017). Do ads that tell a story always perform better? [Paper presentation]. Academy of Marketing Science Conference.

Diverse speeches and writings

Popularization articles

Dessart, L., & Standaert, W. (2023). Quand le storytelling des marques se met au service de la durabilité. The Conversation.

Dessart, L. (2021). Sur le web, les jeunes mères se connectent aux autres… mais restent isolées. The Conversation.

Dessart, L. (2020). Les bonnes pratiques du « storytelling » dans la publicité. The Conversation.

Other articles for a general audience

Dessart, L., & Standaert, W. (2023). L’ABCD du “storytelling” pour la durabilité. La Libre Belgique.

Dessart, L. (2021). Le “grégaire anonyme” à l’heure digitale : toujours connecté, mais toujours seul. La Libre Belgique.

Dessart, L. (2019). La fin du marketing de l’influence. La Libre Belgique.

Conferences given outside the academic context

Dessart, L. (2021). Utiliser le storytelling pour communiquer à mes clients [Paper presentation]. Business Breakfast, Belgium.

Communication in media

Dessart, L. (2023). Internet Show: l'Internet des Trentenaires. Brussels, Belgium: RTBF.

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