References of "Pahud de Mortanges, Charles"
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See detailProtecting Assets Under Non-Parametric Market Conditions
Choffray, Jean-Marie ULg; Pahud de Mortanges, Charles ULg

E-print/Working paper (2014)

Under non-parametric market conditions, investors usually become more concerned about the return of their money than about the return on their money. Protecting assets becomes the surest if not the only ... [more ▼]

Under non-parametric market conditions, investors usually become more concerned about the return of their money than about the return on their money. Protecting assets becomes the surest if not the only path to survival and growth. High frequency trading systems, over leveraged shadow entities, flash crashes, and stealth central bank actions, to name a few, contribute to create a “Rumsfeldian” type of world in which decision makers have to cope not only with “Known knowns” – things they know that they know – but also with “Unknown unknowns” – things they don’t know that they don’t know! The goal of this paper is to explore such a conceptual model of the “Unknown” and to derive from it a concise and coherent set of battle-tested heuristics aimed at designing effective investment strategies to protect assets. [less ▲]

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See detailFidélité et Substitution : Effets de l’Etendue et de la Durée des Ruptures de Stock sur le Comportement du Consommateur
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van Riel, Allard ULg

Conference (2011, May)

Our research presents three types of stock outs: the traditional stock out, the prolonged stock out and the brand prolonged stock out. The research question is as follows: « Is the consumer going to stay ... [more ▼]

Our research presents three types of stock outs: the traditional stock out, the prolonged stock out and the brand prolonged stock out. The research question is as follows: « Is the consumer going to stay loyal to the store by choosing a substitute or is he going to chose another retail store? » [less ▲]

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See detailCity branding: A brand concept map analysis of a university town
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg

in Place Branding and Public Diplomacy (2011), 7(1), 50-63

The aims of this research are (1) to assess the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of students choosing a university town and (2 ... [more ▼]

The aims of this research are (1) to assess the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of students choosing a university town and (2) to investigate whether brand concept mapping (BCM) is applicable to cities. The city brand image is captured through Zaltman ’ s Metaphor Elicitation Technique, BCM and importanceperformance ratings. The authors identifi ed six categories of criteria used by students when selecting a university town. In applying the results to Liege, a Belgian university town, the authors showed that Liege is recognized for its nightlife, its young population and its historical heritage. This article proposes a useful framework for city councils to assess how to compare the perception of different segments regarding cities; how to improve the city brand image; how to compare different university towns; and how to attract students. Finally, the research validates earlier studies on BCM, confi rms the improvement of the methodology and widens its applications to city brands. [less ▲]

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See detailAssociative Networks: A New Approach to Market Segmentation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van Riel, Allard et al

in International Journal of Market Research (2011), 53(2), 187-207

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods ... [more ▼]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks.These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

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See detailBrand commitment on brand pages in a Social Networking Site context
Dessart, Laurence; Brandt, Céline ULg; Pahud de Mortanges, Charles ULg

Conference (2011, March)

Social Networking Sites (SNS) provide a new platform for consumer/brand interaction on the Internet. On SNS, firms have the opportunity to create and manage a “brand page” in order to interact with SNS ... [more ▼]

Social Networking Sites (SNS) provide a new platform for consumer/brand interaction on the Internet. On SNS, firms have the opportunity to create and manage a “brand page” in order to interact with SNS members. Brand pages allow interaction between the members of the page, as well as interaction between the members and the brand, namely brand tribalism and brand relationship. This paper investigates the functioning of SNS as a new platform for brand communities, integrating both consumer-brand relationship and brand communities. More specifically, we aim to understand the impact of brand-managed communities embedded in SNS on brand page commitment and brand commitment. Results show that members’ freedom of expression and recognition for contribution on the brand page impact positively brand pages commitment, which in turn impacts brand commitment. Consequently, brand commitment influences the members’ intention to generate positive word-of-mouth about the brand and willingness to engage in co-production. [less ▲]

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See detailThe impact of brand pages on brand page commitment and brand commitment in the context of social networking sites
Brandt, Céline ULg; Dessart, Laurence; Pahud de Mortanges, Charles ULg

Conference (2011, March)

This study is an investigation of the impact of brand pages on Social Networking Sites (SNS) in the creation of brand commitment. The main determinants of brand page commitment are evaluated before ... [more ▼]

This study is an investigation of the impact of brand pages on Social Networking Sites (SNS) in the creation of brand commitment. The main determinants of brand page commitment are evaluated before assessing its impact on brand commitment. Subsequently, some of the potential consequences of brand commitment are assessed. The empirical part of the study was conducted in collaboration with Netlog, the first European SNS. A questionnaire assessing the 9 variables of the model was answered by a sample of 250 Netlogers. The results show that the main determinants of brand page commitment are the freedom to express on the brand page and the recognition for contributing to it. Furthermore, the study revealed a favorable impact of brand page commitment on brand commitment. The two validated consequences of brand commitment in such a context are the intention to generate positive word-of-mouth about the brand and the willingness to co-produce. [less ▲]

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See detailBrand Concept Maps: A Method of Capturing Doppelganger Brand Image
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2010, April)

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of ... [more ▼]

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of this value destruction, known as doppelgänger brand image (DBI). DBI is defined as the appearance, or reinforcement, of negative associations at the brand reputation level. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and media credibility on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

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See detailHow to capture Doppelganger Brand Image with Brand Concept Mapping
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van Riel, Allard et al

Scientific conference (2010, February)

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value ... [more ▼]

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value destruction, known as doppelgänger brand image (DBI). The authors define DBI as the appearance, or reinforcement, of negative associations at the brand reputation level. Brand reputation is the collective brand image that is shared by multiple stakeholders. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of the type of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and type of media on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

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See detailBrand Concept Maps: A Method of Capturing Brand Image Confusion
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Scientific conference (2009, June)

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture ... [more ▼]

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture these changes in the established brand perception due to the launch of a new brand: the dilution of attributes and the creation of unattractive associations. The authors used a 2x2 between-subject analyses with 867 students, to study the effect of a new brand with product category similarity (versus dissimilarity) and attribute similarity (versus dissimilarity) on the perception of Xbox. Finally they studied two moderators: brand and category expertise. The results suggest that, except when the new brand has the same category and attributes than the established brand, there is an immediate risk of BIC, which is moderated by the brand expertise. This study presents a new application of BCM and provides a new way of measuring and legally proving BIC. [less ▲]

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See detailCapturing effects of brand image confusion on the brand image using associative networks: An experimental investigation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2009, April)

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the ... [more ▼]

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the brand image level. BIC occurs when consumers have difficulty distinguishing brands with closely resembling brand associations (logo, symbol, package design or other attributes). In this study, we address the lack of an appropriate method to capture the weakening of brand associations and the creation of unwanted associations as a result of BIC. Design/methodology/approach – We first introduce brand concept mapping (BCM), a powerful approach to measuring the brand image, and argue why this method is more appropriate than other methods. Subsequently, we investigate in an experiment how consumer exposure to a new brand with a closely resembling brand name affects their perceptions of the original brand image. Findings - Results suggest that, except when the new brand has exactly the same category and attributes as the original brand, a risk of BIC exists. This risk appears to be moderated by the consumer's previous experience with the brand. Originality/value - This article offers advice to academics and managers with respect to better capturing the consequences of BIC. It shows how the introduction of a brand with a closely resembling brand name, even if the introduction takes place in another category, may harm the original brand. Finally, as a result, it implicitly raises the question of the broadening of the legal trademark dilution concept. [less ▲]

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See detailCity Branding: A Brand Concept Map Analysis
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg

Conference (2008, April)

The purpose of this study is to identify the dimensions of beliefs among students choosing a university town and investigate if brand concept mapping (BCM) is applicable to cities. The city brand image is ... [more ▼]

The purpose of this study is to identify the dimensions of beliefs among students choosing a university town and investigate if brand concept mapping (BCM) is applicable to cities. The city brand image is captured through Zaltman’s Metaphor Elicitation Technique (ZMET), BCM and importance-performance ratings. The authors identified six categories of criteria used by students when selecting a university town. In applying the results to Liege, a Belgian university town, the authors showed that Liege is recognized for its nightlife, its young population and its historical heritage. This paper proposes a useful framework for city councils to assess how to compare the perception of different segments regarding cities; how to improve the city brand image; how to compare different university towns and how to attract students. Finally, the research validates earlier studies on BCM, confirms the improvement of the methodology and widens its applications to city brands. [less ▲]

Detailed reference viewed: 355 (11 ULg)
See detailCity Branding: A brand Concept Map Analysis
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg

Scientific conference (2008, February)

The purpose of this study is to identify the dimensions of beliefs among students choosing a university town and investigate if brand concept mapping (BCM) is applicable to cities. The city brand image is ... [more ▼]

The purpose of this study is to identify the dimensions of beliefs among students choosing a university town and investigate if brand concept mapping (BCM) is applicable to cities. The city brand image is captured through Zaltman’s Metaphor Elicitation Technique (ZMET), BCM and importance-performance ratings. The authors identified six categories of criteria used by students when selecting a university town. In applying the results to Liege, a Belgian university town, the authors showed that Liege is recognized for its nightlife, its young population and its historical heritage. This paper proposes a useful framework for city councils to assess how to compare the perception of different segments regarding cities; how to improve the city brand image; how to compare different university towns and how to attract students. Finally, the research validates earlier studies on BCM, confirms the improvement of the methodology and widens its applications to city brands. [less ▲]

Detailed reference viewed: 23 (1 ULg)
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See detailBrand Concept Maps: a New Approach to Market Segmentation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2007, April)

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement ... [more ▼]

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This article then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks. These networks are first aggregated to emphasize the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

Detailed reference viewed: 225 (3 ULg)
See detailBrand Concept Map: a new approach to market segmentation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van riel, Allard

Scientific conference (2007, February)

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods ... [more ▼]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This chapter then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks. These networks are first aggregated to measure the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

Detailed reference viewed: 50 (3 ULg)