References of "Brandt, Céline"
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See detailWhat Is the Role of the Brand Human Voice in Driving Consumer Engagement
Gretry, Anaïs ULg; Brandt, Céline ULg; Van Riel, Allard

Scientific conference (2013, May 17)

Social media, and especially virtual brand communities, now offer new opportunities to connect consumers with a brand during the communication process. The objectives of this research are to (a) propose ... [more ▼]

Social media, and especially virtual brand communities, now offer new opportunities to connect consumers with a brand during the communication process. The objectives of this research are to (a) propose an explanatory model depicting how consumers develop emotional attachment to a brand as a result of their experience on the virtual brand community, (b) determine the influence of the Brand Human Voice on consumer emotional attachment and (c) emphasize the moderating role of consumers needs/motivations on their engagement towards the brand. [less ▲]

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See detailUsing Brand constellation to segment the market: a goal systemic perspective
Brandt, Céline ULg; Hammedi, Wafa

Conference (2013, April 03)

This paper is aiming to expand the literature on consumption constellation by bridging the gap with the goal-oriented perspective and cognitive networks. We emphasize how brands could be considered as ... [more ▼]

This paper is aiming to expand the literature on consumption constellation by bridging the gap with the goal-oriented perspective and cognitive networks. We emphasize how brands could be considered as complementary means to reach high-level goals following the consumption constellation theory. This research also extend the knowledge on segmentation, first by recommending segmentation based on goals and means, and secondly by providing an operational method to capture these segments. Practically, we first collected data on the consumers’ hierarchy of goals in order to build a typology of goals and relate them to the consumers’ lifestyles. Secondly, brand constellations were elicited and mapped by the consumers, using brand concept mapping. Thirdly, network analytics were used to interpret the networks. [less ▲]

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See detailBilan des pratiques de veille stratégique au sein des PME wallonnes
Gretry, Anaïs ULg; Brandt, Céline ULg; Delcourt, Cécile ULg

in Revue Française du Marketing (2013)

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See detailLe city Branding
Brandt, Céline ULg; Cadiat, Anne-Christine ULg

Conference given outside the academic context (2013)

Les villes sont sujettes à des croissances internes, des cycles de déclin, des chocs externes et des forces au-delà de leur contrôle. Le déclin de certaines industries, le chômage, la fermeture des ... [more ▼]

Les villes sont sujettes à des croissances internes, des cycles de déclin, des chocs externes et des forces au-delà de leur contrôle. Le déclin de certaines industries, le chômage, la fermeture des commerces, la migration des résidents et des entreprises, le crime, la drogue,… poussent de nombreuses villes vers la dépression. La plupart de ces villes possèdent un réel potentiel de revitalisation. Comment réaliser un plan marketing pour une ville ? Quelles sont les stratégies d’amélioration de l’attractivité ? Comment positionner une ville ? Qui sont les cibles privilégiées du marketing des villes ? Comment les villes gèrent-elles leur image ? Qui participe au marketing des villes ? Comment les publics-cibles des villes font-ils leur choix ? Quels sont les moyens de communication à disposition des villes ? Voici quelques-unes des questions auxquelles nous essayerons de répondre ensemble. [less ▲]

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See detailBranding et nouveaux médias
Gretry, Anaïs ULg; Brandt, Céline ULg; Pire, Stephan

Article for general public (2013)

Description de la collaboration entre epoKsy® et HEC-ULg au sujet de la communication des marques sur les réseaux sociaux.

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See detailHumanisation de la marque et web 2.0
Brandt, Céline ULg

Article for general public (2012)

La personnification est l’action de représenter sous les traits d’une personne une chose abstraite ou inanimée. Au sein des réseaux sociaux, les consommateurs souhaitent s’adresser directement au porte ... [more ▼]

La personnification est l’action de représenter sous les traits d’une personne une chose abstraite ou inanimée. Au sein des réseaux sociaux, les consommateurs souhaitent s’adresser directement au porte-parole de la marque, en général le dirigeant de la société. Les conséquences de ce type de communication personnelle sur le comportement du consommateur sont l’amélioration de la confiance, la satisfaction et l’engagement du consommateur. [less ▲]

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See detailEt pratiquement, je fais quoi ? De la veille à l’étude de marché
Brandt, Céline ULg; Gruslin, Claire ULg

Conference given outside the academic context (2012)

L'objectif de cette intervention était de faire le lien entre le concept de veille stratégique et ses composantes (socio-éco, concurrentielle, technologique, juridique et fiscale, réputation et l’image ... [more ▼]

L'objectif de cette intervention était de faire le lien entre le concept de veille stratégique et ses composantes (socio-éco, concurrentielle, technologique, juridique et fiscale, réputation et l’image, et veille de marché) et le concept d'étude de marché. Partant du constat que l'étude de marché est peu ancrée dans la culture des PME wallonnes, cette allocution visait à proposer des méthodes de collecte et d’analyse des données adaptées aux différents besoins en information. [less ▲]

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See detailBilan des pratiques de veille stratégique au sein des PME wallonnes
Gretry, Anaïs ULg; Brandt, Céline ULg; Delcourt, Cécile ULg

Conference (2012, October 12)

Dans le contexte actuel de mondialisation, la turbulence des marchés engendre une concurrence croissante entre les entreprises. En vue d’assurer leur pérennité, il devient essentiel pour les organisations ... [more ▼]

Dans le contexte actuel de mondialisation, la turbulence des marchés engendre une concurrence croissante entre les entreprises. En vue d’assurer leur pérennité, il devient essentiel pour les organisations d’avoir recours à la veille stratégique, et particulièrement la veille concurrentielle à savoir le processus par lequel les organisations collectent des informations sur les concurrents et l’environnement concurrentiel (Wright, Eid & Fleisher, 2009, p.942). L’objectif de la présente recherche est de contribuer, au niveau wallon, à l’aspect quantitatif de la littérature relative à la veille stratégique et d’examiner la relation entre les variables contextuelles (la structure formelle, l’implication du personnel et la culture organisationnelle) et le processus de veille stratégique. Elle vise également à améliorer les pratiques de veille grâce à une meilleure compréhension de l’impact des variables de contexte sur le processus de veille stratégique. A ce titre, 81 dirigeants de PME ont été interrogés sur le processus de veille mis en place au sein de leur société. On constate dans cette première étude belge que la plupart des PME wallonnes n’ont pas recours à un processus de veille stratégique. De plus, concernant l’influence du contexte organisationnel sur le processus de veille, nous avons démontré qu’une meilleure structure formelle, l’implication du personnel ainsi qu’une culture d’entreprise tournée vers la veille stratégique améliorent le processus. Par ailleurs, les entreprises de taille moyenne et celles orientées vers l’innovation ont davantage recours à la veille stratégique que les petites entreprises ou celles avec une stratégie d’imitation. [less ▲]

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See detailLiège 2017: Connectez-vous
Brandt, Céline ULg

Article for general public (2012)

Le comité de Liège Expo 2017 a pris le parti de faire de la connectivité sa thématique phare: 4 scientifiques s'expriment au sujet de la connectivité.

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See detailIs your company oriented toward strategic intelligence?
Brandt, Céline ULg; Gretry, Anaïs ULg; Gruslin, Claire ULg

Article for general public (2012)

If you wonder if your company is active in the different fields of strategic intelligence and which are its strengths and weaknesses, this questionnaire will help you to do so.

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See detailComment réaliser une étude de marché
Brandt, Céline ULg

Article for general public (2012)

Cet article répond aux questions suivantes: En quoi consiste une étude de marché, quand la réaliser et quelles techniques utiliser.

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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 detailMeasuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks: Theory and Implications for Consumer Goods
Brandt, Céline ULg

Doctoral thesis (2010)

This study specifically addresses the question of how associative networks contribute to brand image perception measurement to segment the market more effectively, as well as to demonstrate brand image ... [more ▼]

This study specifically addresses the question of how associative networks contribute to brand image perception measurement to segment the market more effectively, as well as to demonstrate brand image impairment. Carried out using surveys and experimental designs, this dissertation is positioned as part of the research stream on the use of associative networks in marketing, and particularly consumer mapping. Firstly, this study provides clear arguments for using brand concept maps (BCM) as highly suitable method to capture the complete brand image and segment the market based on brand perception. Secondly, thanks to BCM, the present research provide empirical evidences on the likelihood of brand image confusion, namely the dilution of attributes and the creation of unattractive associations, as a result of the introduction of a new brand. Thirdly, BCM captures the effect of exposure to negative user-generated content on the likelihood of doppelganger brand image, namely the appearance, or reinforcement, of negative associations at the brand reputation level. This work reveals that BCM is a superior approach to measure brand image and brand reputation, compared to dyadic methods. In addition, it broadens the applications of associative networks in marketing. Moreover this research shows how consumers and competitors may influence the brand image. Besides this scientific output, this research aims in providing brand mangers with an effective method to monitor and capture brand image and brand reputation. [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 ▲]

Detailed reference viewed: 193 (0 ULg)