http://hdl.handle.net/2268/69 Search this channel search http://orbi.ulg.ac.be/simple-search http://hdl.handle.net/2268/150040 Title: To Be Afraid or to Be Proud? The Impact of Emotional Valence and Response Efficacy on Persuasion in Anti-Drink Driving Advertising <br/> <br/>Author, co-author: Hazee, Simon <br/> <br/>Abstract: Social marketers traditionally use negative emotions although they can be ineffective on persuasion. However, few social marketers use positive emotions while commercial marketers use them extensively. Accordingly, this study aims to understand the impact of positive versus negative emotional appeals on persuasion of young adults in a road safety context through a 2 (pride versus fear) × 2 (low versus high response efficacy) factorial design. ANCOVA results show the significant role of both types of emotions on persuasion, regardless the level of response efficacy. Surprisingly, “fear” is more persuasive than “pride”. Hence, social marketers should consider using emotions when building future models and communication campaigns targeting young adults. Future research should investigate under which conditions ‘pride’ can be the most persuasive. Fri, 07 Jun 2013 14:59:03 GMT http://hdl.handle.net/2268/149897 Title: What is the role of the Brand Human Voice in driving Consumer Engagement? A social media perspective <br/> <br/>Author, co-author: Gretry, Anaïs; Brandt, Céline; Van Riel, Allard Thu, 06 Jun 2013 07:51:58 GMT http://hdl.handle.net/2268/149072 Title: What Is the Role of the Brand Human Voice in Driving Consumer Engagement <br/> <br/>Author, co-author: Gretry, Anaïs; Brandt, Céline; Van Riel, Allard <br/> <br/>Abstract: 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. Thu, 23 May 2013 12:22:23 GMT http://hdl.handle.net/2268/147965 Title: Sustainable Product Service Systems: consumer usage intentions and impact on well-being <br/> <br/>Author, co-author: Hazee, Simon Mon, 06 May 2013 14:39:20 GMT http://hdl.handle.net/2268/146977 Title: The impact of negative (fear) and positive (pride) emotional appeals on persuasion in a public health communication context: road safety case in Belgium. <br/> <br/>Author, co-author: Hazee, Simon Wed, 17 Apr 2013 07:59:35 GMT http://hdl.handle.net/2268/146944 Title: le marketing stratégique et opérationnel <br/> <br/>Author, co-author: de Moerloose, Chantal; lambin, jean-jacques Tue, 16 Apr 2013 14:22:03 GMT http://hdl.handle.net/2268/143748 Title: The impact of negative (fear) and positive (pride) emotional appeals on persuasion in a public health communication context: road safety case in Belgium <br/> <br/>Author, co-author: Hazee, Simon Tue, 26 Feb 2013 09:05:01 GMT http://hdl.handle.net/2268/143727 Title: Quand la notoriété flirte avec le marketing <br/> <br/>Author, co-author: Gretry, Anaïs; Pire, Stephan; Compagnon, Julie <br/> <br/>Abstract: Là où, il y a quelques années, les canaux de diffusion variaient lorsqu’il s’agissait de commercialiser un produit, de partager le fruit d’une recherche ou une création artistique, un concept vaut aujourd’hui pour garantir le rayonnement souhaité à ce que vous entreprenez : "le personal branding". Ce phénomène s’est imposé, évidemment, avec l’usage des réseaux sociaux. On observe ainsi, par exemple, qu’articuler la communication autour d’un individu qui représente une Marque permet d’établir plus rapidement une confiance entre les consommateurs et la Marque et que cela génère également plus d’audience. Effet de mode ? Peut-être, mais de Ford Motors à l'Apple de Steve Jobs en passant par le Live Aid de Bob Geldof, on constate le succès de cette méthode. Et derrière cette pratique, on retrouve finalement deux principes fondamentaux : animer de vraies conversations et humaniser les relations. Les Community Managers de SheepStudio et de LiBook s’intéressent depuis plusieurs années à ce revirement de méthodologie. Leur recherche est l’objet aujourd’hui d’une chaire à HEC "La Chaire epoKsy", en collaboration avec Eric Poskin, Directeur de Hermes Strategic. Ensemble, au cours de ce lunch-conférence LIEGE CREATIVE, nous réfléchirons à ce phénomène qui dépasse la simple méthodologie de marketing et nous répondrons à différentes questions : cette stratégie vaut-elle pour tous les domaines, que faut-il intégrer dans sa stratégie, quels écueils éviter pour augmenter positivement sa réputation en ligne ? Mon, 25 Feb 2013 19:47:25 GMT http://hdl.handle.net/2268/143725 Title: Branding et nouveaux médias <br/> <br/>Author, co-author: Gretry, Anaïs; Brandt, Céline; Pire, Stephan <br/> <br/>Abstract: Description de la collaboration entre epoKsy® et HEC-ULg au sujet de la communication des marques sur les réseaux sociaux. Mon, 25 Feb 2013 19:43:00 GMT http://hdl.handle.net/2268/142912 Title: How does the organizational context influence the Competitive Intelligence process among Walloon SMEs? <br/> <br/>Author, co-author: Gretry, Anaïs <br/> <br/>Abstract: In this increasingly turbulent, global and competitive context, it becomes critical for companies to create and sustain a competitive advantage. Competitive Intelligence (CI), defined as “the process by which organizations gather information on competitors and the competitive environment [...]” (Wright, Eid & Fleisher, 2009, p.942), can contribute to do so by enabling managers to be aware of and respond to changes in their competitive environment. The CI process includes four steps: (a) planning and focus, (b) data collection, (c) data analysis and (d) communication. First, this paper assesses the level of deployment of CI among Walloon SMEs. Second, it examines the influence of context variables on the CI process. A questionnaire was distributed to 423 Walloon SMEs’ executives, of whom 81 answered. SMEs’ executives were surveyed about their companies’ CI practices as well as their perception of their company’s formal structure, employee involvement and organizational awareness. We found that Walloon SMEs are not very active to conduct CI effectively. Indeed, while Walloon SMEs have recognized that, theoretically, CI is a necessary activity for maintaining a competitive advantage, in practice, most of them do not have yet a well-established CI process in their company. Then, we established the influence of the context in which CI takes place on the success of the CI process. Specifically, we supported that better formal structure, employee involvement and organizational awareness improve the CI process. Finally, we examined the impact of two extra potential antecedents, namely the innovation orientation and the company’s size. We found that innovation-oriented companies tend to exploit CI more than followers. The results lead to several recommendations for SMEs. First, managers should be aware that CI is critical for their company’s survival since the context in which they operate is increasingly competitive. Second, businesses, especially those that are innovation-oriented, should note that an improvement in their formal infrastructure, organizational awareness and employee involvement processes could significantly enhance their CI efficiency. <br/> <br/>Commentary: Prix du meilleur mémoire en Marketing (STIMA) Thu, 14 Feb 2013 14:34:50 GMT http://hdl.handle.net/2268/137303 Title: Humanisation de la marque et web 2.0 <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 14:24:44 GMT http://hdl.handle.net/2268/137302 Title: Liège 2017: Connectez-vous <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 14:14:09 GMT http://hdl.handle.net/2268/137300 Title: Comment réaliser une étude de marché <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: Cet article répond aux questions suivantes: En quoi consiste une étude de marché, quand la réaliser et quelles techniques utiliser. Thu, 03 Jan 2013 14:05:00 GMT http://hdl.handle.net/2268/137299 Title: Liège se fait belle <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: La gare de Santiago Calatrava et la Médiacité de Ron Arad, récemment inaugurées, apportent un lustre nouveau à la Cité ardente. Quel en sera l'impact ? Avis glanés auprès de Jean-Marie Hauglustaine, chargé de cours expert en développement durable (faculté des Sciences), et de Céline Brandt, assistante et spécialiste du "city branding" (HEC-ULg). Thu, 03 Jan 2013 13:54:29 GMT http://hdl.handle.net/2268/137298 Title: Is your company oriented toward strategic intelligence? <br/> <br/>Author, co-author: Brandt, Céline; Gretry, Anaïs; Gruslin, Claire <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 13:49:48 GMT http://hdl.handle.net/2268/137297 Title: Brand Concept Maps: A Method of Capturing Brand Image Confusion <br/> <br/>Author, co-author: Brandt, Céline; Pahud de Mortanges, Charles; Bluemelhuber, Christian; Van Riel, Allard <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 13:32:20 GMT http://hdl.handle.net/2268/137296 Title: City Branding : A Brand Concept Map Analysis of a university town <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: Because of the links to brand equity, it is crucial for marketing managers to be aware of the brand perception and its strategic and tactical implications. This article reports an empirical application of brand concept map (BCM) to city branding, and especially to the determination of how a large university town is perceived by students. After having generated the list of attributes using Zaltman metaphor elicitation technique (ZMET), we build 6 categories of important criteria when choosing a university town: economy, physical environment, activities and facilities, brand and reputation, people, and finally accessibility. The study the provides evidence that, among these attributes, Liège is particularly famous for the nightlife, the young population and the historical heritage. The effect of the students’’s country of origin appears to play a major role on the city perception. This research also gets insights into Liège’s weaknesses in terms of brand image. Managerial and research applications are provided. Thu, 03 Jan 2013 13:27:16 GMT http://hdl.handle.net/2268/137295 Title: City Branding: A brand Concept Map Analysis <br/> <br/>Author, co-author: Brandt, Céline; Pahud de Mortanges, Charles <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 13:20:00 GMT http://hdl.handle.net/2268/137294 Title: Brand Concept Map: a new approach to market segmentation <br/> <br/>Author, co-author: Brandt, Céline; Pahud de Mortanges, Charles; Van riel, Allard <br/> <br/>Abstract: 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. Thu, 03 Jan 2013 13:15:51 GMT http://hdl.handle.net/2268/137281 Title: Measuring Brand Image Perception and Changes in Brand Image Perception wth Brand Concept Maps - Capturing Strength, Uniqueness and Favourability of Brand Associations in Different Contexts <br/> <br/>Author, co-author: Brandt, Céline <br/> <br/>Abstract: Recently, authors have emphasized the differences between brand images held by different individuals depending on the perception, the experience with the brand and the types of contacts with the company. This finding is in sharp contrast with the conventional view recommending consistency and coherence in all the company’s actions. This research tradition has been called the consumer-focused view. Therefore, the author emphasized several academic motivations to develop research on brand image measurement on a consumer level. First, considering that different images are socially constructed constellations of meanings, established between marketers and consumers, with implications for both parties as well as for the marketplace and society at large, this phenomenon raises new issues in managing brand image: Should the company define segments with different brand perceptions and adapt its strategy to these perceptions, how can the city council satisfy the different stakeholders of a city brand, to what extent does the launch of a junior brand influence the perception of a senior brand with a similar name, to what extent do opinion leaders and antibrand activists influence the perception of a corporate brand. Second, there is a need for a process-oriented methodology, namely one that recognizes changes in brand images due to all the influences in the marketplace, to measure the brand perception and capture any change in the brand perception that is due to external factors, namely factors that are not decided by the company. Third, considering the link between brand image and brand equity, the method should focus on the contribution of attributes to brand equity, capturing the strengths, uniqueness and the favourability of these associations. And fourth, regarding the varied natures of brand attributes (functional, emotional, people, ethics, etc) depending on the type of brand (product brand, service brand, city brand and corporate brand), this technique to assess brand image perception should be applicable to all kinds of brands. As a result, the overall objective of this research is to provide profound insight into a measurement method of brand image perception and changes in brand image perception, capturing the strengths, uniqueness and favorability of brand attributes in different contexts, as a consequence of the new consumer focused and process-oriented views. Thu, 03 Jan 2013 12:47:41 GMT