Publications and communications of Anaïs Grétry

Davis, S. W., Horváth, C., Grétry, A., & Belei, N. (2019). Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement. Journal of Business Research, 100, 150-164. doi:10.1016/j.jbusres.2019.01.071

Gretry, A. (2017). More than Just Words. How the Communication Style Adopted by Brands Affect their Relationships with Consumers [Doctoral thesis, ULiège - Université de Liège]. ORBi-University of Liège. https://orbi.uliege.be/handle/2268/215598

Gretry, A., Horváth, C., Belei, N., & van Riel, A. (01 February 2017). “Don't pretend to be my friend!” When an informal brand communication style backfires on social media. Journal of Business Research, 74, 77–89. doi:10.1016/j.jbusres.2017.01.012

Gretry, A., Horváth, C., & Belei, N. (May 2016). That’s embarrassing! Effects of Brand Anthropomorphism on Intimate Disclosure [Paper presentation]. Brands and Brand Relationships 2016, Toronto, Canada.

Gretry, A., Horváth, C., Belei, N., & Van Riel, A. (June 2015). Don't Pretend to Be My Friend! The Effect of Brand Communication Style on Consumers’ Initial Brand Trust in Social Media [Paper presentation]. 44th EMAC Annual Conference, Leuven, Belgium.

Gretry, A., & Horvath, C. (20 January 2015). The role on brand anthropomorphism in consumers' self-disclosure [Paper presentation]. Internal seminar at the University of British Columbia, Sauder School of Business.

Gretry, A., Horváth, C., Belei, N., & Van Riel, A. (23 October 2014). The effect of Brand Anthropomorphism on Self-Disclosure [Paper presentation]. Association for Consumer Research, Baltimore, United States.

Gretry, A., Horváth, C., & Van Riel, A. (21 May 2014). Can Brand Engagement Be Built through the Brand Communication Style? The Role of Anthropomorphism [Paper presentation]. 2014 Academy of Marketing Science® Annual Conference, Indianapolis, United States.

Gretry, A., Brandt, C., & Van Riel, A. (03 June 2013). What is the role of the Brand Human Voice in driving Consumer Engagement? A social media perspective [Paper presentation]. EMAC 26th Doctoral Colloquium.

Gretry, A., Brandt, C., & Van Riel, A. (17 May 2013). What Is the Role of the Brand Human Voice in Driving Consumer Engagement [Paper presentation]. Consumer Brand Relationships 20133, Boston, United States.

Gretry, A., Brandt, C., & Delcourt, C. (2013). Bilan des pratiques de veille stratégique au sein des PME wallonnes. Revue Française du Marketing.

Gretry, A., Pire, S., & Compagnon, J. (2013). Quand la notoriété flirte avec le marketing.

Gretry, A., Brandt, C., & Pire, S. (2013). Branding et nouveaux médias. Spirit of Management.

Gretry, A., Brandt, C., & Delcourt, C. (12 October 2012). Bilan des pratiques de veille stratégique au sein des PME wallonnes [Paper presentation]. 11ème Forum Européen Intelligence Economique et Stratégique, Lille, France.

Brandt, C., Gretry, A., & Gruslin, C. (October 2012). Is your company oriented toward strategic intelligence? Spirit of Management, 16, p. 16-19.

Gretry, A. (2012). How does the organizational context influence the Competitive Intelligence process among Walloon SMEs? [Master’s dissertation, ULiège - Université de Liège]. ORBi-University of Liège. https://orbi.uliege.be/handle/2268/142912