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Conference Presentations by Laurence Dessart

Research paper thumbnail of Customer engagement in online brand-related communities: a social media perspective

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Research paper thumbnail of Brand communities and anti-brand communities: similarities, differences and implications for managers

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Research paper thumbnail of The impact of brand pages on brand page commitment and brand commitment in the context of Social Networking Sites.

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Papers by Laurence Dessart

Research paper thumbnail of What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

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Research paper thumbnail of Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

The growing use of storytelling as an advertising strategy for brands online poses the question o... more The growing use of storytelling as an advertising strategy for brands online poses the question of their relative effectiveness compared to more factual types of ads. In this context, this article focuses on the role of character identification and character type in the effects of narrative transportation that occur from storytelling ads. Using four experimental studies in two different contexts, two brand types, and two character types (human versus animal), the findings present a cautionary tale for the use of storytelling. By generating higher levels of narrative transportation, storytelling video ads can reduce character identification, which results in an overall decrease in positive attitude toward the brand, when using animal characters. These main findings are nuanced in the presence of joyful emotions. Implication for research and practice are discussed.

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Research paper thumbnail of Social media engagement: a model of antecedents and relational outcomes

This article investigates individual-level antecedents and relational outcomes of social media en... more This article investigates individual-level antecedents and relational
outcomes of social media engagement. Social media
engagement approached in this study is a three-dimensional
construct composed of affective, cognitive and behavioural
dimensions. Surveying more than 48 Facebook pages, spanning
nine product categories and 448 consumers, the results
show that product involvement, attitude towards the community
and online interaction propensity all impact social media
engagement. The study also reveals that high social media
engagement increases brand relationships significantly, particularly
affecting brand trust, commitment and loyalty.
Additionally, community engagement appears as a precursor
of brand engagement. These findings provide insight into
antecedents and outcomes of engagement for academic
research and bring value to online brand and community
management.

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Research paper thumbnail of Capturing consumer engagement: duality, dimensionality and measurement

This study advances the conceptualisation and operationalisation of consumer engagement in the co... more This study advances the conceptualisation and operationalisation
of consumer engagement in the context of online brand communities
(OBCs). Past scholarship has only partially addressed the
dimensionality of engagement and the different engagement
foci, and these oversights have important theoretical and empirical
consequences. This study contributes to the nascent stream of
research that aims to theoretically refine and operationalise
engagement by espousing the duality of engagement with two
engagement foci (brand and community) and seven sub-dimensions
of consumer engagement. Using qualitative data from consumers
and experts, three survey data sets based on English and
French samples, and two pools of mirrored items (one for each
engagement focus), the study develops and validates a dual-focus
22-item scale of consumer engagement that can be used to
operationalise engagement with various consumer engagement
objects.

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Research paper thumbnail of What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

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Research paper thumbnail of Materiality of Online Brand Community

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

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Research paper thumbnail of Brand commitment on brand pages in a Social Networking Site context

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Research paper thumbnail of The Role of Online Social Interaction in the Recommendation of a Brand Community

Engaging Consumers through Branded Entertainment and Convergent Media, 2015

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Research paper thumbnail of Consumer engagement in online brand communities: a social media perspective

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engage... more This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

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Research paper thumbnail of Customer engagement in online brand-related communities: a social media perspective

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Brand communities and anti-brand communities: similarities, differences and implications for managers

Bookmarks Related papers MentionsView impact

Research paper thumbnail of The impact of brand pages on brand page commitment and brand commitment in the context of Social Networking Sites.

Bookmarks Related papers MentionsView impact

Research paper thumbnail of What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

The growing use of storytelling as an advertising strategy for brands online poses the question o... more The growing use of storytelling as an advertising strategy for brands online poses the question of their relative effectiveness compared to more factual types of ads. In this context, this article focuses on the role of character identification and character type in the effects of narrative transportation that occur from storytelling ads. Using four experimental studies in two different contexts, two brand types, and two character types (human versus animal), the findings present a cautionary tale for the use of storytelling. By generating higher levels of narrative transportation, storytelling video ads can reduce character identification, which results in an overall decrease in positive attitude toward the brand, when using animal characters. These main findings are nuanced in the presence of joyful emotions. Implication for research and practice are discussed.

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Social media engagement: a model of antecedents and relational outcomes

This article investigates individual-level antecedents and relational outcomes of social media en... more This article investigates individual-level antecedents and relational
outcomes of social media engagement. Social media
engagement approached in this study is a three-dimensional
construct composed of affective, cognitive and behavioural
dimensions. Surveying more than 48 Facebook pages, spanning
nine product categories and 448 consumers, the results
show that product involvement, attitude towards the community
and online interaction propensity all impact social media
engagement. The study also reveals that high social media
engagement increases brand relationships significantly, particularly
affecting brand trust, commitment and loyalty.
Additionally, community engagement appears as a precursor
of brand engagement. These findings provide insight into
antecedents and outcomes of engagement for academic
research and bring value to online brand and community
management.

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Capturing consumer engagement: duality, dimensionality and measurement

This study advances the conceptualisation and operationalisation of consumer engagement in the co... more This study advances the conceptualisation and operationalisation
of consumer engagement in the context of online brand communities
(OBCs). Past scholarship has only partially addressed the
dimensionality of engagement and the different engagement
foci, and these oversights have important theoretical and empirical
consequences. This study contributes to the nascent stream of
research that aims to theoretically refine and operationalise
engagement by espousing the duality of engagement with two
engagement foci (brand and community) and seven sub-dimensions
of consumer engagement. Using qualitative data from consumers
and experts, three survey data sets based on English and
French samples, and two pools of mirrored items (one for each
engagement focus), the study develops and validates a dual-focus
22-item scale of consumer engagement that can be used to
operationalise engagement with various consumer engagement
objects.

Bookmarks Related papers MentionsView impact

Research paper thumbnail of What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Materiality of Online Brand Community

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Brand commitment on brand pages in a Social Networking Site context

Bookmarks Related papers MentionsView impact

Research paper thumbnail of The Role of Online Social Interaction in the Recommendation of a Brand Community

Engaging Consumers through Branded Entertainment and Convergent Media, 2015

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Consumer engagement in online brand communities: a social media perspective

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engage... more This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

Bookmarks Related papers MentionsView impact