Laurence DESSART

Marketing Download CV

Laurence Dessart joined KEDGE Business School as an assistant professor, specialised in digital marketing. She has a PhD from the Adam Smith Business School at the University of Glasgow, and her research focuses on consumer involvement on social media. She holds a Bachelor's and a Master's from HEC-ULg (University of Liège), where she is a lecturer. She has published articles in the Journal of Product and Brand Management, has written chapters for works and has presented her work at international conferences.
Having taught courses at various levels (Bachelor, Master, MSc), she has a solid experience in the industry. Laurence has worked for an online ad network in Shanghai and has led market surveys for different European companies and institutions. Her specialities include digital marketing, brand management, and consumer behaviour.

    Recent publications
    Publication Year of publication Type of publication
    Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35, 289-304 2018 Refereed Article
    Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes, Journal of Marketing Management, 33 (5-6), June, 375-399 2017 Refereed Article
    Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, Special Issue on Customer Engagement , 32 (5-6), 399-426 2016 Refereed Article
    Dessart, L. MADE & MORE Slow fashion Powered by eCommerce. KEDGE-OC-012 2016 Case Study
    Laurence DESSART; Cleopatra Veloutsou ; Anna Morgan-Thomasb “Capturing consumer engagement: duality, dimensionality and measurement”, Journal of Marketing Management, Special Issue on Customer Engagement , Volume 32, Issue 5-6, 2016, pp. 399-426 2016 Refereed Article
    Kedge Insights
    Insights Others authors Category Expertise
    Réseaux sociaux : à la fois bénéfiques et… risqués pour la forme physique des jeunes None Published in The Conversation
    What gets people engaged on social media? None Publication highlight
    Storytelling digital : quel format adopter ? None Paru dans HBR
    From paper to picture: creating an infographic from your research None Publication highlight
    Building a consensus on how to define and measure consumer engagement None Publication highlight
    Pour convaincre les jeunes consommateurs, adoptez Snapchat None Paru dans HBR
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