, JANUARY 17-19 2008 Sponsored by The Prime Minister of the French Republic PROGRAMME Venice, January 17-19 2008 Università Ca Foscari, Venezia Dipartimento di Economia e Direzione Aziendale Cannaregio 873 30121 Venezia
, JANUARY 17-19 2008 CONFERENCE Plenary Session p. 8 AWARDS CEREMONY p. 9 MARKETING STRATEGY FORUM When customers meet the 360 marketing p. 9 How to turn innovation into a success-story p. 10 Creating a new relationship with the customers p. 10 Marketing X.O p. 22 Shift system p. 22 Leisure & Culture Management Tools p. 22 CONFERENCE Research Sessions Automotive p. 24 Bank & Finance p. 24 Brand Management p. 12 Brand Management p. 3 B-to-B p. 25 Communication Media & Messages p. 13 Communication - Strategies p. 3 Consumer Behaviour Environment p. 15 Consumer Behaviour Trends p. 14 Corporate Social Responsibility & Image p. 4 Corporate Social Responsibility & Strategy p. 16 Distribution Strategy & Private Labels p. 4 Experiential Marketing p. 5 Food Industry p. 25 International Marketing p. 5 Internet "Virtual Village" - @-Quality Service & Loyalty p. 17 Internet "Virtual Village" Online Purchase p. 26 Kids & Teens p. 25 Loyalty & Satisfaction Brand Impact p. 18 Loyalty & Satisfaction Services & Programmes p. 18 Loyalty & Satisfaction Strategies p. 19 Luxury Goods p. 26 Marketing Research p. 6 Marketing Strategy Market & Sales p. 20 Marketing Strategy Orientations p. 21 Mobile Phone p. 27 Price Strategy p. 6 Relational Marketing p. 27 Retail & Shopping Centres p. 28 Seniors p. 28 Small & Medium Sized Enterprises p. 29 Sports p. 7 Tourism Strategies p. 29 Tourism Trends p. 30 Tribes p. 7 CONGRESS Scientific Committee German Scientific Committee p. 31 Spanish Scientific Committee p. 31 International Scientific Committee p. 32 Italian Scientific Committee p. 32 French Scientific Committee p. 33-1 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008 THURSDAY JANUARY 17 TH 2008-13:00 13:30 REGISTRATION THURSDAY JANUARY 17 TH 2008-13:30-14:00 WELCOME PLENARY Room 2B Pr. Jean-Claude ANDREANI, ESCP-EAP European School of Management Pr. Umberto COLLESEI, Università Ca Foscari Venezia THURSDAY JANUARY 17 TH 2008-14:00-19:15 CONFERENCE Research Sessions 14:00 16:00 16:00 19:15 Brand Management Room 7 Economia Communication - Strategies Room 2B Room 2B Corporate Social Responsibility & Image Room 3B Room 3B Distribution Strategy & Private Labels Experiential Marketing Room Sarpellon Room 7 Economia International Marketing Room Saraceno Marketing Research Room 11 Sala Consiliare Price Strategy Sports Room 11 Sala Consiliare Room Sarpellon Tribes Room Saraceno - 2 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008-16:00-19:15 BRAND MANAGEMENT Room 7 Economia Pr. Jean-Claude GILARDI, Université de Nancy 2 - BIGNE ALCAÑIZ E. - CURRAS PEREZ R. - SANCHEZ GARCIA I., Universitat de Valencia, Spain Influencia de la identificacion del consumidor con la marca sobre la intencion de compra: el papel de la actitud y el compromiso con la marca - BREDA C., ESC Chambéry Savoie, France L expérience de consommation et la marque - DEL CHIAPPA G., Università di Sassari,Italy Il processo di costruzione della marca di una destinazione congressuale - DERNOCZY A., Széchenyi István University, Hungary Colours influence on identifying process - HARTMANN P. - APAOLAZA IBAÑEZ V., University of the Basque Country, Spain La comunicacion de marcas verdes: el papel de las experiencias virtuales con la naturaleza - LOPES RODRIGUES P.C., Universidade Lusíada Porto, Portugal A personalidade da marca de vestuário infantil para os consumidores portugueses - VILLAREJO RAMOS A.F. RONDAN CATALUÑA F.J. SANCHEZ FRANCO M.J., Universidad de Sevilla, Spain Direct and indirect effects of marketing effort on brand awareness and brand image Pr. Olivier DROULERS, Université de Bretagne Sud THURSDAY JANUARY 17 TH 2008-14:00-19:15 COMMUNICATION - STRATEGIES Room 2B - ABBASSI W., ENIT - JAOUED ABBASSI L., ISG, France Sponsoring et endossement: vers une meilleure compréhension des deux stratégies - ANDREANI J-C., ESCP-EAP European School of Management CONCHON F., INSEMMA Marketing Research Institute / ESCP-EAP Marketing-Communication Chair, de VAISSIERE G., POULARD A., ESCP-EAP Marketing-Communication Chair, France L'infamiliarité des messages: proposition d une échelle de mesure - BELLAOUAIED M., Université Lyon 3, France Le positionnement du marketing relationnel dans l'organisation: vers un marketing interne-externe performant dans le secteur des services. - BEN CHEICK AHMED S., ISCAE de Tunis/ISG de Tunis, Tunisia Corps et publicité: effets émotionnels dans le cas d'une publicité magazine - KHALBOUS S., ihec Carthage MAAZOUL M., ESSEC Tunis, Tunisia Techniques créatives de placement: concepts et applications - LACOSTE-BADIE S., Université de Rennes I, France Etude de la place, du packaging et de la marque dans les annonces télévisées - LOPEZ VASQUEZ B., Universidad Rey Juan Carlos, Spain Marketing y Emociones - MEDINA C., CEADE REINA M. D. RODRIGUEZ A. RUFIN R., UNED, Spain Impacto de los recursos invertidos y los objetivos perseguidos sobre el resultado de los expositores en las ferias comerciales - ROOZEN I., Hogeschool voor Wetenschap en kunst Campus Vlekho, Belgium The relative effectiveness of celebrity endorsement for low and high involvement product print advertisements - 3 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008-14:00-19:15 CORPORATE SOCIAL RESPONSIBILITY & IMAGE Room 3B Pr. Michelle BERGADAA, OVSM Université de Genève / HEC Faculté des SES - ABBO M.H., ESC Pau, France Evolution of brand associations after a co-branding initiative between a brand and a cause: a French exploratory case study - BIERMANN K., European Business School International University, Germany Image verbesserung durch Social Responsibility-Analyse von Chancen und Risiken - BOISTEL P., IAE de Rouen / CREGO, France La perception de la communication d opinion. Analyse de la campagne d opinion de Leclerc sur le pouvoir d achat - CONCHON F., INSEMMA Marketing Research Institute / ESCP-EAP Marketing-Communication Chair ANDREANI J-C., ESCP-EAP European School of Management, BOUQUET G., PFIZER, FIEVEZ E., ESCP-EAP Marketing-Communication Chair, France La communication citoyenne des marques: approche exploratoire - FRAJ ANDRES E. - MATUTE VALLEJO J., Universidad de Zaragoza, Spain Orientación y marketing medioambiental: un estudio empírico sobre las razones por las que las empresas desarrollan estrategias medioambientales - GONZALEZ C. MENUET L. URBAIN C., Université de Nantes, France Consommation socialement responsable et représentations sociales de la consommation: une recherche sur les représentations et les pratiques des étudiants - MARTOUDI DEMETRIOU M., University of Nicosia / Intercollege Cyprus, Cyprus Cause related marketing in Cyprus: its value and effects from the citizens perspective. - SIGLE S., European Business School International University, Germany The influence of corporate social responsibility on the brand-awareness of consumers THURSDAY JANUARY 17 TH 2008-14:00 16:00 DISTRIBUTION STRATEGY & PRIVATE LABELS Room Sarpellon Pr. Myriam MANZANO, Université Paris Descartes Pr. Juan Antonio MONDEJAR JIMENEZ, Universidad de Castilla-La Mancha - AYDIN K. SAY T., Kocaeli Üniversitesi, Turkey Development of private labels in Turkey - FELIX M., ESC Lille / Université de Lille 3 PONCIN I., ESC Lille, France L'impression générale laissée au client par une formule de distribution: un concept pour comprendre les comportements d'achats multicanaux - CRISTAU C., Université Paul Cézanne / IAE Aix-en-Provence LACOEUILHE J., IUT Sénart-Fontainebleau, France Attachement et fidélité aux marques de distributeurs: première proposition de cadre conceptuel - SECK A.-M., Université Paul Cézanne Aix-Marseille III, France Multi-channel service distribution in B to C: characteristics and challenges - 4 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008-14:00 16:00 EXPERIENTIAL MARKETING Room 7 Economia Pr. Teodoro LUQUE MARTINEZ, Universidad de Granada - BERENGUER G. GIL I. MOLLA DESCALS A. RUIZ MOLINA M.E., Universitat de València, Spain El posicionamiento de los restaurantes de alto nivel: la inclusion de la carta como variable de clasificacion - CAMELIS C., Université Paul Cézanne / IAE Aix-en-Provence, France Le contenu de l expérience de service du point de vue du consommateur - POULAIN M., Université de Caen, France La place de la spiritualité dans la consommation : un début de perspective - SMAOUI F., Institut Supérieur de Gestion de Tunis, Tunisia Les déterminants de l'attachement émotionnel à la marque : effet des variables relationnelles et des variables relatives au produit - WOOD E.H., Leeds Metropolitan University MASTERMAN G., Northumbria University, United Kingdom Experiential marketing: measuring an experience Pr. Hans MUHLBACHER, Innsbruück University THURSDAY JANUARY 17 TH 2008-16:00-19:15 INTERNATIONAL MARKETING Room Saraceno - CASABURI I., ESADE-URL, Spain China as a market: what is the real market for international brands? - CORTINAS M., CHOCARRO R., VILLANUEVA M., Universidad Publica de Navarra, Spain La estrategia multicanal desde el punto de vista del cliente: eleccion de canal, factores de uso y resultados - GASTON BRETON C., Carlos III de Madrid, Spain BOUTIN A., Université Paris Dauphine, France The impact of acculturation process on international advertising strategies: theoretical explanation and empirical evidence for emerging markets - KHALBOUS S., ihec Carthage, Tunisia VIANELLI D., Université de Trieste, Italy DOMANSKI T., Université de Lodz, Poland - DIANOUX C., Université de Metz, France MAAZOUL M., ESSEC Tunis, Tunisia Etudes interculturelles sur les attitudes à l'égard du placement: Tunisie, France, Italie et Pologne - MONDEJAR JIMENEZ J.A. - GOMEZ BORJA M.A., Universidad de Castilla-La Mancha - MOLLA DESCALS A., Universitat de València, Spain - CARRICANO M., Laboratoire INSEEC, France Currency unit and prices: a cross-cultural purpose - PORTER M., IPAG, France - MAKTOBA O., Napier University, UK Marketing to the bottom of the pyramid Opportunities in emerging markets - VIGNOLA M., FACCHINETTI G., MARCHI G. Università degli Studi di Modena e Reggio Emilia, MASTROLEO G., Università degli Studi della Calabria, taly Un modello per la selezione dei mercati esteri: sviluppo ed implementazione di un Sistema Esperto Fuzzy - 5 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008-14:00-16:00 MARKETING RESEARCH Room 11 Sala Consiliare Pr. Angel F. VILLAREJO RAMOS, Universidad de Sevilla - CALCIU M., Université de Lille I / IAE, France Evaluating the impact of decision support on decision markers' performance in marketing. Experiments and development of experimental frameworks on the semantic web - CANTISTA I., Universidade Lusiada VITORINO F., Universidade de Porto RODRIGUES P. FERREIRA S., Universidade Lusiada, Portugal Values and fashion consumption of working women in Europe - FEHRI BELAID D., ESSEC de Tunis, Tunisia L'effet des styles de réponses sur les scores des échelles de mesure - MUÑOZ LEIVA F. SANCHEZ FERNANDEZ J. MONTORO RIOS F. IBANEZ ZAPATA J., Universidad de Granada, Spain Como mejorar la calidad de respuesta en estudios web? Un analisis del efecto de la personalizacion y de los envios de seguimiento - STAN V., ESSCA, France - JACOBOWICZ E., EDF R&D/Laboratoire CEDRIC-CNAM, France Utilisation du test des tétrades pour caractériser les relations entre variables manifestes et variables latentes. La relation entre la satisfaction et ses antécédents Pr. Pierre DESMET, Université Paris-Dauphine / ESSEC THURSDAY JANUARY 17 TH 2008-16:00-19:15 PRICE STRATEGY Room 11 Sala Consiliare - ANDREEVA M. CORTIÑAS M. ELORZ M., Universidad Publica de Navarra, Spain Influencia de la ragularidad y la frecuencia de compra en la sensibilidad a precios y descuentos - ANDRES MARTINEZ M.E. - GÓMEZ BORJA M.A. - LORENZO ROMERO C., Universidad Castilla La Mancha, Spain Consumers' price misperception and price range - CARRICANO M., INSEEC TRINQUECOSTE J.-F., Université Montesquieu Bordeaux IV, France Marketing et fixation des prix: une histoire, une actualité, des enjeux. - PARRENO-SELVA J., Universidad de Alicante, Spain LEEFLANG P.S.H. - VAN DOORN J., University of Groningen, The Netherlands Efecto cruzado de las promociones de precio sobre la venta de productos a precio regular - UNER M. - SONER G. - PINAR O. - KOSE N., Gazi University, Turkey Lignite Pricing Strategies in Turkey - WALSER-LUCHESI A. NANOPOULOS P., IAE de Strasbourg, France La dimension monétaire dans l évaluation des produits : présentation des résultats de l analyse discursive et des mesures conjointes - 6 -
, JANUARY 17-19 2008 THURSDAY JANUARY 17 TH 2008-16:00-19:15 SPORTS Room Sarpellon Pr. Francesco CASARIN, Università Ca Foscari Venezia - ALDAS-MANZANO J., University of Valencia, Spain BACHMANN F., Institute of Marketing & Management / Leibniz University of Hanover, Germany DALLI D., Università di Pisa, Italy HENNIGS N., Institute of Marketing & Management / Leibniz University of Hanover, Germany KUSTER I., University of Valencia, Spain MOSCAROLA J., IMUS-IREGE / University of Savoie, France VILA N., University of Valencia, Spain ZUCCHELLA A., University of Pavia, Italy Cross-national differences in customer evaluation of sponsor-event association - GANASSALI S., IMUS / Université de Savoie, France - CASARIN F., Università Ca Foscari Venezia, Italy CERCHIELLO P., University of Pavia, Italy MAU G., University of Göttingen, Germany - RODRIGUES SANTOS M.C., Universidad de Leon, Spain SIEBELS A., University of Hanover, Germany Impact of a sponsorship activity on the brand perceptions within an international context: the America s Cup and Louis Vuitton case. - HOFMEISTER TOTH A. NEULINGER A., Corvinus University of Budapest, Hungary Personal values and sport behavior in Hungary Pr. Pierre DESMET, Université Paris-Dauphine / ESSEC THURSDAY JANUARY 17 TH 2008-14:00-16:00 TRIBES Room Saraceno - BLAIECH R., Faculté des Sciences Economiques et de Gestion de Tunis, Tunisia La segmentation tribale mixte: application dans le cadre des communautés virtuelles - FLECK N., Université de Cergy-Pontoise, France QUESTER P., The University of Adelaide, Australia Les réactions d une communauté de marque face à l évolution de cette marque : une étude exploratoire du Club Med - MARTINEZ CARABALLO N., Universidad de Zaragoza - ESPINOSA SEGUI A., Universidad de Alicante - JIMENEZ- ZARCO A.I., Open University of Catalunya - MARTINEZ RUIZ M.P., Universidad de Castilla-La Mancha, Spain Collective identity and brand communities: strategic opportunities for business management - PUSAKSIRIKKIT T. KANG J., Manchester Business School, United Kingdom Exploring the motivation of self-gift in ethnic minority groups - 7 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008 FRIDAY JANUARY 18 TH 2008-08:30 09:00 REGISTRATION FRIDAY JANUARY 18 TH 2008-09:00 09:30 OPENING CONFERENCE Aula Magna Pr. Pascal MORAND, Dean and Managing Director Groupe ESCP-EAP European School of Management Pr. Jean-Claude ANDREANI, ESCP-EAP European School of Management Pr. Umberto COLLESEI, Università Ca Foscari Venezia Dr. Françoise CONCHON, INSEMMA Marketing Research Institute / ESCP-EAP Marketing-Communication Chair Pr. Francesco CASARIN, Università Ca Foscari Venezia Pr. Christian PINSON, INSEAD, France FRIDAY JANUARY 18 TH 2008-09:30-11:00 CONFERENCE - PLENARY SESSION Aula Magna - BACKHAUS K. CORNELISSEN M., University of Muenster WILKEN R., ESCP-EAP European School of Management, Germany How different kinds of cost information for sales people affect negotiations and economic outcome: a behavioural perspective - CLIQUET G. BASSET G., IGR-IAE de Rennes - Des GARETS V., IAE Tours / Université François Rabelais PERRIGOT R., IGR-IAE de Rennes - France 50 ans de grandes surfaces en France: entre croissance débridée et contraintes légales - HALLIBURTON C., ESCP-EAP European School of Management, United Kingdom - COUTURIER J., ESCP-EAP European School of Management, France SOLA D., ESCP-EAP European School of Management, Italy European marketing strategies: market related decision factors for the choice of entry mode - MATTIACCI A., CECCOTTI F., Università degli Studi di Siena, Italy Niche marketing. A brand new style for managing consumer marketing in a global environment - 8 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-11:30-13:00 MARKETING STRATEGY FORUM Aula Magna When customers meet the 360 marketing Pr. Umberto COLLESEI, Università Ca Foscari Venezia Dr. Françoise CONCHON, INSEMMA Marketing Research Institute / ESCP-EAP Marketing-Communication Chair - Mr Christian BARLUET, World Advertising Manager - RENAULT Contact Strategy: the Laguna case - Mrs Véronique BOUREZ, Marketing Director - COCA-COLA France Integrated Marketing Communication in action: the Coca-Cola Zero case study - Mr Francesco CECERE, Executive Planning & Control Director COOP ITALIA L'innovazione nella relazione con il cliente: le più recenti esperienze Coop - Mr Franck BERNARD, Head of European Business - SNCF Grandes Lignes TGV Reinventing the legend, in France and in Europe - Mr Alain CAPPANNELLI, International Puchasing Director - AUCHAN AUCHAN: a new vision of partnership with international suppliers - Mr Colin STUART, Marketing Vice-President - AIRBUS Airbus, the commercial aircraft market and customer relationships FRIDAY JANUARY 18 TH 2008-11:30-13:00 AWARDS CEREMONY Aula Magna Pr. PierFrancesco GHETTI, Rector of the Ca Foscari University of Venice Pr. Pascal MORAND, Dean and Managing Director Groupe ESCP-EAP European School of Management FRIDAY JANUARY 18 TH 2008-13:15-14:00 LUNCH BREAK - 9 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00-15:30 MARKETING STRATEGY FORUM Aula Magna How to turn innovation into a success-story Pr. Jean-Claude ANDREANI, ESCP-EAP European School of Management Pr. Francesco CASARIN, Università Ca Foscari Venezia - Mr Derrick GOSSELIN, Group Senior Vice President Development & Strategy - SUEZ INTERNATIONAL Challenge of turning innovation into success at a utility company - Dr. Pierre LE SOURD, President Fondation Impact Santé Innovation in pharmaceutical industry - Mr Gilles MARCHAL, Marketing Director - TOTAL Europe Stratégies des combustibles face à la grande distribution: axes de différenciation - Mr Vittorino di MAURO, Brand Design Business Unit General Manager - ALCATEL - Mr Jean-Marc TASSETTO, General Manager Consumer and Marketing - SFR Mobile et Internet: la révolution en marche - Mrs Véronique TASSIGNY, Marketing Director - LESIEUR Innovation market Lesieur: a new approach to generate breakthrough ideas by integrating multiprofessional points of view FRIDAY JANUARY 18 TH 2008-16:00-18:30 MARKETING STRATEGY FORUM Aula Magna Creating a new relationship with the customers Dr. Françoise CONCHON, INSEMMA Marketing Research Institute / ESCP-EAP Marketing-Communication Chair Pr. Tiziano VESCOVI, Università Ca Foscari Venezia, Master in Communicazione d Azienda - Università Ca Foscari Venezia UPA - Mrs Elisabetta BALDINI, Brand Consultant Director - INAREA Rome, creating a new relationship with the citizens - Mr Alberto DAL SASSO, Direttore Commerciale e Marketing NIELSEN MEDIA RESEARCH ITALY Multichannel consumer behavior - Mr Jean-François DIET, General Manager Germany-Austria - EUROP ASSISTANCE La prise en charge de responsabilité sociale et le rôle des compagnies d'assurances - Mr Romain DURAND, Executive General Manager - MATMUT New challenges for a franch non life mutual distribution channel: the example of Matmut - Mr Pierre-Yves MORIETTE, Sales and Marketing Director - GROUPE SANEF Le marketing des concessions - New trends in toll motorways concessions marketing - Mr Sébastien MAHIEUX, Customer Marketing Director LCL LE CREDIT LYONNAIS Approche relationnelle : comment prendre en compte la manière dont nos clients souhaitent interagir avec LCL - Mr Davide ROSSETTI - Business Unit Director - INVICTA From consumer to prosumer: how brand communities contribute to business development - Mr François THENOZ, NSM Market Intelligence Director ORANGE Orange et le marketing de la musique - 10 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 19:15 CONFERENCE Research Sessions 14:00 16:00 16:30 19:15 Brand Management Room 3B Room 3B Communication Media & Messages Room 7 Economia Room 7 Economia Consumer Behaviour Trends Room 2B Room 2B Consumer Behaviour Environment Room 5A Room 5A Corporate Social Responsibility & Strategy Room Saraceno Room Saraceno Internet "Virtual Village" - @-Quality Service & Loyalty Loyalty & Satisfaction Brand Impact Loyalty & Satisfaction Services & Programmes Room 4A Room 11 Sala Consiliare Room 4A Room 11 Sala Consiliare Loyalty & Satisfaction - Strategies Room 2A Room 2A Marketing Strategy Market & Sales Room Sarpellon Room Sarpellon Marketing Strategy - Orientations Room 3A Room 3A - 11 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 BRAND MANAGEMENT Room 3B Pr. Frédéric JALLAT, ESCP-EAP European School of Management - GISTRI G., Università di Pisa, ROMANI S., Università di Sassari, GRAPPI S., Università di Modena e Reggio e Emilia, PACE S., Università L. Bocconi Milano,GABRIELLI V., Università di Modena e Reggio e Emilia,Italy Il consumatore e i prodotti contraffatti - GUIDO G., Università del Salento, PELUSO A. M., PROVENZANO M., LEO L., Università del Salento, Italy Emotionality effects of brand personality marker attributes on purchase intention - TOURNOIS L., Negocia, France Un examen de la validité du quotient réputationnel dans le contexte français - SCHEYS A., Hogeschool voor Wetenschap en kunst Campus Vlekho BAERT H., Katholieke Universiteit Leuven, Belgium Internal branding as a learning process: how employees adapt their behaviour after a brand change in service organisations Pr. Claude LAVICKA, Université Nancy 2 FRIDAY JANUARY 18 TH 2008-16:30 19:15 BRAND MANAGEMENT Room 3B - BUSACCA B., Università L. Bocconi Milano, BERTOLI G., Università degli Studi di Brescia, APOSTOLO M. Galbani S.p.A., Italy Dominanza della marca e successo del co-branding - DIB H., Wesford, France - BECHEUR I., Wesford, France VALETTE-FLORENCE P., Université Pierre Mendès France / IAE Grenoble, France Effet du prix sur l extension de marque: rôle de la similarité, de la familiarité et de l orientation fonctionnelle ou de prestige de la marque-mère - MAGNONI F. ROUX E., Université Paul Cézanne / IAE Aix-en-Provence, France L'extension verticale de gamme vers le bas: quelles répercussions sur l'image et la relation marqueconsommateur? Une approche exploratoire - MUHLBACHER H. HEMETSBERGER A., University of Innsbruck School of Management, Austria What the heck is a Brand? - An Integration of Research Streams and its Consequences for Research and Management - SCHMIDT S. JENEWEIN W., University of St-Gallen, Switzerland Diskrepanzen zwischen Werbeversprechen und Markenerlebnis: Markenempfindung im Spannungseld persönlicher und unpersönlicher Kundenkommunikation - 12 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 COMMUNICATION - MEDIA & MESSAGES Room 7 Economia Pr. Christian PINSON, INSEAD Fontainebleau - GAZQUEZ ABAD J.C. - JIMENEZ CASTILLO D. - SAEZ GONZALEZ E. - SANCHEZ PEREZ M., Universidad de Almeria, Spain TV channel zapping behaviour: an empirical analysis using multinomial logic models and viewer panel data - OETTING M. - JACOB F., ESCP-EAP European School of Management, Germany Empowered involvement and word of mouth: conceptual model and first empirical evidence - MAZZEI A., RAVAZZANI S., Università IULM di Milano, Italy Leveraging differences for competition: an exploratory study - VALETTE-FLORENCE R., Université Paul Cézanne / IAE Aix-en-Provence / CEROG - de BARNIER V., IUT B Université Claude Bernard Lyon 1 AMBROISE L., Université Paul Cézanne / IAE Aix-en-Provence / CEROG / CERAM Nice, France La mesure de la personnalité des media comme outil d évaluation de l affinité Pr. Roger OURSET, ESA Beyrouth FRIDAY JANUARY 18 TH 2008-16:30 18:30 COMMUNICATION - MEDIA & MESSAGES Room 7 Economia - BEN AMOR M., ESC Sfax, Tunisia Vers la conceptualisation de la relation agence de publicité - annonceurs dans le contexte de webmarketing - MAYAUX F., EM Lyon, France L'utilisation d'internet pour la recherche de dons: contribution au marketing de l'eglise catholique en France - SABADIE W., Université Lyon III - CAPELLI S., Université Grenoble II, France Quelle légitimité à communiquer pour les candidats à l élection présidentielle française? - SIANO A., CONFETTO M. G., VOLLERO A., Università degli Studi di Salerno, Italy Governance-Struttura-Sistema: un modello di management della comunicazione per il marketing territoriale - 13 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 CONSUMER BEHAVIOUR TRENDS Room 2B Pr. Elisabeth TISSIER-DESBORDES, ESCP-EAP European School of Management - CARU A., Università Bocconi Milan, Italy COVA B., Euromed Marseille, France Le consommateur interpassif: nouvel avatar postmoderne? - DALLI D., CORCIOLANI M., SANNA F., PIETRINI P., RICCIARDI E., CASAROTTO S., Università di Pisa - ROMANI S., Università di Sassari, Italy Le basi neurologiche del rapporto tra il consumatore e la marca - LUQUE MARTINEZ T. - DEL BARRIO-GARCIA S., University of Granada, Spain Modelling the university image : the faculty's view - VERNETTE E., IAE de Toulouse, France Comprendre et interpréter une expérience de consommation avec "L'Album On-Line" (AOL): une application au surf des mers FRIDAY JANUARY 18 TH 2008-16:30 18:30 CONSUMER BEHAVIOUR TRENDS Room 2B Pr. Benoit HEILBRUNN, ESCP-EAP European School of Management - BOURLIATAUX S. ZOLLINGER M., Université de Tours, France La convergence internationale de la diversité des références bibliographiques en marketing : étude de deux revues académiques européennes - BRESSOUD E., EBS Paris, France La force de l'attitude: quelle modération de la relation entre attitude, intention d'achat et comportement? - CASTERAN H., ESC Pau / Université Paul Sabatier Toulouse III - MEYER-WAARDEN L., Université Paul Sabatier Toulouse III - BENAVENT C., Université Paris X, France Application d'un modèle à classes latentes aux achats en grande distribution et comparaison avec la formulation Pareto/NBD - DJELASSI S. ODOU P., Université Lille 2 BELVAUX B., Université de Paris II, France Exploration du comportement du Smart shopper : cas des Odristes - ROULLET B., Université Paris I, France DROULERS O., Université de Bretagne Sud, France Neuroscience du consommateur : une propédeutique - 14 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 CONSUMER BEHAVIOUR ENVIRONMENT Room 5A Pr. Torben HANSEN, Copenhagen Business School - BONNEFOY-CLAUDET L. ROBINOT E. GIANELLONNI J.-L., Université de Savoie, France Le rôle des émotions partagées et des interactions sociales sur l accès à l état de flow: le cas de la pratique du ski - FARAH M., American University of Beirut, Lebanon Understanding and predicting consumer boycott participation: an application of the theory of planned behaviour - HUANG S.-C. CHU S.-C., The University of Texas at Austin, United States The influence of global mass media and reference group on consumer attitude toward global brands: the case of college-educated Chinese youth - KONCZOSNÉ SZOMBATHELYI M., Széchenyi István University, Hungary The trends of consumer's behaviour in Hungarian higher education - MORPHITOU R. - GIBBS P.T., University of Nicosia, Cyprus Insights for consumer behaviour in global marketing: an Islamic and Christian comparison in Cyprus FRIDAY JANUARY 18 TH 2008-16:30 19:15 CONSUMER BEHAVIOUR ENVIRONMENT Room 5A Pr. Dominique BOURGEON-RENAULT, Université de Bourgogne - BENABDALLAH M., Université Pierre Mendès France de Grenoble, France Doit- on changer notre façon de consommer quand on change de pays? - BOSIO A. C., LOZZA E., Università Cattolica di Milano, NOVELLO D., Università di Milano Bicocca, Italy (Come) la politica impatta sui climi di consumo? - MORTARA A., Università IULM di Milano, Italy Consumatore o consumatori? - NOTARI M., College of Kecskemét - CZEGLEDI M., Corvinus University of Budapest FERENCZ A., College of Kecskemét, Hungary Marketing evaluation of main Hungarian horticultural products - RUIZ MOLINA M.E., Universitat de València JIMENEZ ZARCO A.I., Universitat Oberta de Catalunya MARTINEZ RUIZ M.P., Universidad de Castilla-La Mancha - LLAMAS ALONSO M.R., Universidad de León, Spain Importancia e implicaciones de la creacion y el intercambio de valor en las relaciones empresa-consumidor: tipologia, variables determinantes y resultados. - THEVENOT G., Université de Bourgogne, France The consumption of natural products: some conceptual explanations - 15 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 CORPORATE SOCIAL RESPONSIBILITY & STRATEGY Room Saraceno Pr. Jean-Marie PERETTI, INSEAD Fontainebleau - BARTH I., Université de Metz BOYER A., Université de Nice Sophia-Antipolis, France Le défi éthique du marketing ethnique - CANEL-DEPITRE B., Université du Havre LAVICKA C., Université Nancy 2, France La responsabilité sociale du consommateur face aux exigences du développement durable - CAPLLIURE GINER E., CUADRADO GARCIA M., MIQUEL-ROMERO M.J., Universitat de Valencia, Spain Antecedentes de la pirateria musical: etica y actitud - SILBERER G., Georg August University Göttingen, Germany Corporate communications with a corporate foundation: another option for reputation management Pr. Gilles ROEHRICH, Université de Grenoble FRIDAY JANUARY 18 TH 2008-16:30 18:30 CORPORATE SOCIAL RESPONSIBILITY & STRATEGY Room Saraceno - AQUILANI B., Università degli Studi di Siena, MONZILLO F., CCIAA di Viterbo, Italy La CSR nelle Pmi : opportunità di marketing o realtà lontana? - CREDE Marion, Universität Marburg, Germany Corporate social responsibility im Marketing - State of the Art der empirischen Forschung - FERNANDEZ MUNIZ B. MONTES PEON J.M. VASQUEZ ORDAS C.J., Universidad de Oviedo, Spain Corporative Social Responsibility and competitiveness: an application to the occupational safety and health - GUILLON F.M., Institut Polytechnique LaSalle Beauvais, France Should multinationals adapt their corporate marketing ethics policies to local contexts? A review a decision making process and a research agenda - WIEDMANN K.P. - HENNIGS N. - HENNIGS J., Leibniz University of Hanover, Germany Corporate Social Capital as a competitive advantage in determining a company s capacity to recognize trends and innovation opportunities - 16 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00 16:00 INTERNET "VIRTUAL VILLAGE" - @-QUALITY SERVICE & LOYALTY Room 4A Pr. Christian DUSSART, HEC Montréal - BERGADAA M., OVSM Université de Genève / HEC Faculté des SES, Switzerland DAMPERAT M., HEC Montréal CORAUX G., OVSM Université de Genève / HEC Faculté des SES, Switzerland Implication durable à l égard du shopping et attitudes à l égard de l achat en ligne: un modèle exploratoire - BOUTEFAHA I., ISG Tunis GHARBI J., Faculty of Law, Economics and Business Administration of Jendouba, Tunisia La médiation de l'état de flot entre la qualité perçue et l acte d'achat dans un site marchand - COLMENERO FERREIRA F., Universidade da Madeira, Portugal BENAVENT C., Parix X, France Une typologie des stratégies de recherche d'information sur le Web - DUNDAR KURTULUS S. KURTULUS K. - BULUT D., Istanbul University, Turkey Exploring the differences between heavy and light users of Internet News Websites - FUENTES BLASCO M., Universidad Pablo de Olavide - GIL SAURA I. - BERENGUER CONTRI G., Universidad de Valencia - MOLINER VELAZQUEZ B., Universidad Politecnica de Valencia, Spain Measuring multidimensional e-quality service and its impact on customer perceived value and loyalty - SANSONE M., Università degli Studi di Cassino, Italy Modelli emergenti di interazione tra imprese e consumatori nell era digitale: il caso Second Life FRIDAY JANUARY 18 TH 2008-16:30 19:15 INTERNET "VIRTUAL VILLAGE" - @-QUALITY SERVICE & LOYALTY Room 4A Pr. Christopher HALLIBURTON, ESCP-EAP European School of Management - BARTIKOWSKI B., EUROMED CHANDON J.L., Université Paul Cézanne Aix-Marseille III, France MÜLLER B., HEC Lausanne, Switzerland Validation d'une échelle pour mesurer la confiance des Internautes par rapport aux sites Web en France - BERNARD Y., IAE Université Franche Comté, France "Se souvenir des belles choses" : vivre des expériences de souvenir au sein d'une communauté virtuelle de consommateurs; une étude exploratoire sur un forum de passionnés de matériel informatique - BOYER A., Laboratoire CRIFP - NEFZI A., IAE de Nice / Laboratoire CRIFP, France Perception de la qualité des services autour d'un produit et fidélité: le cas des sites web marchands - CANDAN B., Kocaeli University YARAR O., Marmara University, Turkey Research study to determine Internet users' problems, in Turkey, during online shopping and the reasons for avoiding from online shopping - HESS-MIGLIORETTI A. PETR C., Université de Rennes 1, France L'analyse des chemins de décision dans le cadre du choix d'un fournisseur d'accès à Internet - KHROUF L., Higher Institute of Management of Tunis GHARBI J., Faculty of Law, Economics and Business Administration of Jendouba, Tunisia L impact de l imagerie mentale générée par un site Web marchand sur la valeur perçue et l intention de comportement - MARCHI Gianluca, ETZI Andrea, Università degli Studi di Modena e Reggio Emilia, Italy Comunità virtuali e collaborative innovation: un modello per classificare e selezionare i lead user - 17 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00-16:00 LOYALTY & SATISFACTION - BRAND IMPACT Room 11 Sala Consiliare Pr. Elyette ROUX, Université Paul Cézanne / IAE Aix-en-Provence / CEROG Pr. Jean-Louis MOULINS, Université de la Méditerranée / CRETLOG - BELLAAJ GARGOURI R., ESC Sfax - AKROUT F., FSEGS, Tunisia Nostalgie et fidélité du consommateur: le rôle médiateur de l'attachement à la marque - BELAID S., ESSEC Tunis BEHI A., Ecole des Sciences Humaines du Kef, Tunisia The outcomes of brand attachment: An empirical investigation of the role of attachment on building brand consumer s relationships for utilitarian products - LOUIS D., Groupe ESC Rouen LOMBART C., Audencia, France Impact de la personnalité de la marque sur la satisfaction et la fidélité du consommateur - MOULINS J.L., Université de la Méditerranée / CRETLOG / ESCP-EAP Marketing-Communication Chair ROUX E., Université Paul Cézanne / IAE Aix-en-Provence / CEROG / ESCP-EAP Marketing-Communication Chair, France Un modèle tridimensionnel des relations à la marque: de l image de marque à la fidélité et aux communications de bouche-à-oreille Pr. Jean-Charles CHEBAT, HEC Montréal FRIDAY JANUARY 18 TH 2008-16:30-19:15 LOYALTY & SATISFACTION SERVICES & PROGRAMMES Room 11 Sala Consiliare - CLERFEUILLE F. COUTURIER A., IAE Institut d'economie et de Management de Nantes, France Contribution des éléments de service à la satisfaction du consommateur : approche par une valuation d opérateurs de logique floue - COLACCHIO F., Università IULM di Milano, Italy Service evaluation: una riconcettualizzazione della qualità attraverso una critica a SERVQUAL - ERCSEY I., Széchenyi István University, Hungary The service guarantees affect on customers' evaluations of the public utility services - FRISOU J., INSEEC YILDIZ H., Université de Nancy 2, France Les bons points font-ils les bons clients? Dynamique de l accumulation et dynamique du remboursement - GHIARONI R.o, MORETTI L., VEZZANI S., Università degli Studi di Modena e Reggio Emilia,Italy Soddisfazione per il recupero del disservizio e giustizia procedurale: implicazioni sul passaparola e sul comportamento di reclamo - SÜLE E., Széchenyi István University, Hungary Determining quality functions of CEP (Courier, Express, Parcel) services - WINNEPENNINCKX-KIESER J. BERTRANDIAS L., IAE Toulouse, France Mesure des aspects culturels de la perception des cadeaux marketing par les consommateurs - ZILIANI C., Università di Parma, Italy Making the Point, the challenge of loyalty program effectiveness measurement - 18 -
, JANUARY 17-19 2008 FRIDAY JANUARY 18 TH 2008-14:00-16:00 LOYALTY & SATISFACTION STRATEGIES Room 2A Pr. Carmen BERNE MANERO, Universidad de Zaragoza - BUTORI R. GUILLARD V., Université Paris Dauphine, France Identifier et comprendre les consommateurs insatisfaits qui ont tendance à ne pas se plaindre - GALLI G., TEDESCHI M., Università degli Studi di Modena e Reggio Emilia, Italy The impact of situational factors on brand repurchase intention - INIESTA-BONILLO M. SANCHEZ FERNANDEZ R., Universidad de Almeria, Spain Can the retail atmosphere be useful in creating consumer value, satisfaction and loyalty? An empirical investigation in the restaurant industry - MATTMULLER R. TUNDER R. GÖTTING P., European Business School, Germany Generating loyal customers by being a loyal company? - PETR C., Université de Rennes, France GELINAS-CHEBAT C., Université du Québec à Montréal, Canada LOSTYS M., La Passerelle, France Quels discours sur l abonnement quand les consommateurs préfèrent ne pas s engager? Le cas des spectateurs d un théâtre en France Pr. Béatrice CANEL-DEPITRE, Université du Havre FRIDAY JANUARY 18 TH 2008-16:30-18:30 LOYALTY & SATISFACTION STRATEGIES Room 2A - BENHAMZA Z. BLANC F., IAE de Paris, France GHARBI J., Faculty of Law, Economics and Business Administration of Jendouba, Tunisia Valeur perçue d une expérience de butinage : proposition d un modèle conceptuel - BOZZO C., Paris Dauphine MERUNKA D., Université Paul Cézanne Aix-Marseille III MOULINS J.L., Université de la Méditerranée VALETTE-FLORENCE P., Université de Grenoble, France Tous les pratiquants ne sont pas des fidèles : analyses typologique et causale des acheteurs réguliers d une marque - MOUTTE J., Université Paul Cézanne Aix-Marseille III, France La perception par le client du comportement du personnel en contact - SANCHEZ FERNANDEZ R., Universidad de Almeria, Spain SWINNEN G., Hasselt University, Belgium The relationship between the performance of the value strategy and its impact on satisfaction and loyalty: an approach in a retail context - TLILI H., ESSEC Tunis, Tunisia L'impact de l'ambivalence affective sur la satisfaction, la qualité perçue et non la confirmation des attentes - 19 -