Publications HAL de Valérie Zeitoun

2021

Conference papers

titre
Brand activism: Towards a better understanding in the light of the “Economies of Worth” theory
auteur
Alexandre Nassar, Géraldine Michel, Valérie Zeitoun
article
European Marketing Academy Conference (EMAC), 2021, Online, Spain
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titre
L’utilisation des marques dans le rap : impact sur la consommation et les marques
auteur
Ghizlane Kasmi, Géraldine Michel, Valérie Zeitoun
article
Congrès de l'Association Française du Marketing (AFM), 2021, Angers, France
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titre
Exploring brand status within the rap subculture: a mutual influence on brands and rappers
auteur
Ghizlane Kasmi, Géraldine Michel, Valérie Zeitoun
article
European Marketing Academy Conference (EMAC), 2021, Online, Spain
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2020

Journal articles

titre
When brands use CEOs and employees as spokespersons
auteur
Valérie Zeitoun, Géraldine Michel, Nathalie Fleck
article
Qualitative Market Research: An International Journal, Emerald, 2020, 23 (2), pp.241-264. ⟨10.1108/QMR-01-2019-0011⟩
resume
Purpose – This paper aims to clarify the persuasion mechanism of CEOs and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach – The exploratory character of the present research required a qualitative approach combining focus groups and face-to-face interviews considered as both meaningful and complementary. Findings – The findings suggest that while the celebrity endorsement ensures familiarity and likability, internal endorsement supports credibility and congruity with an important role of storytelling. Moreover, employee endorsements induce an internalization process based on the real-self, while the endorser CEO induces admiration grounded in the ideal self. More fundamentally, the study reveals how the internal endorsement modifies the meaning transfer model and involves a process of meaning translation, which affects the corporate brand image rather than the product brand image. Originality/value – The present paper reveals that CEOs and employees can be strong levers for gilding the corporate brand image compared to the celebrities who enhance the product brand image. Moreover, the authors show that the CEO is a character who can be admired without the threat of upward comparison at the opposite of celebrities. Finally, this research highlights the specific role of employees bringing authenticity because of their anchorage in real life.
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titre
Les réseaux sociaux : un nouveau support d’expression du temps infini des marques de luxe
auteur
Valérie Zeitoun, Nathalie Veg-Sala
article
Décisions Marketing, Association Française du Marketing, 2020
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Book sections

titre
La marque coopérative : comment concilier engagement social et réalité du marché
auteur
Géraldine Michel, Valérie Zeitoun, Samuel Haddad
article
Valeurs coopératives et nouvelles pratiques de gestion, ems, pp.143-161, 2020, 978-2-37687-375-4
resume
Les coopératives sont en tension entre leurs dimensions sociales et la réalité marchande de leur activité. Dans ce contexte, comment la création d’une marque peut participer au développement des coopératives en respectant les valeurs fondatrices et en y adjoignant une nécessaire différenciation pour acquérir un avantage concurrentiel sur le marché ? Sur la base d’études de cas, ce chapitre montre que les coopératives parviennent à créer des marques à part entière qui représentent à la fois l’idéologie communes aux coopératives et s’enrichissent de valeurs uniques pour pouvoir se distinguer et créer de la valeur auprès de leurs parties-prenantes. Cette convergence permet une gestion hybride associant dans la mission des coopératives : le respect de l’idéologie et l’engagement dans un marché compétitif. Ce chapitre montre donc que les coopératives, au même titre que les entreprises privées, publiques ou que le monde associatif, peuvent se développer en utilisant un levier essentiel de la création de valeur : le capital-marque.
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2018

Book sections

titre
The New Paradigm of Digital Proximity for Cooperative Banks
auteur
Tiphaine Gorlier, Géraldine Michel, Valérie Zeitoun
article
Palgrave Macmillan. New Cooperative Banking in Europe, Springer International Publishing, 2018, 978-3-319-93577-5. ⟨10.1007/978-3-319-93578-2⟩
resume
Relations of proximity are a core issue to cooperative banks. This chapter demonstrates how and where these relations, presently developed on an individual basis between bank employees and clients, could evolve towards a new paradigm where the brand becomes a lever for enduring relations. Based on two qualitative studies, the research shows how digitalization can be a lever for competence capable of both generating and nourishing positive relations, and how brand activation, based on shared cooperative principles and specific values, can become the symbolic platform upon which enduring proximity can be constructed from the institutional point of view between both the client and the bank and the employee and the bank.
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2014

Journal articles

titre
Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising
auteur
Nathalie Fleck, Géraldine Michel, Valérie Zeitoun
article
Psychology & Marketing, 2014, 31 (1), pp.84 - 92. ⟨10.1002/mar.20677⟩
resume
Personifying a brand through the use of a spokesperson is a strategy that some companies use to humanize their brands. Three of the ways that such personification is accomplished in advertising is by ads featuring celebrities, “regular people” (such as everyday consumers or persons employed by the brand), and company founders or CEOs as spokespeople. Using a sampling of representative print ads as stimuli, this exploratory qualitative research probed consumer thinking and perceptions regarding these various approaches to brand personification. It was found that celebrities could magically transport consumers to an idealized place, provided there was congruence between the celebrity and the brand. Ordinary people as spokespeople, when genuinely perceived as “one of us,” could be particularly effective in humanizing a brand and eliciting empathy. Famous CEOs and company founders were revered by many respondents who viewed them as aspirational models: they are ordinary people with an extraordinary story. The implications and limitations of the research were discussed, and some directions for future research were provided.
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