Marketing (CEB) [Department of Marketing]

The Solvay Brussels Marketing Initiative (SBMI) [The Solvay Brussels Marketing Initiative (SBMI)]
It is a think tank preparing new proposals for the marketing of the future. Marketing professors at SBSEM want to offer to the marketing profession new innovative ideas, they also desire to build the image of the marketing discipline inside the School and the University. This initiative should be seen as inspiring, forward thinking and solution driven. [It is a think tank preparing new proposals for the marketing of the future. Marketing professors at SBSEM want to offer to the marketing profession new innovative ideas, they also desire to build the image of the marketing discipline inside the School and the University. This initiative should be seen as inspiring, forward thinking and solution driven. ]

Symbolic Brand Representations [Symbolic Brand Representations]
Up to now, there is no empirical validation of the different dimensions of symbolic brand representation. This study provides that framework. We started with more than 400 brand collages that were collected in the US, in Germany, in Belgium, and in Asia to elicit patterns and concepts/dimension. A second study validates that results and led to a brand taxonomy that is based on consumer perceptions. In a next study success drivers of the three types will be researched. [Up to now, there is no empirical validation of the different dimensions of symbolic brand representation. This study provides that framework. We started with more than 400 brand collages that were collected in the US, in Germany, in Belgium, and in Asia to elicit patterns and concepts/dimension. A second study validates that results and led to a brand taxonomy that is based on consumer perceptions. In a next study success drivers of the three types will be researched.]

Brand Inventories [Brand Inventories]
The core of classical brand research lies the relationship between a customer and a brand. We go a step further and analyze brand assortments of customers and try to find patterns in the ways how consumers combine brands (in a category and across categories). In a first step participants conducted whole brand inventories of all the brands they use and possess. In a second phase long interviews are carried out to understand the assortment-building strategies A second, linked research project analyzes the brands consumers really use in their life and how this usage is linked to their activities throughout the day. Therefore we film (with a helm camera) 24 hours in the life of respondents and then analyze the links between everyday activities and brand usage. [The core of classical brand research lies the relationship between a customer and a brand. We go a step further and analyze brand assortments of customers and try to find patterns in the ways how consumers combine brands (in a category and across categories). In a first step participants conducted whole brand inventories of all the brands they use and possess. In a second phase long interviews are carried out to understand the assortment-building strategies A second, linked research project analyzes the brands consumers really use in their life and how this usage is linked to their activities throughout the day. Therefore we film (with a helm camera) 24 hours in the life of respondents and then analyze the links between everyday activities and brand usage. ]

What WE do to receive a better service [What WE do to receive a better service]
The classical marketing stories are about companies which try to get a reaction from a consumer. In the field of services, companies develop(ped) techniques and actions to deliver good (or even better) service. We flip this idea and ask what consumers do to RECEIVE a better service. So we really follow the ideas of CO-everything and not only discuss co-production of services, but also co-experience and even co-manipulation. [The classical marketing stories are about companies which try to get a reaction from a consumer. In the field of services, companies develop(ped) techniques and actions to deliver good (or even better) service. We flip this idea and ask what consumers do to RECEIVE a better service. So we really follow the ideas of CO-everything and not only discuss co-production of services, but also co-experience and even co-manipulation. ]

Euromarketing :regional concepts. [Euromarketing :regional concepts.]
Most of the branding concepts, models, studies, and scales are US based and were developed within the north american culture. European aspects and 'specialities' are often neglected. Our research starts with an understanding of those cultural aspects that seem to be shared among Europeans, like for example Christmas, Football, the Eurovision Song Contest, and design. A second research stream analyzes and develops regional marketing concepts, like the 'Celtic marketing approach', a 'Mediterranean marketing', a 'Viking approach' and an 'Alpine marketing'. Based on these findings, a broad study of the top brands of nearly twenty European regions is planned for the year 2010, in partnership with a major advertising network. The goal of this study is to elicit main success drivers of succesful, regional European brands and link them with relevant aspects of the particular culture. [Most of the branding concepts, models, studies, and scales are US based and were developed within the north american culture. European aspects and 'specialities' are often neglected. Our research starts with an understanding of those cultural aspects that seem to be shared among Europeans, like for example Christmas, Football, the Eurovision Song Contest, and design. A second research stream analyzes and develops regional marketing concepts, like the 'Celtic marketing approach', a 'Mediterranean marketing', a 'Viking approach' and an 'Alpine marketing'. Based on these findings, a broad study of the top brands of nearly twenty European regions is planned for the year 2010, in partnership with a major advertising network. The goal of this study is to elicit main success drivers of succesful, regional European brands and link them with relevant aspects of the particular culture.]

Exploring Consumer Perceived Ethicality [Exploring Consumer Perceived Ethicality]
The research investigates consumers ethical perceptions of companies and brands, termed consumer perceived ethicality (CPE). A specific focus is on conceptualising the construct of CPE by exploring influencing factors, investigating psychological processes underlying its formation and developing a scale for measurement. [The research investigates consumers ethical perceptions of companies and brands, termed consumer perceived ethicality (CPE). A specific focus is on conceptualising the construct of CPE by exploring influencing factors, investigating psychological processes underlying its formation and developing a scale for measurement.]

Migrant consumption in a multicultural world [Migrant consumption in a multicultural world]
The present thesis aims at offering an insight into consumption in multicultural environments, by explaining how migrants consumption is influenced by their definition of home, as well as their idea of multiculturalism, cosmopolitanism and ethnic belonging. [The present thesis aims at offering an insight into consumption in multicultural environments, by explaining how migrants consumption is influenced by their definition of home, as well as their idea of multiculturalism, cosmopolitanism and ethnic belonging. ]

Consumers in Transformation: Consumption and the Performance of Narrative Identity [Consumers in Transformation: Consumption and the Performance of Narrative Identity]
In the context of a fast-paced world, this project aims at investigating consumers during turning moments in life to further understand consumption experiences as compensators for the multiplicity, change and contradiction to which consumers are naturally exposed in liquid societies. [In the context of a fast-paced world, this project aims at investigating consumers during turning moments in life to further understand consumption experiences as compensators for the multiplicity, change and contradiction to which consumers are naturally exposed in liquid societies. ]