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Personal profile
Introduction
Virginie Bruneau is a doctoral student at the Business Administration Department of the University of Namur and a teaching assistant at the Louvain School of Management (UCL). She studied at the University of Namur and at the Louvain School of management (UCL) where she obtained a Master in Business Engineering in 2006.
From 2006 to 2009, she worked as a product manager at the marketing department of L’Oréal Belgilux. She was in charge of piloting the 4P's, market analysis and establishing the annual strategic plan for a specific product category. From 2009 to 2010, she travelled to South Africa where she was as a project manager for a local leading NGO taking action against aids.
At the end of 2010, she became a teaching assistant and started her doctoral research. Her research aims at better understanding the activity with loyalty programs. She seeks to define what active participation with loyalty programs is, develop a measure of activity and further test the antecedents and consequences in order to help managers to build more effective loyalty programs. Her thesis advisor is Pietro Zidda (Université de Namur).
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Research Output 2014 2018
Are loyalty program members really engaged? Measuring customer engagement with loyalty programs
Bruneau, V., Swaen, V. & Zidda, P., 1 Oct 2018, In : Journal of Business Research. 91, p. 144-158 15 p.Research output: Contribution to journal › Article
Pourquoi les entreprises devraient-elles s’intéresser à l’attitude des clients vis-à-vis de leur programme de fidélité ?
Research output: Contribution in Book/Catalog/Report/Conference proceeding › Conference contribution
Why do customer attitudes towards loyalty programs matter a lot?
Bruneau, V. & Zidda, P., 2014, Proceedings of the 43rd European Marketing Academy (EMAC) Conference, Valencia, Spain, June 3-6.Research output: Contribution in Book/Catalog/Report/Conference proceeding › Conference contribution
Thesis
Assessing the effectiveness of loyalty programs in building customer engagement and loyalty
Author: Bruneau, V., 18 Dec 2017Supervisor: Zidda, P. (Co-Supervisor), Swaen, V. (External person) (Co-Supervisor), Kestemont, M. (External person) (President), Decrop, A. (Jury), Demoulin, N. (External person) (Jury) & Liu-Thompkins, Y. (External person) (Jury)
Student thesis: Doc types › Doctor of Economics and Business Management