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Virginie Bruneau

  • 8 Citations
  • 1 h-Index
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Personal profile


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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  • 2 Similar Profiles
Loyalty programs Business & Economics
Store loyalty Business & Economics
Customer attitude Business & Economics
Perceived benefits Business & Economics
Customer engagement Business & Economics
Participation Business & Economics
Apparel industry Business & Economics
Enrollment Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2011 2011

Research Output 2014 2018

  • 8 Citations
  • 1 h-Index
  • 2 Conference contribution
  • 1 Article
Customer engagement
Loyalty programs
Customer loyalty
Purchase behavior
Information sharing

Pourquoi les entreprises devraient-elles s’intéresser à l’attitude des clients vis-à-vis de leur programme de fidélité ?

Translated title of the contribution: Do customers’ perceived benefits with loyalty programs influence their store loyalty? The case of hierarchical loyalty programsBruneau, V. & Zidda, P., 2014, Actes du 30e Congrès International de l'Association Française du Marketing (AFM), Montpellier, France, Mai, 14-16.

Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution

Store loyalty
Perceived benefits
Loyalty programs
Apparel industry

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 proceedingConference contribution

Customer attitude
Loyalty programs
Qualitative study


Assessing the effectiveness of loyalty programs in building customer engagement and loyalty

Author: Bruneau, V., 18 Dec 2017

Supervisor: 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 typesDoctor of Economics and Business Management