CENTRE EMILE BERNHEIM DE RECHERCHE INTERDISCIPLINAIRE EN GESTION
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Virginie BRUNEAU  
CEBRIG director
Professor of Marketing @SBS-EM

ULB Office: R42.4.221

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RESUME

Virginie Bruneau has previously worked as a product manager at L’Oréal Belgilux and holds a PhD in Economics and Management Sciences from the Université catholique de Louvain. She is currently a full-time professor at the Solvay Brussels School of Economics and Management.

​Her main research interests include relationship marketing, customer loyalty, customer engagement and collaborative consumption. She has published in academic papers in international journals such as Journal of Business Research and has presented her research at international conferences including the Academy of Marketing Sciences Word Congress, the European Marketing Academy annual conference and the annual congress of the Association Française de Marketing.

Research fields

Customer relationship management (CRM) | Loyalty programs | Quantitative data analysis in marketing

KEYWORDS

Relationship marketing | customer loyalty | customer engagement and collaborative consumption

most representative publications

  • Are loyalty program members really engaged? Measuring customer engagement with loyalty programs, Bruneau V., V. Swaen, and P. Zidda,  Journal of Business Research, 91, 144-158, 2018.

AT CEBRIG

Department of Strategy, Governance, Marketing and Innovation
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© 2022 CEBRIG
  • ABOUT
    • Latest news
    • Historical Background
    • Statutes
  • PEOPLE
    • CEBRIG MEMBERS
    • CEBRIG RESEARCH UNITS
  • PHD ACTIVITIES
    • Ongoing PhD Dissertations
    • Defended PhD Dissertations
  • EVENTS
    • Management Cafe
    • RSAEM
    • BBS
    • RRU
    • Conferences
    • ChairES
  • PUBLICATIONS
    • Books and Chapters
    • Papers in Scientific Reviews
    • Working papers
    • Annual Reports
  • PRESS
    • PRESS ARCHIVE
  • CONTACT
  • FAQ