Nataly Levesque

Nataly Levesque
Laval University | ULAVAL · Department of Marketing

Doctor of Philosophy

About

18
Publications
9,688
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49
Citations
Introduction
Nataly Levesque is a Ph.D. graduate in marketing at FSA-UL. Her doctoral thesis focuses on digital social media and more specifically on the engagement relationship between an influencer and a subscriber. His research is funded by major Canadian donors (SSHRC and FRQSC). She also holds a master's degree (M. Sc.) in marketing from ESG-UQAM as well as a bachelor's degree in communication from the University of Montreal. She has been teaching for more than 5 years at Laval University.
Additional affiliations
January 2016 - present
Laval University
Position
  • Research Assistant
January 2016 - present
Laval University
Position
  • Associate Teaching
September 2013 - present
Université du Québec à Montréal
Position
  • Researcher
Education
January 2016 - January 2020
Laval University
Field of study
  • Business Administration (Marketing)
September 2013 - December 2015

Publications

Publications (18)
Article
Full-text available
This paper aims to provide a better understanding of conditions that influence the gap between positive attitude and intention towards organic food products and actual behaviour regarding these products. Thus, we propose an extended version of the Theory of Planned Behaviour (TPB) to explain parts of this gap and we highlight the crucial role playe...
Article
Full-text available
The purpose of this article is to provide an in-depth overview of the scientific literature pertaining to the Human Brand (HB) and to highlight research opportunities based on trends and gaps identified over the course of our study. We conducted a systematic literature review (SLR) examining a total of 3910 articles containing the keywords “persona...
Conference Paper
La marque humaine (MH) est un champ de recherche novateur et lucratif. En s’identifiant à la personnalité d’une MH, les fans expriment une image d’eux-mêmes et peuvent développer des attachements menant à des comportements fanatiques (p. ex. achat impulsif). Malgré l’engouement scientifique pour ce sujet, les études sur le fanatisme abordent peu se...
Article
Ubiquitous technologies such as Radio Frequency Identification (RFID) are increasingly being used by organizations to enhance customer experience. This study aims to discover new opportunities to improve customer experience in banking with ubiquitous technologies. The following steps were taken. We determined if and how RFID is being used in the ba...
Presentation
Au-delà de la possession du bien, le client d’aujourd’hui désire une expérience de consommation. Pour répondre à ce besoin, les entreprises se tournent de plus en plus vers le marketing de proximité qui emploie des technologies de géolocalisation. Avec ce type de marketing, les entreprises abordent le client avec du contenu adapté à ses besoins et...
Conference Paper
L’objectif de cet article est d’explorer l’environnement doctoral et l’influence holistique de celui-ci sur les doctorants. Des entretiens semi-dirigés ont été menés auprès d’étudiants au doctorat en sciences de l’administration à diverses étapes du cheminement académique. Cette étude tente d’apporter une meilleure compréhension de la perception de...
Conference Paper
This paper aims to provide a better understanding of conditions that influence the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products. Thus, we propose an extended version of the Theory of Planned Behavior to explain parts of this gap and we highlight the crucial r...
Conference Paper
Full-text available
Little is known about the impact of proximity marketing on purchase intention and brand equity. The object of this study is to identify and measure the impact of consumer characteristics on purchase intention, as well as its influence on brand equity when proximity marketing is involved. The results confirm that purchase intention is negatively imp...
Conference Paper
Une célébrité désire des échanges favorables avec ses fans. L’essor des médias sociaux permet maintenant des interactions directes. Ils favorisent aussi les échanges entre les fans : eWOM. eWOM détient un rôle sur l’attitude et son enjeu est qu’il est incontrôlable, puis se répand rapidement. La littérature se penche peu sur l’image de marque d’une...
Conference Paper
Motivations et conséquences du crowdsourcing: le cas de Studyka Nous évoluons dans une logique d’innovation ouverte ce qui permet aux entreprises comme aux consommateurs de participer au processus de co-création de produit, de service. Le crowdsourcing, forme de marketing participatif virtuel, est une alternative au modèle d’affaires traditionnel....
Chapter
Full-text available
More and more companies are adopting Proximity Marketing, an emerging form of marketing enabled through wireless technology. This chapter presents how companies can use Proximity Marketing to enhance their service experiences through a real-time mass customization and personalization of their promotions. Data collection was performed through a mult...
Conference Paper
Full-text available
This article explores the current use of Proximity Marketing in an experiential perspective. 16 cases from the entertainment industry were reviewed. Although Proximity Marketing contributes to enhancing the global experience, only SENS and RELATE dimensions among the five experiential dimensions (SENS, FEEL, THINK, ACT, RELATE) are comonly solicite...
Conference Paper
Full-text available
More and more companies are adopting Proximity Marketing, an emerging form of marketing enabled through wireless technology. This article presents how companies can use Proximity Marketing to enhance their services and experiences through a real-time mass customization and personalization of their communications and promotions. Data collection was...
Conference Paper
Full-text available
Firms are increasingly using " Proximity Marketing " , an emerging form of marketing built upon advances in wireless and social technology. This paper draws upon the literature in technology innovation, marketing and psychology to propose an integrative research model that combines technological and consumer characteristics in an adoption model tha...

Network

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Projects

Projects (3)
Project
The pandemic has also presented many challenges for businesses, shifting the way they must reach out to and communicate with customers. Scholars have suggested that this pandemic will probably be the nucleus of one of the most important social changes in the history of marketing and advertising (He & Harris, 2020; Hirsch, 2020). While many things are changing for companies and brands, the pandemic does not seem to negatively affect the ubiquity of one type of brand, the so-called human brand or digital influencer (Levesque & Pons, forthcoming).
Project
Explore psychological antecedents of ethical consumer behavior, building on the theory of identity-based motivation. The proposed model deepens the understanding of the attitude-behavior gap by focusing on the motivational accounts. It also reinforces the attention to the role of consumer’s personal identity, previously often overlooked in consumer research, dominated by social identity theory It links personal identity to deontological judgement by emphasizing the importance of virtues, as ethically significant traits. Thus, it integrates the empirical findings in identity marketing with the developments in virtue ethics.