Stephane Ganassali- PhD - Habilitation
- Professor at Université Savoie Mont Blanc
Stephane Ganassali
- PhD - Habilitation
- Professor at Université Savoie Mont Blanc
Full Professor of Marketing
About
42
Publications
23,798
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427
Citations
Introduction
Habilitated professor of marketing at the IAE of the University of Savoie Mont Blanc (France). Founder of the European Master of Business Studies – joint Master operated by Uni. Trento (Italy), Kassel (Germany) and Leon (Spain). Coordinating Erasmus Intensive Programmes focused on marketing research like Eurosurvey and Consider. Teaching and research expertises: survey methodology, marketing research and consumer behavior. Scientific advisor for Le Sphinx (software company) for 20 years.
Current institution
Additional affiliations
September 1996 - January 2025
September 1997 - present
Sphinx Developpement
Position
- Consultant
Education
September 1992 - December 1995
September 1988 - July 1991
Publications
Publications (42)
The purpose of the research is to identify some different consumption styles on the basis of a large collection of posts to Santa, written by some children and/or their families. One of our main interests focuses on the presence and weight of brands and licenses in their wish lists. We have had access to all the anonymous posts sent to Santa Claus...
Purpose
This article presents the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innov...
This article aims at providing researchers and practitioners with methodological guidelines for thematic analysis of responses to open-ended questions. Four types of methods are introduced, adapted to various situations related to abundance of corpus and presence of a code-book. On the basis of two real studies (the main one provides 4,936 response...
Purpose
This study aims to explore how different promotional appeals – functional, emotional or symbolic - affect consumer perceived value and purchase intentions in the context of sustainable consumption, using the theory of consumer value (TCV) as the core theoretical framework.
Design/methodology/approach
An experimental study was conducted wit...
Purpose: This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers' perception of brand value. Design/methodology/approach: Two empirical between-subject experiments were conducted. Study 1 (N = 406) compares th...
A funding grant was awarded in August 2020 by the European Union to a consortium of 11 European universities to develop a game-based experiential teaching module to train marketing students in brand management to improve their employability. A first round of testing was scheduled for March 2021, in the surge of the Covid pandemic. This paper aims a...
Purpose
The purpose of this study is to gain a better understanding of the conditions in which consumer wisdom emerges. Based on some theories of dynamic moral and needs development, the authors have designed a first model of consumer wisdom development process, taking consumption satiation (as a new concept) and self-transcendence as its possible...
This article examines the impact of storytelling archetypes on brand value. It first recalls how storytelling is considered an important instrument for cultural brand strategy management. The main theoretical grounds for the effectiveness of brand storytelling (nar-rative transportation and archetypal psychology) are then presented. Since archetype...
Science communication on a product‐harm situation aims to create awareness on the product's potential impacts for consumers. However, consumers tend to overestimate the information provided, due to possible halo effects. Here we designed a contextual model of halo development including individual and message characteristics detected in the literatu...
Purpose
The aim is to analyze the skills and attitudes development of multicultural teams. In todays’ environment, business interconnectivity and multicultural societies are becoming the normal way of living. Although students are increasingly facing multicultural learning environments, their awareness and willingness or harmonious and productive...
PrimeFish. Consolidating the economic sustainability and competitiveness of European fisheries and aquaculture sectors to reap the potential of seafood markets – EU H2020
PrimeFish project is developing an innovative market orientated prediction toolbox. It allows strengthening the economic sustainability and competitiveness of European Seafood o...
This article presents the protocol of online multi-image elicitation (OMIE) in an effort to evaluate its
methodological contributions – using an example – and analyse its effectiveness as a marketing research
technique. We will outline the theoretical and epistemological foundations of this mixed method approach,
as well as the principles underp...
Cet article présente le protocole du mur d’images en ligne (ou MIEL), afin d’évaluer – grâce à un exemple – ses apports méthodologiques et analyser son efficacité comme technique de recherche marketing. Nous exposons les fondements théoriques et épistémologiques de cette méthode mixte, puis les principes de sa mise au point et les possibilités d’an...
Within an experiential marketing context, brands try to elicit strong emotions and affective feelings from their customers. Because they are hidden and intimate, understanding and capturing such consumer responses is very challenging for research analysts. There are many different methodologies, ranging from very qualitative (collages) to very quan...
W ramach realizacji koncepcji marketingu doświadczen firmy starają sie wywolac określone silne emocje w stosunku do swoich produktow/marek u konsumentow. Ze wzgledu na subiektywny, podświadomy czesto charakter tych emocji ich identyfikacja i glebsze zrozumienie, a takze pomiar stają sie wyzwaniem dla badaczy i analitykow. W literaturze przedmiotu i...
This chapter provides a descriptive report on factors influencing the behaviour of European consumers, highlighting their similarities and differences, based on secondary data. The analysis focuses on the presentation of comparable data that could provide clusters of characteristics of consumption among the COBEREN partners. The authors concentrate...
After a first section dedicated to the discussion of the methodological foundations of the image-based research protocols, the chapter introduces the “wall of pictures” protocol. The authors first present the preparation of instrument, the validity check, and the textual data coding process. In the final paragraphs, a large range of descriptive, bi...
The chapter is aimed at showing the Wall of Pictures Web protocol for conducting mixed research in social sciences. There is a rising interest in some alternative research protocols integrating qualitative and quantitative approaches. However, what is missing are concrete illustrations and some methodological guidelines. Thanks to recent Internet s...
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distin...
Our article aims at studying family consumption styles on the basis of the systematic analysis of thousands of Christmas electronic messages written for Santa Claus, on the Website of the French national Post, in the end of the year 2012. Textual data analyses were conducted for recoding the content of the messages, for identifying the toys, games...
After a first section dedicated to the discussion of the methodological foundations of the image-based research protocols, the chapter introduces the "wall of pictures" protocol. The authors first present the preparation of instrument, the validity check, and the textual data coding process. In the final paragraphs, a large range of descriptive, bi...
The chapter is aimed at showing the Wall of Pictures Web protocol for conducting mixed research in social sciences. There is a rising interest in some alternative research protocols integrating qualitative and quantitative approaches. However, what is missing are concrete illustrations and some methodologi-cal guidelines. Thanks to recent Internet...
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distin...
This chapter provides a descriptive report on factors influencing the behaviour of European consumers, highlighting their similarities and differences, based on secondary data. The analysis focuses on the presentation of comparable data that could provide clusters of characteristics of consumption among the COBEREN partners. The authors concentrate...
Considering the large number of participants and the heterogeneity of the group, the research methodology of COBEREN has been defined in a very specific way. The authors implemented a mixed methodological approach, combining qualitative and quantitative techniques, and they used a various range of numerical, verbal, and even pictorial measurements....
The purpose of this chapter is to investigate possible differences and similarities across European countries in terms of shopping culture, and identify in which constructs or dimensions these differences occur. The results suggest that European countries do differ in terms of shopping-related lifestyles and that these differences are related to re...
L'analyse des dimensions affective et symbolique du transfert d'image en parrainage : Louis Vuitton et la Coupe de l'America. Résumé (FR): Sur la base d'une large revue de la littérature (35 contributions visant à tester les effets du parrainage sur la perception de l'image de l'annonceur), cet article présente un modèle détaillé du processus de pe...
Abstract
The objectives of this research, which follows Des Garets and Hamelin (2004)’s work, are two-fold: to synthesize the content of research in the field of selling and sales management and to better understand research methods used in this field. This paper presents two studies. The first is a synthesis of doctoral work conducted in «sales»...
Cet article s'intéresse à l'effet de halo cognitif pouvant se produire au sein des enquêtes de satisfaction, quand on utilise une méthode induite pour mesurer l'importance des attributs spécifiques par calcul de coefficients de corrélation. Une revue des différentes méthodes directes ou induites de catégorisation des attributs de la satisfaction es...
The first objective of this article is to propose a conceptual framework of the effects of on-line questionnaire design on the quality of collected responses. Secondly, we present the results of an experiment where different protocols have been tested and compared in a randomised design using the basis of several quality indexes. Starting from some...
On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central transfer between event and brand perceptions, the model also includes moderating effects (such as congruency) and focuse...
This paper presents the methods used to cope with the national consultation on the futur of french schools. The rational , procedures and tools based on textual data analysis that allowede to cope with such a huge amount of information are presented . Learnings from this expercience are commented with regard to efficiency and legitimity of the meth...
Using a real on-line study, the impact of Internet survey protocols is measured in terms of response rate, richness and quality of the responses. The different protocols tested correspond to various consumer targets, announcements and questionnaire layouts. The experiment has generated a sample of 1 518 observations and demonstrated the efficiency...
Sur la base d’un sondage réel mené en ligne, cet article présente l’impact des protocoles d’enquête par Internet sur la qualité des résultats produits. Le taux de retour, la richesse et la qualité des réponses ont été mesurés en fonction de différents protocoles faisant varier la nature de la cible, le message de sollicitation et la présentation du...
The purpose of this research is to study the correlations between some lexical and textual characteristics and the "efficiency" of the text. Based on a textual marketing approach, a comparison between French Hit singles and other more ordinary songs is offered. Results indicate that the Hits’ textual features are significantly different both in ter...
Cet article propose une contribution nouvelle à la compréhension du fonctionnement du parrainage. A partir de réflexions basées sur une large revue de la littérature, les fondements de cette technique de communication sont étudiés. Deux aspects sont appréhendés: un processus d'ordre cognitif pouvant s'appuyer sur les théories de l'endossement et du...
Questions
Questions (3)
Dear colleagues, I am using the concept of consumer wisdom in a current paper. Did you start considering its measurement tool? Or could you advise?
Thanks in advance.
Stephane
Dear colleagues,
I am desperately looking for a concept that would describe a "global consumption satiation". I could find the concept of satiation, related to one product attribute (see Mc Alister, JCR, 1982 for ex.). But I am looking for something more global that would describe - at the individual level - the feeling/perception of having consumed enough... or not... Like having reached - according to the old Maslow's approach - a certain level of satisfaction/accomplishment?... because of having experienced cars, houses, holidays, clothes... of one's dream...
Could you help me?
Thanks a lot.
SG
