Essec\Faculty\Model\Profile {#2216
#_id: "B00791034"
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"bid" => "B00791034"
"academId" => "30308"
"slug" => "mazodier-marc"
"fullName" => "Marc MAZODIER"
"lastName" => "MAZODIER"
"firstName" => "Marc"
"title" => array:2 [
"fr" => "Professeur"
"en" => "Professor"
]
"email" => "marc.mazodier@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => ""
"sites" => []
"facNumber" => "30308"
"externalCvUrl" => "https://faculty.essec.edu/en/cv/mazodier-marc/pdf"
"googleScholarUrl" => "https://scholar.google.com/citations?hl=fr&user=ks82BU4AAAAJ"
"facOrcId" => "https://orcid.org/0000-0001-9836-8564"
"career" => array:12 [
0 => Essec\Faculty\Model\CareerItem {#2223
#_index: null
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"label" => array:2 [
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]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
1 => Essec\Faculty\Model\CareerItem {#2224
#_index: null
#_id: null
#_source: array:7 [
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"label" => array:2 [
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"en" => "Professor"
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"institution" => array:2 [
"fr" => "Zayed University"
"en" => "Zayed University"
]
"country" => array:2 [
"fr" => "Émirats arabes unis"
"en" => "United Arab Emirates"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
2 => Essec\Faculty\Model\CareerItem {#2225
#_index: null
#_id: null
#_source: array:7 [
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]
"label" => array:2 [
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"en" => "Chaired Professor"
]
"institution" => array:2 [
"fr" => "Al Habtoor"
"en" => "Al Habtoor"
]
"country" => array:2 [
"fr" => "Émirats arabes unis"
"en" => "United Arab Emirates"
]
]
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+"parent": Essec\Faculty\Model\Profile {#2216}
}
3 => Essec\Faculty\Model\CareerItem {#2226
#_index: null
#_id: null
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"en" => "Zayed University"
]
"country" => array:2 [
"fr" => "Émirats arabes unis"
"en" => "United Arab Emirates"
]
]
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+"parent": Essec\Faculty\Model\Profile {#2216}
}
4 => Essec\Faculty\Model\CareerItem {#2227
#_index: null
#_id: null
#_source: array:7 [
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"endDate" => "2019-07-31"
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"type" => array:2 [
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"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Professeur associé"
"en" => "Associate Professor"
]
"institution" => array:2 [
"fr" => "Zayed University"
"en" => "Zayed University"
]
"country" => array:2 [
"fr" => "Émirats arabes unis"
"en" => "United Arab Emirates"
]
]
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}
5 => Essec\Faculty\Model\CareerItem {#2228
#_index: null
#_id: null
#_source: array:7 [
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]
"label" => array:2 [
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"en" => "Assistant Professor"
]
"institution" => array:2 [
"fr" => "Hong Kong Baptist University School of Business"
"en" => "Hong Kong Baptist University School of Business"
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
6 => Essec\Faculty\Model\CareerItem {#2229
#_index: null
#_id: null
#_source: array:7 [
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"type" => array:2 [
"en" => "Other Academic Appointments"
"fr" => "Autres positions académiques"
]
"label" => array:2 [
"fr" => "Associate Director and Co-Founder of the MSc in Entrepreneurship & Global Marketing"
"en" => "Associate Director and Co-Founder of the MSc in Entrepreneurship & Global Marketing"
]
"institution" => array:2 [
"fr" => "Hong Kong Baptist University School of Business"
"en" => "Hong Kong Baptist University School of Business"
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
7 => Essec\Faculty\Model\CareerItem {#2230
#_index: null
#_id: null
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"label" => array:2 [
"fr" => "Professeur associé"
"en" => "Associate Professor"
]
"institution" => array:2 [
"fr" => "Nottingham University Business School"
"en" => "Nottingham University Business School"
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
8 => Essec\Faculty\Model\CareerItem {#2231
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2012-01-02"
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"fr" => "Positions académiques principales"
"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Professeur assistant"
"en" => "Assistant Professor"
]
"institution" => array:2 [
"fr" => "University of South Australia (UniSA)"
"en" => "University of South Australia (UniSA)"
]
"country" => array:2 [
"fr" => "Australie"
"en" => "Australia"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
9 => Essec\Faculty\Model\CareerItem {#2232
#_index: null
#_id: null
#_source: array:7 [
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"endDate" => "2025-08-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other Academic Appointments"
"fr" => "Autres positions académiques"
]
"label" => array:2 [
"fr" => "Responsable de la chaire ESSEC Beauty"
"en" => "ESSEC Beauty Chair Professor"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
10 => Essec\Faculty\Model\CareerItem {#2233
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2023-09-01"
"endDate" => "2026-08-31"
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"fr" => "Autres positions"
]
"label" => array:2 [
"fr" => "Responsable de département Marketing"
"en" => "Department head Marketing"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
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+"parent": Essec\Faculty\Model\Profile {#2216}
}
11 => Essec\Faculty\Model\CareerItem {#2234
#_index: null
#_id: null
#_source: array:7 [
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]
"label" => array:2 [
"fr" => "Responsable de la chaire Accenture Strategy Business Analytics"
"en" => "Accenture Strategy Business Analytics Chair Professor"
]
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"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
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}
]
"diplomes" => array:4 [
0 => Essec\Faculty\Model\Diplome {#2218
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "2008"
"label" => array:2 [
"en" => "Doctorate, Business administration, Business administration"
"fr" => "Doctorat, Sciences de Gestion"
]
"institution" => array:2 [
"fr" => "Université d'Aix-Marseille"
"en" => "Université d'Aix-Marseille"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
1 => Essec\Faculty\Model\Diplome {#2220
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "2003"
"label" => array:2 [
"en" => "Diplôme d'études approfondies, Marketing"
"fr" => "Diplôme d'études approfondies, Marketing"
]
"institution" => array:2 [
"fr" => "IAE Aix-Marseille Graduate School of Management"
"en" => "IAE Aix-Marseille Graduate School of Management"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
2 => Essec\Faculty\Model\Diplome {#2217
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
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"year" => "2002"
"label" => array:2 [
"en" => "Maîtrise, Management"
"fr" => "Maîtrise, Management"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
3 => Essec\Faculty\Model\Diplome {#2221
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
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"year" => "2001"
"label" => array:2 [
"en" => "Bachelor, Management"
"fr" => "Bachelor, Management"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"bio" => array:2 [
"fr" => "<p>Marc Mazodier est Professeur de Marketing à l'ESSEC Business School, chef de département et titulaire de la chaire Accenture Strategy Business Analytics et de la chaire ESSEC Beauty. Il enseigne des cours de marketing marketing, de gestion de marque, et de recherche marketing dans les programmes MiM, Executive, MBA et PhD. Ses recherches universitaires portent sur la gestion des marques et l’efficacité de la communication marketing. Son travail a été publié dans des volumes collectifs et dans des revues universitaires de premier plan telles que Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science et International Journal of Research in Marketing. En plus de son travail académique, Marc fait du conseil auprès d'entreprises de divers secteurs. Il est chercheur affilié au SAMS Institute (Sales & Marketing Strategy Institute). Marc a donné plusieurs séminaires de recherche marketing en Europe, en Amérique du Nord, en Asie et au Moyen-Orient.</p>\n"
"en" => "<p style="margin-left:0cm; margin-right:0cm"><span style="color:rgb(33, 30, 30)">Marc Mazodier is Professor of Marketing at ESSEC Business School, Head of Department, and holds the Accenture Strategy Business Analytics Chair and the ESSEC Beauty Chair. He teaches Marketing Management, Brand Management, and Marketing Research courses </span>in<span style="color:rgb(33, 30, 30)"> the MiM, Executive, MBA, and PhD programmes. </span><span style="color:rgb(33, 30, 30)">His</span><span style="color:rgb(33, 30, 30)"> academic research focuses on </span><span style="color:rgb(33, 30, 30)">brand management</span><span style="color:rgb(33, 30, 30)"> </span><span style="color:rgb(33, 30, 30)">and marketing communication efficacy</span><span style="color:rgb(33, 30, 30)">. </span><span style="color:rgb(33, 30, 30)">His</span><span style="color:rgb(33, 30, 30)"> work has been published in collective volumes and leading academic journals such as </span><i><span style="color:rgb(33, 30, 30)">Journal of </span></i><i><span style="color:rgb(33, 30, 30)">Marketing</span></i><span style="color:rgb(33, 30, 30)">, </span><i><span style="color:rgb(33, 30, 30)">Journal of </span></i><i><span style="color:rgb(33, 30, 30)">Marketing Research,</span></i><span style="color:rgb(33, 30, 30)"> </span><i><span style="color:rgb(33, 30, 30)">Journal of the Academy of Marketing Science, </span></i><span style="color:rgb(33, 30, 30)">and</span><i><span style="color:rgb(33, 30, 30)"> International Journal of Research in Marketing</span></i><span style="color:rgb(33, 30, 30)">. In addition to </span><span style="color:rgb(33, 30, 30)">his</span><span style="color:rgb(33, 30, 30)"> academic work, </span><span style="color:rgb(33, 30, 30)">Marc</span><span style="color:rgb(33, 30, 30)"> has done consulting for companies from various sectors.</span><span style="color:rgb(33, 30, 30)"> He is Affiliate Researcher at the SAMS Institute (Sales & Marketing Strategy Institute).</span><span style="color:rgb(33, 30, 30)"> </span><span style="color:rgb(33, 30, 30)">Marc</span><span style="color:rgb(33, 30, 30)"> has </span><span style="color:rgb(33, 30, 30)">given</span><span style="color:rgb(33, 30, 30)"> several </span><span style="color:rgb(33, 30, 30)">marketing research</span><span style="color:rgb(33, 30, 30)"> </span><span style="color:rgb(33, 30, 30)">seminars </span><span style="color:rgb(33, 30, 30)">in Europe</span><span style="color:rgb(33, 30, 30)">,</span><span style="color:rgb(33, 30, 30)"> North America, Asia, and </span><span style="color:rgb(33, 30, 30)">Middle East</span><span style="color:rgb(33, 30, 30)">. </span></p>\n"
]
"department" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"site" => array:2 [
"fr" => ""
"en" => "https://www.linkedin.com/in/marc-mazodier-a99aa9a/"
]
"industrrySectors" => array:2 [
"fr" => "Produits de soin et de beauté - Produits récréatifs et de sport"
"en" => "Personal Care & Beauty Products - Recreational & Sports Goods"
]
"researchFields" => array:2 [
"fr" => "Marketing et analyses des données - Comportement du consommateur - Stratégie marketing"
"en" => "Marketing and Data Analytics - Consumer Behavior - Marketing Strategy"
]
"teachingFields" => array:2 [
"fr" => "Marketing et analyses des données - Stratégie marketing - Comportement du consommateur"
"en" => "Marketing and Data Analytics - Marketing Strategy - Consumer Behavior"
]
"distinctions" => array:2 [
0 => Essec\Faculty\Model\Distinction {#2235
#_index: null
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#_source: array:6 [
"date" => "2020-01-01"
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"fr" => "2020 AMA SportSIG paper of the year"
"en" => "2020 AMA SportSIG paper of the year"
]
"type" => array:2 [
"fr" => "Prix"
"en" => "Awards"
]
"tri" => " 1 "
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]
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]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
1 => Essec\Faculty\Model\Distinction {#2236
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#_source: array:6 [
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"fr" => "2019 AMA SportSIG paper of the year"
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]
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]
]
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}
]
"teaching" => []
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0 => Essec\Faculty\Model\ExtraActivity {#2215
#_index: null
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"startDate" => "2022-09-08"
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"uuid" => "102"
"type" => array:2 [
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"en" => "Research activities"
]
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"fr" => "Co-direction d'une revue - Co-rédacteur en chef"
"en" => "Senior or Associate Editor"
]
"label" => array:2 [
"fr" => "Associate Editor at the Journal of Advertising Research"
"en" => "Associate Editor at the Journal of Advertising Research"
]
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]
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]
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}
1 => Essec\Faculty\Model\ExtraActivity {#2219
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"uuid" => "103"
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]
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}
2 => Essec\Faculty\Model\ExtraActivity {#2222
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#_source: array:9 [
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}
]
"theses" => []
"indexedAt" => "2024-11-23T07:21:23.000Z"
"contributions" => array:19 [
0 => Essec\Faculty\Model\Contribution {#2238
#_index: "academ_contributions"
#_id: "12499"
#_source: array:18 [
"id" => "12499"
"slug" => "can-donations-be-too-little-or-too-much"
"yearMonth" => "2020-01"
"year" => "2020"
"title" => "Can Donations Be Too Little or Too Much?"
"description" => "MARC MAZODIER, M.M., CARRILLAT, F., PLEWA, C. et SHERMAN, C. (2020). Can Donations Be Too Little or Too Much? <i>European Journal of Marketing</i>, 55(1), pp. 271-296."
"authors" => array:4 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "CARRILLAT François"
]
2 => array:1 [
"name" => "PLEWA Carolin"
]
3 => array:1 [
"name" => "SHERMAN Claire"
]
]
"ouvrage" => ""
"keywords" => array:1 [
0 => "Philanthropy, Social responsibility, Corporate branding"
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "http://dx.doi.org/10.1108/EJM-03-2019-0278"
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"number" => "1"
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]
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]
"abstract" => array:2 [
"fr" => "By examining charitable giving at the micro-level, this research provides practical advice to companies on how to determine, ahead of time, how much to donate and what exactly to communicate in which economic situation."
"en" => "By examining charitable giving at the micro-level, this research provides practical advice to companies on how to determine, ahead of time, how much to donate and what exactly to communicate in which economic situation."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
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}
1 => Essec\Faculty\Model\Contribution {#2240
#_index: "academ_contributions"
#_id: "12500"
#_source: array:18 [
"id" => "12500"
"slug" => "the-color-of-support-the-effect-of-sponsor-team-visual-congruence-on-sponsorship-performance"
"yearMonth" => "2019-01"
"year" => "2019"
"title" => "The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance"
"description" => "MARC MAZODIER, M.M., HENDERSON, C. et SUNDAR, A. (2019). The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance. <i>Journal of Marketing</i>, 83(3), pp. 50-71."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "HENDERSON Conor"
]
2 => array:1 [
"name" => "SUNDAR Aparna"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "brand alliance"
1 => "color"
2 => "sponsorship"
3 => "sports marketing"
4 => "visual congruence"
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://doi.org/10.1177%2F0022242919831672"
"publicationInfo" => array:3 [
"pages" => "50-71"
"volume" => "83"
"number" => "3"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance."
"en" => "Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
2 => Essec\Faculty\Model\Contribution {#2242
#_index: "academ_contributions"
#_id: "12501"
#_source: array:18 [
"id" => "12501"
"slug" => "the-long-reach-of-sponsorship-how-fan-isolation-and-identification-jointly-shape-sponsorship-performance"
"yearMonth" => "2018-01"
"year" => "2018"
"title" => "The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance"
"description" => "MARC MAZODIER, M.M., HENDERSON, C. et BECK, J. (2018). The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance. <i>Journal of Marketing</i>, 82(6), pp. 28-48."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "HENDERSON Conor"
]
2 => array:1 [
"name" => "BECK Josh"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "brand performance"
1 => "identification"
2 => "isolation"
3 => "sponsorship"
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://doi.org/10.1177%2F0022242918807673"
"publicationInfo" => array:3 [
"pages" => "28-48"
"volume" => "82"
"number" => "6"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness."
"en" => "Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
3 => Essec\Faculty\Model\Contribution {#2239
#_index: "academ_contributions"
#_id: "12502"
#_source: array:18 [
"id" => "12502"
"slug" => "advertisement-typicality-a-longitudinal-experiment-can-sponsors-transfer-the-image-of-a-sporting-event-to-their-brand"
"yearMonth" => "2018-01"
"year" => "2018"
"title" => "Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?"
"description" => "MARC MAZODIER, M.M., CORSI, A.M. et QUESTER, P.G. (2018). Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand? <i>Journal of Advertising Research</i>, 58(3), pp. 268-281."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "CORSI Amanda Maria"
]
2 => array:1 [
"name" => "QUESTER Pascale G."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.abstract"
"publicationInfo" => array:3 [
"pages" => "268-281"
"volume" => "58"
"number" => "3"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers."
"en" => "This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
4 => Essec\Faculty\Model\Contribution {#2243
#_index: "academ_contributions"
#_id: "12503"
#_source: array:18 [
"id" => "12503"
"slug" => "making-warnings-about-misleading-advertising-and-product-recalls-more-effective-an-implicit-attitude-perspective"
"yearMonth" => "2018-01"
"year" => "2018"
"title" => "Making Warnings About Misleading Advertising and Product Recalls More Effective: An Implicit Attitude Perspective"
"description" => "MARC MAZODIER, M.M., TRENDEL, O. et VOHS, K. (2018). Making Warnings About Misleading Advertising and Product Recalls More Effective: An Implicit Attitude Perspective. <i>Journal of Marketing Research</i>, 55(2), pp. 265-276."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "TRENDEL Olivier"
]
2 => array:1 [
"name" => "VOHS Kathleen"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://doi.org/10.1509%2Fjmr.14.0305"
"publicationInfo" => array:3 [
"pages" => "265-276"
"volume" => "55"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes"
"en" => "The authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes"
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
5 => Essec\Faculty\Model\Contribution {#2237
#_index: "academ_contributions"
#_id: "12504"
#_source: array:18 [
"id" => "12504"
"slug" => "which-sport-sponsorships-most-impact-sponsor-csr-image"
"yearMonth" => "2016-01"
"year" => "2016"
"title" => "Which Sport Sponsorships Most Impact Sponsor CSR Image?"
"description" => "MARC MAZODIER, M.M., CARRILLAT, F., PLEWA, C. et QUESTER, P. (2016). Which Sport Sponsorships Most Impact Sponsor CSR Image? <i>European Journal of Marketing</i>, 50(5/6), pp. 796-815."
"authors" => array:4 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "CARRILLAT François"
]
2 => array:1 [
"name" => "PLEWA Carolin"
]
3 => array:1 [
"name" => "QUESTER P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "http://dx.doi.org/10.1108/EJM-02-2015-0078"
"publicationInfo" => array:3 [
"pages" => "796-815"
"volume" => "50"
"number" => "5/6"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits."
"en" => "This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
6 => Essec\Faculty\Model\Contribution {#2241
#_index: "academ_contributions"
#_id: "12505"
#_source: array:18 [
"id" => "12505"
"slug" => "the-hidden-factors-behind-sponsorship-and-image-transfer-considerations-for-bilateral-image-transfer-among-sponsors-and-events"
"yearMonth" => "2016-06"
"year" => "2016"
"title" => "The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral Image Transfer Among Sponsors and Events"
"description" => "MARC MAZODIER, M.M., PRENDERGAST, G. et PALIWAL, A. (2016). The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral Image Transfer Among Sponsors and Events. <i>Journal of Advertising Research</i>, pp. 132-135."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "PRENDERGAST Gerard"
]
2 => array:1 [
"name" => "PALIWAL Aishwarya"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "http://www.journalofadvertisingresearch.com/content/56/2/132.article-info"
"publicationInfo" => array:3 [
"pages" => "132-135"
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
7 => Essec\Faculty\Model\Contribution {#2244
#_index: "academ_contributions"
#_id: "12506"
#_source: array:18 [
"id" => "12506"
"slug" => "the-roles-of-ethnocentrism-animosity-and-cosmopolitanism-in-sponsorship-effects-a-latent-growth-modeling-approach"
"yearMonth" => "2015-01"
"year" => "2015"
"title" => "The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach"
"description" => "MARC MAZODIER, M.M. et LEE, R. (2015). The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach. <i>European Journal of Marketing</i>, 49(5/6), pp. 919-942."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "LEE Richard"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-10-05 15:05:59"
"publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2013-0594/full/html"
"publicationInfo" => array:3 [
"pages" => "919-942"
"volume" => "49"
"number" => "5/6"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust."
"en" => "This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
8 => Essec\Faculty\Model\Contribution {#2245
#_index: "academ_contributions"
#_id: "12507"
#_source: array:18 [
"id" => "12507"
"slug" => "the-role-of-sponsorship-fit-for-changing-brand-affect-a-latent-growth-modeling-approach"
"yearMonth" => "2014-01"
"year" => "2014"
"title" => "The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach"
"description" => "MARC MAZODIER, M.M. et QUESTER, P.G. (2014). The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach. <i>International Journal of Research in Marketing</i>, 31(1)."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "QUESTER Pascale G."
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Sponsorship Congruence"
1 => "Event involvement"
2 => "Attitudes toward sponsorship"
3 => "Latent growth modeling"
]
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://www.sciencedirect.com/science/article/pii/S016781161300089X"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => "31"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time."
"en" => "Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
9 => Essec\Faculty\Model\Contribution {#2246
#_index: "academ_contributions"
#_id: "12508"
#_source: array:18 [
"id" => "12508"
"slug" => "comment-leveraging-sport-events-over-time-a-comparison-of-sponsorship-and-sport-event-advertising"
"yearMonth" => "2014-01"
"year" => "2014"
"title" => "Comment: Leveraging Sport Events over Time: a Comparison of Sponsorship and Sport Event Advertising"
"description" => "MARC MAZODIER, M.M. et QUESTER, P.G. (2014). Comment: Leveraging Sport Events over Time: a Comparison of Sponsorship and Sport Event Advertising. <i>International Journal of Research in Marketing</i>, 31(1), pp. 33-34."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "QUESTER Pascale G."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://doi.org/10.1016/j.ijresmar.2014.02.002"
"publicationInfo" => array:3 [
"pages" => "33-34"
"volume" => "31"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
10 => Essec\Faculty\Model\Contribution {#2247
#_index: "academ_contributions"
#_id: "12509"
#_source: array:18 [
"id" => "12509"
"slug" => "beyond-brand-attitude-individual-drivers-of-purchase-for-co-branded-products"
"yearMonth" => "2014-01"
"year" => "2014"
"title" => "Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products"
"description" => "MARC MAZODIER, M.M. et MERUNKA, D. (2014). Beyond Brand Attitude: Individual Drivers of Purchase for Co-Branded Products. <i>Journal of Business Research</i>, 67(7), pp. 1552-1558."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "MERUNKA Dwight"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2014.01.015"
"publicationInfo" => array:3 [
"pages" => "1552-1558"
"volume" => "67"
"number" => "7"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand."
"en" => "Cobranding, or the use of two brand names on a single product, generally coincides with higher purchase intentions. Prior research focuses on ingredient co-branding and suggests that attitude toward both the primary and the secondary brands and congruence between the brands are important drivers of cobranded products' success. This research shows that self-congruity with the secondary brand and need for uniqueness have significant positive impacts on symbolic co-branding purchase, in addition to perceived congruence and attitude toward the primary brand."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
11 => Essec\Faculty\Model\Contribution {#2248
#_index: "academ_contributions"
#_id: "12510"
#_source: array:18 [
"id" => "12510"
"slug" => "determinants-of-the-community-based-sponsorship-impact-on-self-congruity"
"yearMonth" => "2013-01"
"year" => "2013"
"title" => "Determinants of the Community-based Sponsorship Impact on Self-Congruity"
"description" => "QUESTER, P.G., PLEWA, C., PALMER, K. et MARC MAZODIER, M.M. (2013). Determinants of the Community-based Sponsorship Impact on Self-Congruity. <i>Psychology and Marketing</i>, 30(11), pp. 996-1007."
"authors" => array:4 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "QUESTER Pascale G."
]
2 => array:1 [
"name" => "PLEWA Carolin"
]
3 => array:1 [
"name" => "PALMER Karen"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://doi.org/10.1002/mar.20662"
"publicationInfo" => array:3 [
"pages" => "996-1007"
"volume" => "30"
"number" => "11"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve CSR image and, in turn, self-congruity, a key determinant of consumer behavior."
"en" => "Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable them to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve CSR image and, in turn, self-congruity, a key determinant of consumer behavior."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
12 => Essec\Faculty\Model\Contribution {#2249
#_index: "academ_contributions"
#_id: "12511"
#_source: array:18 [
"id" => "12511"
"slug" => "are-sponsorship-announcements-good-news-for-the-shareholders-evidence-from-international-stock-exchanges"
"yearMonth" => "2013-01"
"year" => "2013"
"title" => "Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges"
"description" => "MARC MAZODIER, M.M. et REZAEE, A. (2013). Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges. <i>Journal of the Academy of Marketing Science</i>, 41(5), pp. 586-600."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "REZAEE Amir"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://link.springer.com/article/10.1007/s11747-013-0325-x"
"publicationInfo" => array:3 [
"pages" => "586-600"
"volume" => "41"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows substantial negative abnormal returns following announcement dates."
"en" => "The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows substantial negative abnormal returns following announcement dates."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
13 => Essec\Faculty\Model\Contribution {#2250
#_index: "academ_contributions"
#_id: "12512"
#_source: array:18 [
"id" => "12512"
"slug" => "achieving-brand-loyalty-through-sponsorship-the-role-of-fit-and-self-congruity"
"yearMonth" => "2012-01"
"year" => "2012"
"title" => "Achieving Brand Loyalty through Sponsorship: The Role of Fit and Self-congruity"
"description" => "MARC MAZODIER, M.M. et MERUNKA, D. (2012). Achieving Brand Loyalty through Sponsorship: The Role of Fit and Self-congruity. <i>Journal of the Academy of Marketing Science</i>, 40(6), pp. 807-820."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "MERUNKA Dwight"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://link.springer.com/article/10.1007/s11747-011-0285-y"
"publicationInfo" => array:3 [
"pages" => "807-820"
"volume" => "40"
"number" => "6"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship and consumer-brand relationship literature. The experimental design relies on before and after measurements and multiple exposures to the sponsorship."
"en" => "Managers increasingly seek to develop brand loyalty through sponsorship activities, though this relationship has not been solidly established. This article models and demonstrates the impact of sponsorship on brand loyalty. The studied concepts and relationships emerge from both the sponsorship and consumer-brand relationship literature. The experimental design relies on before and after measurements and multiple exposures to the sponsorship."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
14 => Essec\Faculty\Model\Contribution {#2251
#_index: "academ_contributions"
#_id: "12513"
#_source: array:18 [
"id" => "12513"
"slug" => "unmasking-the-ambushers-conceptual-framework-and-empirical-evidence"
"yearMonth" => "2012-01"
"year" => "2012"
"title" => "Unmasking the Ambushers: Conceptual Framework and Empirical Evidence"
"description" => "MARC MAZODIER, M.M., QUESTER, P.G. et CHANDON, J.L. (2012). Unmasking the Ambushers: Conceptual Framework and Empirical Evidence. <i>European Journal of Marketing</i>, 46(1/2), pp. 192-214."
"authors" => array:3 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "QUESTER Pascale G."
]
2 => array:1 [
"name" => "CHANDON Jean-Louis"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/03090561211189284/full/html"
"publicationInfo" => array:3 [
"pages" => "192-214"
"volume" => "46"
"number" => "1/2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach."
"en" => "Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
15 => Essec\Faculty\Model\Contribution {#2252
#_index: "academ_contributions"
#_id: "12514"
#_source: array:18 [
"id" => "12514"
"slug" => "les-effets-de-la-revelation-du-pseudo-parrainage-sur-les-attitudes-envers-la-marque-du-pseudo-parrain"
"yearMonth" => "2010-01"
"year" => "2010"
"title" => "Les effets de la révélation du pseudo-parrainage sur les attitudes envers la marque du pseudo-parrain"
"description" => "MARC MAZODIER, M.M. et QUESTER, P.G. (2010). Les effets de la révélation du pseudo-parrainage sur les attitudes envers la marque du pseudo-parrain. <i>Recherche et Applications en Marketing</i>, 25(2), pp. 51-68."
"authors" => array:2 [
0 => array:3 [
"name" => "MARC MAZODIER Marc MAZODIER"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "QUESTER Pascale G."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:32"
"publicationUrl" => "http://www.jstor.org/stable/41432264"
"publicationInfo" => array:3 [
"pages" => "51-68"
"volume" => "25"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
16 => Essec\Faculty\Model\Contribution {#2253
#_index: "academ_contributions"
#_id: "14452"
#_source: array:18 [
"id" => "14452"
"slug" => "the-positive-effects-of-integrated-advertising-featuring-diverse-ensembles-on-societal-identification-and-mainstream-brand-value"
"yearMonth" => "2023-10"
"year" => "2023"
"title" => "The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value"
"description" => "HENDERSON, C., MAZODIER, M. et KHENFER, J. (2023). The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value. <i>Journal of the Academy of Marketing Science</i>, In press."
"authors" => array:3 [
0 => array:3 [
"name" => "MAZODIER Marc"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "HENDERSON Conor"
]
2 => array:1 [
"name" => "KHENFER Jamel"
]
]
"ouvrage" => ""
"keywords" => array:1 [
0 => "marketing science"
]
"updatedAt" => "2023-10-06 09:30:15"
"publicationUrl" => "https://link.springer.com/article/10.1007/s11747-023-00977-9"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => "In press"
"number" => ""
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The present research employs the Assess Symptoms, Diagnose Causes, Identify and Test Interventions paradigm to measure, understand, and address a grand challenge facing prominent brands: weakness with minority consumers in increasingly diverse societies. First, an analysis of six-hundred thousand consumer-brand ratings reveals that the purchase intention advantage enjoyed by more prominent brands weakens among racial minorities. We posit that these symptoms of weakness are due to the erosion of ingroup identification that would advantage mainstream brands. A diagnostic survey of American consumers confirms the role of societal identification and points to symbolic marginalization from segregation in advertising as one contributor under brands’ influence. Minorities are less likely to report that advertising depicts diverse people together, which predicts lower societal identification and mainstream brand purchase intentions. Experiments confirm that advertising with minority representation and featuring (but lacking) diversification through multi-racial ensembles lessens (perpetuates) a sense of segregation, strengthens (undermines) societal identification, and strengthens (weakens) prominent brands’ value. Advertisements with representation and diversification can contribute to greater societal unification while protecting advantages afforded by social influence, an opportunity for brands to do good while doing well."
"en" => "The present research employs the Assess Symptoms, Diagnose Causes, Identify and Test Interventions paradigm to measure, understand, and address a grand challenge facing prominent brands: weakness with minority consumers in increasingly diverse societies. First, an analysis of six-hundred thousand consumer-brand ratings reveals that the purchase intention advantage enjoyed by more prominent brands weakens among racial minorities. We posit that these symptoms of weakness are due to the erosion of ingroup identification that would advantage mainstream brands. A diagnostic survey of American consumers confirms the role of societal identification and points to symbolic marginalization from segregation in advertising as one contributor under brands’ influence. Minorities are less likely to report that advertising depicts diverse people together, which predicts lower societal identification and mainstream brand purchase intentions. Experiments confirm that advertising with minority representation and featuring (but lacking) diversification through multi-racial ensembles lessens (perpetuates) a sense of segregation, strengthens (undermines) societal identification, and strengthens (weakens) prominent brands’ value. Advertisements with representation and diversification can contribute to greater societal unification while protecting advantages afforded by social influence, an opportunity for brands to do good while doing well."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
17 => Essec\Faculty\Model\Contribution {#2254
#_index: "academ_contributions"
#_id: "14765"
#_source: array:18 [
"id" => "14765"
"slug" => "why-advertisers-should-embrace-event-typicality-and-maximize-leveraging-of-major-events"
"yearMonth" => "2024-03"
"year" => "2024"
"title" => "Why advertisers should embrace event typicality and maximize leveraging of major events"
"description" => "CARRILLAT, F., MAZODIER, M. et ECKERT, C. (2024). Why advertisers should embrace event typicality and maximize leveraging of major events. <i>Journal of the Academy of Marketing Science</i>, In press."
"authors" => array:3 [
0 => array:3 [
"name" => "MAZODIER Marc"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
1 => array:1 [
"name" => "CARRILLAT François"
]
2 => array:1 [
"name" => "ECKERT Christine"
]
]
"ouvrage" => ""
"keywords" => array:6 [
0 => "Advertising"
1 => "Typicality"
2 => "Exposure duration"
3 => "Consistency"
4 => "Ambush marketing"
5 => "Sponsorship"
]
"updatedAt" => "2024-11-21 09:25:54"
"publicationUrl" => "https://doi.org/10.1007/s11747-024-01012-1"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => "In press"
"number" => ""
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it)."
"en" => "The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it)."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
18 => Essec\Faculty\Model\Contribution {#2255
#_index: "academ_contributions"
#_id: "14938"
#_source: array:18 [
"id" => "14938"
"slug" => "riding-the-social-media-wave-how-brand-topic-salience-impacts-engagement-with-direct-marketing-communication"
"yearMonth" => "2024-05"
"year" => "2024"
"title" => "Riding the Social Media Wave: How Brand Topic Salience Impacts Engagement with Direct Marketing Communication"
"description" => "DE BRUYN, A., ARORA, M., CHAUDHURI, S. et MAZODIER, M. (2024). Riding the Social Media Wave: How Brand Topic Salience Impacts Engagement with Direct Marketing Communication. Dans: 53rd European Marketing Academy (EMAC) Conference 2024. Bucharest."
"authors" => array:4 [
0 => array:3 [
"name" => "de BRUYN Arnaud"
"bid" => "B00024825"
"slug" => "de-bruyn-arnaud"
]
1 => array:3 [
"name" => "MAZODIER Marc"
"bid" => "B00791034"
"slug" => "mazodier-marc"
]
2 => array:1 [
"name" => "ARORA Madhav"
]
3 => array:1 [
"name" => "CHAUDHURI Sumon"
]
]
"ouvrage" => "53rd European Marketing Academy (EMAC) Conference 2024"
"keywords" => []
"updatedAt" => "2024-07-10 01:01:23"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-11-23T07:21:43.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 6.086337
+"parent": null
}
]
"avatar" => "https://faculty.essec.edu/wp-content/uploads/avatars/B00791034.jpg"
"contributionCounts" => 19
"personalLinks" => array:2 [
0 => "<a href="https://orcid.org/0000-0001-9836-8564" target="_blank">ORCID</a>"
1 => "<a href="https://scholar.google.com/citations?hl=fr&user=ks82BU4AAAAJ" target="_blank">Google scholar</a>"
]
"docTitle" => "Marc MAZODIER"
"docSubtitle" => "Professor"
"docDescription" => "Department: Marketing<br>Campus de Cergy"
"docType" => "cv"
"docPreview" => "<img src="https://faculty.essec.edu/wp-content/uploads/avatars/B00791034.jpg"><span><span>Marc MAZODIER</span><span>B00791034</span></span>"
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]
#_index: "academ_cv"
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}
