![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# CAMBIER Fanny { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "CAMBIER\u0020Fanny", "item": "https://neoma-bs.com/node/8630.md" } ] } - [Home](https://neoma-bs.com/) - CAMBIER Fanny ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/31378-cambier-fanny.jpg?itok=q7F5UCEK)CAMBIER Fanny Assistant Professor - About - Academic publications [Marketing](https://neoma-bs.com/departements/marketing) PhD in Economics and Management Sciences Fanny CAMBIER is an Assistant Professor at NEOMA Business School, where she primarily teaches brand management, marketing communication, and innovation marketing. In 2020, she obtained her doctorate in Economics and Management Sciences, with a specialization in Marketing, from UCLouvain (Belgium). Her research focuses on consumer judgments and decisions in contexts related to new marketing practices, such as crowdsourcing or service robots. She regularly presents her work at international conferences including the ACR North America Conference and the AMS Annual Conference. Her contributions have been published in journals such as the Journal of Product Innovation Management, Journal of Business Research, Journal of Interactive Marketing, and Journal of Marketing Management. Before joining academia, Fanny Cambier worked for over 10 years as a marketing executive at Unilever, Ferrero, and Mondelez International, developing her career across Benelux and Australia. ### Areas of research - Consumer Judgments and Decision-making - Crowdsourcing - Co-creation - Artificial Intelligence ## Recent academic contributions ULRICH, I., F. CAMBIER, "Organic brand extensions: psychological mechanisms underlying consumer evaluations" in *18th Global Brand Conference*, 2025, Porto, Portugal KAWAKAMI, T., L. HAMDI-KIDAR, F. CAMBIER, "Is Generative AI Better than Brand Fans for Creativity and Innovation?" in *32st IPDMC: Innovation and Product Development Management Conference*, 2025, Porto, Portugal CAMBIER, F., P. R. DARKE, I. PONCIN, "'Promoting Crowdsourced New Products: Competing Co-contributor Attractiveness, Similarity, and Persuasion Knowledge Processes", *Journal of Product Innovation Management*, July 2025, vol. 42, no. 4, pp. 679-703 DOI : [ 10.1111/jpim.12780 ](https://dx.doi.org/10.1111/jpim.12780) ## Publications CAMBIER, F., P. R. DARKE, I. PONCIN, "'Promoting Crowdsourced New Products: Competing Co-contributor Attractiveness, Similarity, and Persuasion Knowledge Processes", *Journal of Product Innovation Management*, July 2025, vol. 42, no. 4, pp. 679-703 DOI : [ 10.1111/jpim.12780 ](https://dx.doi.org/10.1111/jpim.12780) CAMBIER, F., N. STEILS, "EXPRESS: Crowdsourcing Participation for Firms with Poor Reputations: The Role of Competitive Intensity and Firm-Oriented Motivations", *Journal of Interactive Marketing*, May 2025 DOI : [ 10.1177/10949968251347887 ](https://dx.doi.org/10.1177/10949968251347887) DJELASSI, S., F. CAMBIER, "Creative Crowdsourcing: Understanding Participation Barriers and Levers from a Heterogeneous Crowd Perspective", *Journal of Marketing Management*, July 2023, vol. 39, no. 7-8, pp. 585-614 DOI : [ 10.1080/0267257X.2022.2131884 ](https://dx.doi.org/10.1080/0267257X.2022.2131884) CAMBIER, F., N. STEILS, "Creative contests: When poor corporate reputation attracts consumer participation", *Advances in Consumer Research*, October 2023, vol. 51, pp. 333-334 CAMBIER, F., I.PONCIN, "Brand Integrity Inferences from Marketing Communications. The Effects of a Brand Transparency Signal in a Consumer Empowerment Context", *Journal of Business Research*, March 2020, vol. 109, pp. 260-270 DOI : [ 10.1016/j.jbusres.2019.11.060 ](https://dx.doi.org/10.1016/j.jbusres.2019.11.060) CAMBIER, F., I. PONCIN, "Advertising co-created new products: an exploration of consumer responses and success contingencies", *Advances in Consumer Research*, October 2020, vol. 48, pp. 240-243 KLEIN, R. A., M.VIANELLO, F.CAMBIER, M.BABALOLA, ..AND AL, "Many Labs 2: Investigating Variation in Replicability Across Samples and Settings", *Advances in Methods and Practices in Psychological Science*, December 2018, vol. 1, no. 4, pp. 443-490 DOI : [ 10.1177/2515245918810225 ](https://dx.doi.org/10.1177/2515245918810225) ## Chapters KERVYN, N., F.CAMBIER, "Chapitre 10. Les histoires interactives" in *Cahier n°8 - Jouer pour apprendre dans l’enseignement supérieur ? - Play-t-il ?*., Gaëlle PELLON Ed., Les cahiers du LLL, pp. 50-51, 2020 DOI : [ https://hdl.handle.net/20.500.12279/790 ](https://dx.doi.org/https://hdl.handle.net/20.500.12279/790) ## Conferences ULRICH, I., F. CAMBIER, "Organic brand extensions: psychological mechanisms underlying consumer evaluations" in *18th Global Brand Conference*, 2025, Porto, Portugal KAWAKAMI, T., L. HAMDI-KIDAR, F. CAMBIER, "Is Generative AI Better than Brand Fans for Creativity and Innovation?" in *32st IPDMC: Innovation and Product Development Management Conference*, 2025, Porto, Portugal HAMDI-KIDAR, L., F. CAMBIER, T. KAWAKAMI, "Unlocking the Innovation Potential of Brand Fans: A Comparison of Brand Fans and Other Consumers in Idea Generation" in *31st IPDMC: Innovation and Product Development Management Conference*, 2024, Dublin, Ireland HAMDI-KIDAR, L., T. KAWAKAMI, F. CAMBIER, "Light & Shadow: How should managers rely on Brand fans for co-creation?" in *Innovation & Product Development Management Conference (IPDMC)*, 2023, Lecco, Italy HAMDI-KIDAR, L., T. KAWAKAMI, F. CAMBIER, "Comparing Regular Consumers and Brand Fans for Engagement in Creative Activities: A Managerial Perspective" in *Academy of Marketing Science (AMS) Annual Conference*, 2023, Nouvelle-Orléans, LA, United States CAMBIER, F., I. PONCIN, "Interactions with Fallible Robots at the Front Desk: Understanding how Choice Improves Consumer Responses" in *La Londe Conference*, 2022 CAMBIER, F., I. PONCIN, "Fallible Service Robots at the Front Desk: How Choice to Interact with Them Improves Satisfaction and Repurchase Intentions." in *37ème congrès international*, *Association Française du Marketing (AFM)*, 2021 CAMBIER, F., I.PONCIN, "An investigation of the effects on consumer-brand relationships of service robot undesirable behaviours" in *2020 International Conference on Recent Advances in Retailing and Consumer Science (RARCS)*, 2020, Baveno, Italy CAMBIER, F., I.PONCIN, "Co-creators Endorsing Their Winning Product Idea in Ads: Dealing with Brand Audiences’ Scepticism" in *2019 AMS Annual Conference*, 2019, Vancouver, Canada DJELASSI, S., F.CAMBIER, I.PONCIN, "Consumers’ Non-Participation in Creative Crowdsourcing: Exploration through the Lenses of Meaning of Work" in *2019 AMS Annual Conference*, 2019, Vancouver, Canada CAMBIER, F., I.PONCIN, "Proclaiming Brand Transparency: An Effective Strategy for Advertising Customer-ideated New Products" in *AFM International Congress*, 2018, Strasbourg, France CAMBIER, F., I.PONCIN, "A Signalling Approach to Enhance the Advertising Effectiveness of Customer-Ideated New Products" in *AMS Annual Conference*, 2018, New Orleans, United States CAMBIER, F., I. PONCIN, "Non-participants and Brands’ Communication of Co-creational Efforts: A Matter of Trust" in *2017 ACR North America Conference*, *Advances in Consumer Research*, vol. 45, pp. 551-552, 2017, United States CAMBIER, F., I.PONCIN, "Fostering the Observing Brand Audience’s Willingness-to-engage through the Communication of Co-creational Efforts" in *2017 EMAC Conference*, 2017, Groningen, Netherlands CAMBIER, F., I.PONCIN, "Don, Contre-don et Sanction – Un Système de Don Triadique Expliquant les Attentes des Non-participants Envers les Marques Pratiquant la Co-création" in *2017 AFM International Congress*, 2017, Tours, France CAMBIER, F., "Communication of Co-creational Efforts to Non-participants: Mechanisms and Conditions Impacting their Affective Reactions and Brand Relationship" in *AFM Doctoral Colloquium*, 2017, Orléans, France CAMBIER, F., I.PONCIN, "Advertising Co-created Innovations: A Risky Strategy for Well-known Brands in the Service Industry" in *EIRASS Conference*, 2017, Vancouver, Canada DJELASSI, S., I.DECCOOPMAN, F.CAMBIER, I.PONCIN, "To Participate in Creative Crowdsourcing or Not? In Search of Meaning(fullness)" in *2017 AFM International Congress*, 2017, Tours CAMBIER, F., "Communicating Customer Empowerment Strategies to Non-participants: An Investigation of the Mechanisms and Conditions Impacting the Affective Reactions toward the Brand and the Brand Relationship" in *AMS World Marketing Congress Doctoral Colloquium*, 2016, Paris, France ## Conference contributions CAMBIER, F., "Advertising User-driven New Products to Non-participants: Mechanisms and Conditions Impacting Brand Evaluations and Behavioural Intentions" in *First Belgian-French Doctoral Day, University of Paris-Dauphine*, 2018, Paris, France CAMBIER, F., "Don, Contre-don et Sanction : Explications des Réactions des Nonparticipants Envers les Marques Pratiquant la Co-création" in *Journée de Recherche en Marketing du Grand Est*, 2017, Metz, France CAMBIER, F., N.KERVYN, C.MALONE, J.RESSLER, "Predicting Students’ Decision to Enrol at University: The Role of Warmth and Competence Perception" in *2015 EMAC Conference*, 2015, Belgium ## Case studies CAMBIER, F. - "Navigating the Eco-friendly Waters: Crafting Mir Vaisselle's Marketing Strategy in the French Hand Dishwashing Market" - 2024, *The Case Centre*