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CAMBIER Fanny

PhD in Economics and Management Sciences

Fanny CAMBIER is Assistant Professor at NEOMA Business School where she teaches brand management, consumer behaviour and innovation marketing among others. In 2020, she obtained her PhD in Economic and Management Sciences (Marketing), at UCLouvain (Belgium). Her research focuses on the study of consumer judgments and decision-making, especially in the context of new marketing practices (e.g. crowdsourcing or service robots). She regularly presents her research at the ACR North America Conference and the AMS Annual Conference and recently published the first article from her thesis in the Journal of Business Research. Before joining academia, Fanny Cambier has been a marketing executive for more than 10 years, notably at Unilever, Ferrero and Mondelez International, in the Benelux and Australia.

Areas of research

  • consumer judgments and decision-making
  • crowdsourcing
  • co-creation
  • artificial intelligence

Recent academic contributions

  • 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
  • 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
  • CAMBIER, F., I.PONCIN, "Advertising co-created new products: an exploration of consumer responses and success contingencies" in 2020 North America Conference, Association for Consumer Research, 2020, United States

Academic Journals

  • 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
  • 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

Book chapter

  • 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

Academic conferences

  • 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, "Advertising co-created new products: an exploration of consumer responses and success contingencies" in 2020 North America Conference, Association for Consumer Research, 2020, United States
  • 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, "Co-creators Endorsing Their Winning Product Idea in Ads: Dealing with Brand Audiences’ Scepticism" in 2019 AMS Annual Conference, 2019, Vancouver, Canada
  • 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, "Proclaiming Brand Transparency: An Effective Strategy for Advertising Customer-ideated New Products" in AFM International Congress, 2018, Strasbourg, France
  • CAMBIER, F., I.PONCIN, "Non-participants and Brands’ Communication of Co-creational Efforts: A Matter of Trust" in 2017 ACR North America Conference, 2017, San Diego, 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

Dissemination activity

  • 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