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CAMBIER Fanny

PhD in Economics and Management Sciences

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Marketing
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 has recently published in the Journal of Business Research and the Journal of Marketing Management. 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

  • 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
  • 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

Article

  • 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
  • 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
  • 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., N. STEILS, "Creative contests: When poor corporate reputation attracts consumer participation" in Association of Consumer Research (ACR) N-A Conference, 2023, Seattle, WA, United States
  • 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
  • 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
  • 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
  • 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., "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
  • 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., 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, "Non-participants and Brands’ Communication of Co-creational Efforts: A Matter of Trust" in 2017 ACR North America Conference, 2017, San Diego, United States
  • 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

Participation at an academic or professional conference

  • 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

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