Augmenting brand community identification for inactive users: a uses and gratification perspective Available to Purchase

Laurence Dessart is an Assistant Professor of Marketing at HEC Liège, Management School of the University of Liège, in Belgium. Dr Dessart has a Master’s degree from HEC Liège and a PhD from the Adam Smith Business School of the University of Glasgow, in the UK. Before joining HEC Liège, she was a Professor at KEDGE Business School, in France. She has guest-lectured in several institutions. Her research interests are centered around digital consumer behavior and branding, including social media marketing, consumer engagement and digital storytelling. She has published in several top-quality peer-reviewed marketing journals, including the International Journal of Research in Marketing, the European Journal of Marketing, the Journal of Marketing Management and the Journal of Business Research, etc. She has received several grants and awards for her work such as the Best Paper and Best Reviewer Award by Emerald Publishing.

Cleopatra Veloutsou is a Professor of Brand Management in the Adam Smith Business School of the University of Glasgow (UK), a Visiting Professor at the University of Bari (Italy), University of Bergamo (Italy), President University (Indonesia), Hellenic Open University (Greece) and University of Coibra (Portugal) and the Head of the Marketing Research Unit of the Athens Institute of Education and Research (ATINER) (Greece). Her primary research interest is on Brand Management and has published over 50 articles in International Journals and presented over 100 papers in International Academic Conferences. She is a co-editor of the Journal of Product and Brand Management since 2014 and an Associate Editor of the Journal of Business Research since 2019, serves on the editorial board of various academic journals and has been involved in the organization of many International Academics Conferences in Marketing and Brand Management.