Professor

Véronique PAUWELS

Véronique PAUWELS
Associate Professor
Ph.D. in Management - University of Lille 2
Academic Director
Track: Marketing
LEM Member
Education
  • 2005 : Ph.D. in Management, University of Lille 2, France
Professional Experiences
Academic Experience
  • 2013 - present, Academic director Msc in Digital Marketing & CRM, IÉSEG School of Management, , France
  • 2012 - present, Academic coordinator Master in apprenticeship, IÉSEG School of Management, , France
Professional Experience :
  • 2005 - 2007, Innovation Marketing Director Europe, International Food Company - FMCG, Villeneuve d'Ascq, France
  • 2004 - 2005, Marketing Director, International Food Company - FMCG, Villeneuve d'Ascq, France
  • 2001 - 2004, Marketing Director Benelux, International Food Company - FMCG, Eindhoven, Netherlands
  • 1996 - 2001, European Brand Manager, FMCG International Food Industry, Villeneuve d'Ascq, France
Published Papers in Refereed Journals
  • Pauwels-Delassus V., Mogos-Descotes R., (2018). Fan Resistance Towards a Change in club Identity, Management International, 23 (1) 78-90.
  • Mogos-Descotes R., Pauwels-Delassus V., (2015). The impact of consumer resistance to brand substitution on brand relationship, Journal of Consumer Marketing, 32 (1) 34 - 42.
  • Pauwels-Delassus V., Leclercq-Vandelannoitte A., Mogos-Descotes R., (2014). La résistance au changement de nom de marque: ses antécédents et ses conséquences sur le capital de marque, Management International, 18 (3) 45-59.
Show all
  • Pauwels-Delassus V., Mogos-Descotes R., (2013). Brand name change: Can trust and loyalty be transferred?, Journal of Brand Management, 20 (8) 656-669.
  • Pauwels-Delassus V., Fosse-Gomez M.H., (2012). Les enjeux de l'abandon d'une marque locale: la question du transfert d'image, Décisions Marketing, 67 (juillet septembre) 11-22.
  • Pauwels-Delassus V., Mogos-Descotes R., (2012). Brand name substitution and brand equity transfer, Journal of Product & Brand Management, 21 (2) 117-125.
Books
  • Pauwels-Delassus V., Zarantonello L., (2015) Handbook of Brand Management Scales, Routledge.
Peer Review Proceedings
  • Hota M., Pauwels-Delassus V., Burette Louis, (2017), The impact of co-creation and service experience on the loyalty of football club supporters, in: reser2017 Reser 2017 Conference, pp..
Research field
  • Brand management, Brand Equity, CSR, Brand values creation, strategic marketing
Teaching
Grande Ecole Program:
  • Gestion des marques de distributeurs
  • Improving brand values
  • Projet professionnel 2 mkt
  • Marketing management
  • Projet professionnel 1 mkt
MSc in Digital Marketing and CRM :
  • Online reputation management
  • Measuring marketing performance & roi
IÉSEG