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Ghislaine Cestre

Contact

Professor Emeritus
Professors Emeriti HEC

Professor Emeritus
Department of Marketing


Research

Research areas

Thesis supervision
Dominique MARGUERAT, Une approche causale des comportements d'achat et post-achat de produits écolabellisés, UNIL HEC, 2004

Mohamed Mostafa BRAHAMI, Influence de la culture sur l'éthique en marketing international - Comparaison cross-culturelle entre managers suisses et arabes (pays du Golfe), UNIL HEC, 2003

Sue GODFREY, An analysis of the trade-offs and price sensitivity of European consumers to environmentally friendly food and beverage packaging using conjoint methodology, UNIL HEC, 2003

Comportement du consommateur : Analyse des perceptions et préférences

Diffusion des innovations

National and ethnic identity

Individualism and collectivism

Moral Disengagement

Publications

50 last publications ordered by: publication type  -  year

: Peer Reviewed

2011

Usunier J.-C., Cestre G., Czellar S., Morhart F. M. ; Müller B. (2011). Perspectives on Responsible Marketing. Responsible Management Practices for the 21st Century (pp. 89-102). Paris: Pearson.


2010

Lalos M. (2010). Consumer attitudes toward personal data collection practices perceived to be insidious: the intrusiveness-privacy dyad. Université de Lausanne, Faculté des hautes études commerciales. Cestre G. (Dir.)


2009

Cestre G. (2009). Le consommateur face au marketing écologique, publié dans "Echos Money" No 15.


Cestre G. , Lalos M. (2009, Jan). The consequences of retailer vs. media communication about the use of intrusive marketing practices on customer attitudes, satisfaction, trust and loyalty. Advances in Consumer Research, proceedings of the ACR North American Conference (San Francisco 2008), 36 (pp. 968-969). Peer Reviewed


2008

Cestre G. , Lalos M. (2008, May). Paying today or tomorrow? The effects of implementing intrusive marketing practices on loyal customers. 37th European Marketing Academy (EMAC) Conference, Brighton. Peer Reviewed


Usunier J.-C. , Cestre G. (2008). Further considerations on the relevance of country-of-origin research. European Management Review, 5, 271-274. Peer Reviewed


2007

Cestre G. , Salle R. et al. (2007). Marketing and purchasing management. Essentials of Logistics and Management (2nd edition). EPFL Press, Lausanne.


Cestre G. , Usunier J.-C. (2007). Product Ethnicity: Revisiting the Match between Products and Countries. Journal of International Marketing, 15, 32-72. Peer Reviewed


Cestre G. , Usunier J.-C. (2007). Product ethnicity: Cognitive Associations between Products and Countries. Université de Lausanne - HEC.


Perrinjaquet A., Furrer O., Usunier J.-C., Cestre G. ; Valette-Florence P. (2007). A Test of the Quasi-Circumplex Structure of Human Values. Journal of Research in Personality, 41, 820-840. Peer Reviewed


2006

Cestre G., Perrinjaquet A., Furrer O., Marguerat D. ; Usunier J.-C. (2006). A confirmatory approach of the circular nature of Schwartz's Value System. Université de Lausanne - HEC.


Perrinjaquet A., Furrer O., Usunier J.-C., Cestre G. ; Valette-Florence P. (2006). A Test of the Circumplex Structure of Human Values. Université de Lausanne - Faculté des Hautes Etudes Commerciales.


2005

Cestre G. (2005). Market Research Dynamics. Marketing Management - International Perspectives. Vijay Nicole India.


Cestre G. (2005). Le géomarketing au service de l'entreprise, puvlié dans "Bulletin HEC" No 71.


Cestre G. , Marguerat D. (2005, Sep). Measuring Involvement in Ecology Using a Five-factor Scale. Consumer Personality and Research Methods (CPRM) Conference, Dubrovnik. Peer Reviewed


Cestre G. , Marguerat D. (2005, May). EIS : A Scale to Measure Involvement in Ecology. 34th European Marketing Academy (EMAC) Conference, Milan. Peer Reviewed


Cestre G. , Usunier J.-C. (2005). Product ethnicity: An exploratory approach. Université de Lausanne - HEC.


2004

Cestre G. , Marguerat D. (2004, May). Eco-Labelled Product Purchase and Recycling Behaviour - A Structural Equations Model. 33rd European Marketing Academy (EMAC) Conference, Murcia. Peer Reviewed


Cestre G. , Marguerat D. (2004). Determining ecology-related purchase and post-purchase behaviours using structural equations. Université de Lausanne - HEC.


Marguerat D.O. (2004). Une approche causale des comportements d'achat et post-achat de produits écolabellisés. Université de Lausanne, Faculté des hautes études commerciales. Cestre G. (Dir.)


2003

Cestre G. (2003). Marketing éthique: Caveat emptor ou caveat venditor? Published in "Echos/Money" 9.


Cestre G. , Marguerat D. (2003). Ecolabels et consommation : Variables intervenant dans le processus d'achat. Université de Lausanne - HEC.


2002

Cestre G , Marguerat D (2002). Marketing vert et comportement: l'attitude du consommateur face aux produits éco-labelisés. Institut universitaire de management international (IUMI), Ecole des HEC, Lausanne.


Cestre G. (2002, May). Building Reputation Through Social Accountability - The Switcher / Prem Group Experience in India. 6th International Conference on Corporate Reputation, Identity and Competitiveness, Reputation Institute, Boston. Peer Reviewed


Cestre G. , Salle R. et al. (2002). Marketing and purchasing management. Essentials of Logistics and Management (1st edition). EPFL Press, Lausanne.


Marguerat D. , Cestre G. (2002). Le consommateur "vert" - Attitude et comportement. Université de Lausanne - HEC.


2001

Cestre G (2001). H-Mod: La relation moins-que-parfaite. Institut universitaire de management international (IUMI), Ecole des HEC, Lausanne.


Cestre G. (2001). Social accountability and performance : The Switcher ? Prem Group experience in India. Competitiveness in the XXIst Century : Social Dimension of Corporate Success. International Labour Organisation.


Cestre G. (2001). Le marketing des OGM dans l'agro-alimentaire, publié dans "Echos Money" No 7.


2000

Cestre G. , Salle R. et al (2000). Marketing B to B - Recent developments in business relationships. Université de Lausanne - HEC.


Cestre G. , Salle R. (2000). Marketing and purchasing management: Recent developments in business relationships. Institut universitaire de management international (IUMI), Ecole des HEC, Université de Lausanne, Lausanne.


Cestre G. , Uhlmann V. (2000, May). Consumer Evaluations of Product Co-branding : An Investigation of the Role of Brand Dominance on the Evaluation of an Alliance. 5th International Conference on Corporate and Marketing Communication (CMC), Rotterdam. Peer Reviewed


1999

(1999, May). Consumer Decision Making - Marketing and Competition in the Information Age. 28th European Marketing Academy (EMAC) Conference, Berlin. Peer Reviewed


Uhlmann V. , Cestre G. (1999). Gestion Stratégique de la Marque - Analyse et Modélisation. Université de Lausanne, Faculté des HEC, Institut de recherche en management.


1998

Cestre G. (1998). PME : Un besoin de formation en management .. et bien des questions. Published in "Guide de la PME", AGEFI.


Cestre G. , Darmon R.Y. (1998). Assessing consumer preferences in the context of new product diffusion. International Journal of Research in Marketing, vol 15, 123-135. Peer Reviewed


1997

Cestre G. (1997). Estimer la valeur d'une étude marketing. Published in "Echos/Money" 2.


Cestre G. (1997). Le capital-clients, nouvelle valeur de l'entreprise. Published in "Guide de la PME", AGEFI.


1996

Cestre G. (1996). Diffusion et innovativité: définition, modélisation et mesure. Recherche et Applications en Marketing, 11, 71-90. Peer Reviewed


Cestre G. (1996). Importance stratégique de l'information et rôle des bases de données en marketing. Die Unternehmung, 50, 163-169. Peer Reviewed


1995

Cestre G. , Bernasconi M. (1995, Jan). Managing Crossborder Inter-institutional Cooperation. 55th Annual Meeting of the Academy of Management (AM), Vancouver. Peer Reviewed


1994

Cestre G. , Andrews R. (1994, Oct). Academic Exchanges: An International Perspective. 30th Annual Conference, The Institute of Management Sciences (Southeastern Chapter), Myrtle Beach. Peer Reviewed


1993

Cestre G. (1993, Jun). The Use of Situational Variables in Conjoint Analysis: A Product's Time of Introduction and Market Penetration. 20ème Séminaire International de Recherche en Marketing, La Londe Les Maures. Peer Reviewed


Cestre G. (1993). SME's and the Challenges for the Future: A Comparison between Italy, France, Germany and Japan. ADESEP - Marne-la-Vallée, France (en collaboration avec le Centro Studi d'Impresa, Milan, Italie).


Cestre G. , Darmon R. (1993). Extending Conjoint Measurement to Situational Variables. CERAM Business School - Sophia Antipolis.


Cestre G. , Xardel D. (1993). Marketing et Réseaux d'Entreprises (2785). P.U.F. Collection "Que Sais-Je?".


1992

Cestre G. (1992, Jun). New Product Acceptance: The Impact of Diffusion Factors on Consumer Preference Patterns. 13th Annual Conference, Administrative Sciences Association of Canada (ASAC), Québec. Peer Reviewed


Cestre G. (1992, May). La rencontre des préférences individuelles et de la diffusion des innovations: Un lien à établir. 8e Congrès Annuel, Association Française du Marketing (AFM), Lyon. Peer Reviewed


Cestre G. (1992). Assessing Consumer Preferences in the Context of New Product Diffusion. Université McGill, Montréal. Darmon R. (Dir.)


Cestre G., Laroche M. ; Desjardins L. (1992). Current Advertising Budgeting Practices of Canadian Advertisers and Agencies. Canadian Journal of Administrative Sciences, 9, 279-293. Peer Reviewed


Curriculum

Competences



Campus Virtuel Suisse
Marketing Online, formation à distance

Education

1973
Licence en droit, Université Laval, Québec, Canada

1979
Maîtrise en sciences politiques, Faculté des sciences sociales, Université Laval, Québec, Canada

1984
MBA, Faculté de Management, Université McGill, Montréal, Canada

1992
Ph.D., Faculté de Management, Université McGill, Montréal, Canada

Work experience

1976-1990
Associée, Conant & Associates, Consultants in World Energy and Resources, Washington, D.C., USA

1980-1991
Chargée d'Etudes Juridiques, Cabinet Ogilvy-Renault, Montréal, Canada

1991-1993
Professeur adjoint, Université Concordia, Montréal, Canada

1992-1994
Chargée d'enseignement à l'ESSEC (mastère spécialisé) et à l'Université Paris-Dauphine (DESS), France

1992-1993
Professeur détaché, Université Concordia, Montréal

1993-1995
Professeur associé et Directrice de l'International Management Program (IMP), CERAM, Sophia Antipolis, France

Depuis 1995
Professeur ordinaire, Ecole des HEC, Université de Lausanne

Keywords

  • consumer behavior
  • ethics
  • innovation diffusion (2)
  • marketing (2)
  • situation analysis
  • social responsability

 
 
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