After studying literature and linguistics, Valérie Zeitoun turned to qualitative studies. She is now the Director and Founder of The Laundry, a consulting and qualitative research institute. Her company collaborates on various marketing issues with organizations such as SCA Hygiene Products, Mondelez, MHD and Danone Eaux. In parallel with her professional activity, Valérie pursued a doctoral research on the consumer brand relationship. She defended her thesis on November 15, 2016, entitled: “A new perspective on the brand-consumer relationship: relational mechanics analyzed through the prism of theater”.

Articles

When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement, Qualitative Market Research (2019), Zeitoun V., Michel G. & Fleck N.

Brand Personification Through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising, Psychology & Marketing, 2014, vol 31, 1, 84-92. (Fleck N., Michel G., Zeitoun V.)

Thesis

“New perspective on the brand-consumer relationship: relational mechanics analyzed through the prism of the theater” Thesis director: professor Géraldine Michel

Book Chapters

The New Paradigm of Digital Proximity for Cooperative Banks, in New Cooperative Banking in Europe. Palgrave Macmillan, Cham.  (2018). Gorlier T., Michel G., Zeitoun V.