Several new laterally substituted liquid crystalline compounds have been synthesized. They have the same main core which contains four rings (two aromatic, two alicyclic) with two lateral substituents introduced on the same side of one of the inner rings. One of the substituents is a 4-X-benzyloxy group (X=CH3,CN,Cl) and the other is a hexyloxy chain. The presence of the lateral aromatic substituent makes these compounds deviate markedly from the classical rod-shape. However, a wide enantiotropic nematic phase is present for all the compounds. The order parameters of the chain and the para -disubstituted aromatic rings were obtained by using a 2D 13C NMR technique with variable angle spinning. The temperature dependence of the order parameters was estimated using 13C chemical shifts with slow spinning of the sample parallel to the magnetic field. The results indicate that the two lateral substituents are more or less folded back along the mesogenic core. Thus, the flexible lateral chain is found to be roughly aligned with the molecular long axis, whereas the para axis of the less flexible aromatic branch makes a considerable angle with the molecular long axis imposed by the core, substantially increasing the mean width of the molecule. The core ordering does not seem to be influenced by the type and position of the substituents. The folding back of the lateral chain and the substantial tilt of the lateral aromatic branch with respect to the core main axis are confirmed by the X-ray structure of a parent compound.