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Bruno Kocher

Contact

Visiting Professor
Department of Marketing


Contact
Bruno.Kocher@unil.ch
Anthropole, room 3066
Tel 021.692.34.78

Postal address
Université de Lausanne
Quartier UNIL-Chamberonne
Bâtiment Anthropole
1015 Lausanne

Teaching

bachelor Principes de marketing
Related programmes
Bachelor of Science (BSc) in Economics
Bachelor of Science (BSc) in Management
Bachelor (BSc) in Economic Sciences

Publications

40 last publications ordered by: publication type  -  year

: Peer Reviewed

Articles

Govaerts S., Holzer A., Kocher B., Vozniuk A., Garbinato B. ; Gillet D. (2018). Blending Digital and Face-to-Face Interaction Using a Co-Located Social Media App in Class. IEEE Transactions on Learning Technologies, 11, 478-492. Peer Reviewed


Semaan R.W., Kocher B. ; Gould S. (2018). How well will this brand work? The ironic impact of advertising disclosure of body-image retouching on brand attitudes. Psychology & Marketing, 35, 766-777. Peer Reviewed


Heath T. B., Chatterjee S., Basuroy S., Hennig-Thurau T. ; Kocher B. (2015). Innovation Sequences over Iterated Offerings: A Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses. Journal of Marketing, 79, 71-93. Peer Reviewed


Müller B., Kocher B. ; Crettaz A. (2013). The Effects of Visual Rejuvenation through Brand Logos. Journal of Business Research, 66, 82-88. Peer Reviewed


Müller B., Kocher B. ; Ivens B. (2011). Contrefaçons de produits de luxe - Une étude de la perception et de l'intention d'achat selon le lieu. Revue Française de Gestion, 37, 45-61. Peer Reviewed


In Proceedings

Holzer A., Tintarev N., Bendahan S., Kocher B., Greenup S. ; Gillet D. (in press). Digitally Scaffolding Debate in the Classroom. CHI’18 Extended Abstracts, April 21-26, 2018, Montreal, QC, Canada. Peer Reviewed


Holzer A., Kocher B., Bendahan S., Mazuze J. ; Gillet D. (2016, Jan). Fostering Knowledge Sharing in NGOs. Proceedings of the Eighth International Conference on Information and Communication Technologies and Development - ICTD '16. Association for Computing Machinery (ACM).


Holzer A., Kocher B., Vonèche Cardia I., Mazuze J., Bendahan S. ; Gillet D. (2016, Jan). Gamifying Knowledge Sharing in the Humanitarian Context. Proceedings of the 7th Annual Symposium on Computing for Development - ACM DEV '16. ACM Press. Peer Reviewed


Holzer A., Kocher B., Gillet D., Bendahan S. ; Fritscher B. (2015, Jan). DinerRouge : Bringing Wealth and Income Inequality to the Table through a Provocative UX. Proceedings of the 33rd Annual ACM Conference Extended Abstracts on Human Factors in Computing Systems - CHI EA '15. ACM Press. Peer Reviewed


Hellwig K., Morhart F. ; Kocher B. (2014, Jan). Mi Casa es Su Casa - But only if you are interesting enough. Understanding Motives and Benefits of Sharing among Strangers in CouchSurfing. Proceedings of the Society for Consumer Psychology 2014 Winter Conference. Peer Reviewed


Atalay S. , Kocher B. (2012, Jan). Do You Want a Tattoo or Do You Need a Tattoo: An Investigation of Body Modification Practices. 41st European Marketing Academy Conference Proceedings. European Marketing Academy. Peer Reviewed


Semaan R., Kocher B. ; Gould S. J. (2011, Jan). Is Honesty the Best Policy? The Persuasive Impact of Disclosure and Body-Image Idealization in Digitally Manipulated Advertising. 18th Annual International Conference Promoting Business Ethics, St. John's University, New York. Peer Reviewed


Kocher B. , Gould S. J. (2010, Jan). Product Placement in Song Lyrics: Impact of Cognitive Load and Disclosure. 39th European Marketing Academy Conference Proceedings. European Marketing Academy. Peer Reviewed


Kocher B., Müller B. ; Chauvet V. (2010, Jan). Attitudes toward luxury products, counterfeits and imitations: the impact of conformity, self and fashion consciousness. 39th European Marketing Academy Conference. Peer Reviewed


Müller B. , Kocher B. (2010, Jan). Brand lifting through visual rejuvenation. 39th European Marketing Academy Conference. Peer Reviewed


Müller B. , Kocher B. (2010, Jan). Should your Brand get a Botox Injection? Visual Rejuvenation through Brand Logos. 6th Thought Leaders International Conference in Brand Management. Peer Reviewed


Kocher B. , Czellar S. (2009, Jan). Consistency between Brand Elements: The Impact of Moderating Variables. 38th European Marketing Academy Conference Proceedings. European Marketing Academy. Peer Reviewed


Kocher B. , Lalos M. (2008, Jan). Let it Rock: The Effects of Brand Name Placement in Songs on Attitudes toward the Artist and the Brand. Advances in Consumer Research, 35 (pp. 769-770). Peer Reviewed


Kocher B. , Lalos M. (2008, Jan). When Criticism Improves Evaluation: The Effect of Brand Name Placement in Song Lyrics. Proceedings of the 7th International Conference on Research in Advertising. European Advertising Academy. Peer Reviewed


Kocher B., Müller B., Chauvet V. ; Ivens B. S. (2008, Jan). Is the Internet a new Eldorado for Counterfeits ?. Advances in Consumer Research, 35 (pp. 971). Peer Reviewed


Müller B., Kocher B. ; Ivens B.S. (2008, Jan). Counterfeits on the Internet: The dark side of the luxury industry. 37th EMAC - European Marketing Academy Conference, May 27-30, 2008. Peer Reviewed


Kocher B., Müller B. ; Chauvet V. (2007, Jan). What Makes People Evaluate Differently and Purchase Original Goods, Counterfeits and Imitations in the Luxury Industry? An Investigation of a Personal Variable and Hindering Conditions. 36th European Marketing Academy Conference. Peer Reviewed


Müller B. , Kocher B. (2007, Jan). An Exploratory Study on Attitude toward Luxury Products, Counterfeits and Imitations. Advances in Consumer Research, 34 (pp. 363-365). Peer Reviewed


Müller B., Kocher B. ; Ivens B. S. (2007, Jan). Internet: La Face Cachée des Produits de Luxe. Actes des 12èmes Journées de Recherche en Marketing de Bourgogne, Université de Dijon (pp. 18-36). Peer Reviewed


Usunier J.-C., Kocher B., Müller B. ; Walliser B. (2007, Jan). The Standardization of International Advertising: An Analytic Review. 36th European Marketing Academy Conference. Peer Reviewed


Kocher B. , Czellar S. (2006, Jan). How Does Brand Name-Logo Coherence Affect Brand Attitudes? An Investigation of Consumer Level and Marketer-Controlled Effects. 35th European Marketing Academy Conference Proceedings. European Marketing Academy.


Kocher B. , Czellar S. (2006, Feb). How Does Brand Name-Logo Coherence Affect Brand Attitudes? An Investigation of Moderating Effects. Proceedings of the Society for Consumer Psychology 2006 Winter Conference (pp. NA). Society for Consumer Psychology (SCP). Peer Reviewed


Müller B., Kocher B. ; Chauvet V. (2006, Jan). Attitudes towards Luxury Products, Counterfeits and Imitations: An Exploratory Study of Personal and Company-Controlled Variables. 35th Annual Conference of the European Marketing Academy. Peer Reviewed


Kocher B. (2005, Jan). The Effect of Brand Name-Brand Mark Coherence on Brand Equity. 18th European Marketing Academy Doctoral Colloquium, 22-24 May 2005. Peer Reviewed


In Proceedings (abstract)

Kocher B., Morhart F. M., Zisiadis G. ; Hellwig K. (2014, Jan). Share Your Life and Get More of Yourself. Experience Sharing in CouchSurfing. NA - Advances in Consumer Research (ACR Conference Proceedings), 42 (pp. 510-511). Peer Reviewed


Kocher B., Lalos M., Gould S. J. ; Czellar S. (2011, Jan). Product Placement in Song Lyrics: Impact of Cognitive Load, Disclosure, Valence and Strength. E-European Advances in Consumer Research, IX (pp. 495). European Association for Consumer Research. Peer Reviewed


Kocher B. , Luna D. (2011, Jan). Do I Really Have to Prove Who I Am? the Impact of Identity Denial and Targeted Ads. NA - Advances in Consumer Research, 38 (pp. 869-870). Peer Reviewed


Kocher B. , Czellar S. (2007, Feb). To Be or Not To Be Consistent: Should Marketers Always Use the Puma Approach to Brand Logo Consistency?. Proceedings of the Society for Consumer Psychology 2007 Winter Conference (pp. 67-68). Society for Consumer Psychology (SCP). Peer Reviewed


Kocher B., Czellar S. ; Usunier J.-C. (2006, Jan). The Effect of Perceived Brand Name Logo Coherence on Brand Attitudes. NA-Advances in Consumer Research, 33 (pp. 274-275). Association for Consumer Research. Peer Reviewed


Technical Reports

Chauvet V, Müller B ; Kocher B (2007). What makes people evaluate and purchase original goods, counterfeits and imitations differently in the luxury industry?. Université de Savoie, IREGE.


Usunier J.-C., Kocher B., Müller B. ; Walliser B. (2007). The standardization of international advertising: an analytic review. University of Lausanne, Faculty of Business and Economics - IRM.


Müller B., Kocher B. ; Chauvet V. (2006). Attitudes toward luxury products, counterfeits and imitations: An exploratory study of personal and commpany-controlled variables. Université de Savoie, IREGE.


Thesis

DESMICHEL Perrine (2019). THREE ESSAYS ON LUXURY CONSUMER BEHAVIOR. Université de Lausanne, Faculté des hautes études commerciales. Kocher Bruno (Dir.)


GHIASSALEH Arezou (2019). HOW CAN RETAILERS ENHANCE CONSUMER SHOPPING EXPERIENCE? EFFECTS OF POPULARITY SIGNS AND PRODUCT CATEGORIZATIONS ON CONSUMER DECISION MAKING. Université de Lausanne, Faculté des hautes études commerciales. KOCHER Bruno (Dir.)


Kocher B. (2008). When does a change in established brand name logo consistency affect consumers' brand attitudes? An investigation of moderating effects. Université de Lausanne, Faculté des hautes études commerciales. Usunier J.-C. (Dir.)


Curriculum

Competences



Comportement du consommateur

Consumer behavior

Gestion de marques

Education

Post-doctoral research in marketing, Baruch College, Zicklin School of Business, City University of New York, USA

Ph.D. in economics, major management, HEC Lausanne, Faculty of Business & Economics, University of Lausanne, Switzerland

Work experience

Assistant Professor in Marketing, HEC Paris, France

Keywords

  • consumer behavior (2)
  • consumer behaviour (2)
  • corporate branding
  • marketing management (2)
  • product placement

 
 
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