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Bruno Kocher

Coordonnées

Professeur assistant en prétitularisation conditionnelle
Département de marketing


Contact
Bruno.Kocher@unil.ch
Anthropole, bureau 3066
Tél 021.692.34.78

Adresse postale
Université de Lausanne
Quartier UNIL-Chamberonne
Bâtiment Anthropole
1015 Lausanne

Enseignements

master Current Topics in Consumer Research
Formation concernée
Maîtrise universitaire ès Sciences en management
bachelor Principes de marketing
Formations concernées
Baccalauréat universitaire ès Sciences en économie politique
Baccalauréat universitaire ès Sciences en management

Assistants

Perrine Desmichel
perrine.desmichel@unil.ch
Tél: (021 692) 34 55
Bureau: Anthropole 3056

page personnelle
  Arezou Ghiassaleh
arezou.ghiassaleh@unil.ch
Tél: (021 692) 61.08
Bureau: 3058

page personnelle
 
Marko Kosutov
marko.kosutov@unil.ch



  Goedele Krekels
goedele.krekels@unil.ch
Tél: (021 692) 3465
Bureau: ANT 3065

page personnelle
 

Publications

33 dernières publications classées par: type de publication  -  année

: Revue avec comité de lecture

Articles

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. Revue avec comité de lecture


Müller B., Kocher B. ; Crettaz A. (2013). The Effects of Visual Rejuvenation through Brand Logos. Journal of Business Research, 66, 82-88. Revue avec comité de lecture


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. Revue avec comité de lecture


Actes de conférence (partie)

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 (pp. NA). Association for Computing Machinery (ACM).


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. Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


Müller B. , Kocher B. (2010, Jan). Brand lifting through visual rejuvenation. 39th European Marketing Academy Conference. Revue avec comité de lecture


Kocher B. , Czellar S. (2009, Jan). Consistency between Brand Elements: The Impact of Moderating Variables. 38th European Marketing Academy Conference Proceedings. European Marketing Academy. Revue avec comité de lecture


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. Revue avec comité de lecture


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). Revue avec comité de lecture


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). Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


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). Revue avec comité de lecture


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). Revue avec comité de lecture


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


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, Fév). 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). Revue avec comité de lecture


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. Revue avec comité de lecture


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. Revue avec comité de lecture


Actes de conférence (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). Revue avec comité de lecture


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, London. Revue avec comité de lecture


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). Revue avec comité de lecture


Kocher B. , Czellar S. (2007, Fév). 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). Revue avec comité de lecture


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. Revue avec comité de lecture


Rapports

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.


Thèses

Kocher B., Usunier J.-C. (Dir.) (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.


Curriculum

Compétences



Comportement de l'acheteur

Comportement du consommateur

Gestion de marques

Formations

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

Expériences professionnelles

Assistant Professor in Marketing, HEC Paris, France

Mots-clés

  • comportement du consommateur (3)
  • corporate branding
  • marketing management (2)
  • placement de produit

 
 
Recherche


Internef - CH-1015 Lausanne - Suisse  -   Tél. +41 21 692 33 00  -   Fax +41 21 692 33 05
Swiss University