Biography

Bruno KOCHER
Assistant Professor, Department Marketing
Date of arrival at HEC Paris: 2010

CENTERS OF INTEREST
Integrated Marketing Communications.
Product Placement.
Advertising
Brand Management.
Communication to Bilinguals.

RESEARCH AND PUBLICATIONS
Articles:
«Is the Internet a New Eldorado for Counterfeits?», Advances in Consumer Research, eds. Angela Y. Lee and Dilip Soman, Association for Consumer Research: Memphis TN, 2008, vol. 35 (in coll. with B. Müller, V. Chauvet, B. Ivens).
«Let it Rock: The Effects of Brand Name Placement in Songs on Attitudes toward the Artist and the Brand», Advances in Consumer Research, eds. Angela Y. Lee and Dilip Soman, Association for Consumer Research: Memphis TN, 2008, vol. 35 (in coll. with M. Lalos).
«An Exploratory Study on Attitudes toward Luxury Products, Counterfeits and Imitations», Advances in Consumer Research, eds. Gavan J. Fitzsimons and Vicki G. Morwitz, Association for Consumer Research: Orlando FL, 2007, vol. 34 (in coll. with B. Müller).
«The Effect of Perceived Brand Name Logo Coherence on Brand Attitudes», Advances in Consumer Research, eds. Cornelia Pechmann and Linda Price, Association for Consumer Research: San Antonio TX, 2006, vol. 33 (in coll. with S. Czellar, JC. Usunier).

MAIN COURSES TAUGHT AT HEC
Consumer behavior
Marketing experimentation.

CURSUS
2009 Post-doctoral Researcher in Marketing, Baruch College, Zicklin School of Business, City University of New York, USA.
2008 Ph.D. in Management (Marketing), University of Lausanne, Switzerland.
2004 MSc in Management, University of Lausanne, Switzerland.
2003 BA in Management, University of Lausanne, Switzerland.
Languages: French, German, English.

OTHER ACADEMIC ACTIVITIES
External academic responsibility:
2002 - 2008 Research and Teaching Assistant in Marketing.

SCIENTIFIC ACTIVITIES
Membership of scientific or professional organisation:
American Marketing Association.
European Marketing Academy.
Association for Consumer Research.
Society for Consumer Psychology.