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Bruno Kocher

Bruno Kocher

Université de Neuchâtel

Bruno Kocher is Professor of Marketing at the Faculty of Economics and Business at the University of Neuchâtel. Before joining the University of Neuchâtel, he was an Assistant Professor at HEC Paris and HEC Lausanne. Bruno Kocher holds a Ph.D. from the University of Lausanne (HEC) and was a Swiss National Science Foundation Fellow at Baruch College (City University of New York).

Bruno Kocher’s research interests revolve around the impact of status (e.g., achieved, ascribed, sociometric), power, and novel consumption models (e.g., renting luxury). His work has been published in journals such as the Journal of Marketing, Organizational Behavior and Human Decision Processes and the Journal of Retailing among others.

His areas of luxury research

Status, power, new consumption models, retailing.

References

What if Diamonds Did Not Last Forever? Signaling Status Achievement Through Ephemeral Versus Iconic Luxury Goods

Desmichel, P., Ordabayeva, N., & Kocher B. (2020)

Organizational Behavior and Human Decision Processes, Forthcoming.

Luxury Single-versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons

Desmichel, P., & Kocher B. (2019)

Journal of Retailing. Forthcoming.

Contrefaçons de Produits de Luxe: Une Étude de la Perception et de l´Intention d´Achat selon le Lieu d’Achat

Müller, B., Kocher B. & Ivens B. (2011)

Revue Française de Gestion, 37 (212), 45-61.

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