Prof. Dr. Leif Brandes

Ordentlicher Professor für Marketing

Dr. oec. publ.

T +41 41 229 58 90
leif.brandes@unilu.ch

Frohburgstrasse 3, Raum 4.B38

CV

Leif Brandes is currently Professor of Marketing at the Faculty of Economics and Management at the University of Lucerne. Prior to joining the University of Lucerne, he was first an Assistant Professor and then Associate Professor of Marketing and Behavioral Science at Warwick Business School, the University of Warwick (UK). Prior to that, he was a Postdoctoral Fellow at the Yale School of Management, Yale University (US).

Leif’s research focuses on customer word of mouth, biases in individual judgment and decision-making, and the effects of firm’s voluntary information transparency on customers. More recently, he has also become interested in the influence of new technologies (Augmented Reality, Blockchain, NFTs) on value creation and product competition. His research has been published (or accepted for publication) in top-tier academic journals, including the Journal of Consumer Research, Journal of Marketing Research and Management Science. His research has been featured, among others, by BBC Radio (UK), Harvard Business Manager (DE), The Independent (UK), Ivey Business Journal (CAN), Wall Street Journal (US), the Washington Post (US), or Neue Zürcher Zeitung (CH).

He teaches courses related to Marketing Management, Business Strategy, Managerial Decision-Making and Marketing Analytics. He is also the initiator of the ‘Marketing Challenge Series' at the University of Lucerne. In this teaching format, he has collaborated with firms such as Advitos, B.Braun, Eichhof, Gübelin, L’Oréal, and Sonect. Professor Brandes holds a PhD in Business Administration from the University of Zurich, and a Master of Mathematical Finance from the University of Konstanz (Germany).

Curriculum Vitae Leif Brandes (Englisch, PDF)
 

Selected Publications

Hofstetter, R., de Bellis, E., Brandes, L., Clegg, M., Lamberton, C., Reibstein, D., Rohlfsen, F., Schmitt, B.H., & Zhang, Z. J. (2022). Crypto-Marketing: How Non-Fungible Tokens (NFTs) Challenge Traditional Marketing. Marketing Letters (ABS: 3/VHB: B). Forthcoming.
Link: https://dx.doi.org/10.2139/ssrn.4055610

Brandes, Leif and Yaniv Dover (2022). Offline Context Affects Online Reviews: The Effect of Post Consumption Weather. Journal of Consumer Research (ABS: 4*/ VHB: A+). Forthcoming.
Link: https://doi.org/10.1093/jcr/ucac003

Brandes, Leif; Godes, David and Dina Mayzlin (2022). Extremity Bias in Online Reviews: The Role of Attrition. Journal of Marketing Research, 59(4), 675-695. (ABS: 4*/ VHB: A+)
Link: https://doi.org/10.1177/00222437211073579

Brandes, Leif and Donja Darai (2017). The Value and Motivating Mechanism of Transparency in Organizations. European Economic Review, 98, 189 – 198. (ABS: 3/ VHB: not rated)
Link: https://doi.org/10.1016/j.euroecorev.2017.06.014

Brandes, L., Nüesch, S., & Franck, E. (2016). Death-related publicity as informational advertising: evidence from the music industry. Marketing Letters, 27(1), 143-157. (ABS: 3/VHB: B)
Link: https://doi.org/10.1007/s11002-014-9322-1

Bartling, Björn; Brandes, Leif and Daniel Schunk (2015). Expectations as Reference Points: Field Evidence from Professional Soccer. Management Science, 61, 2646 – 2661. (ABS: 4*/ VHB: A+)
Link: https://doi.org/10.1287/mnsc.2014.2048