Leif Brandes

Leif Brandes is currently Professor of Marketing & Strategy 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).

Research Interests

Customer Word of Mouth, Biases in Individual Judgment and Decision-Making, Information Transparency, Augmented Reality, Blockchain Technology

Education

• Dr. University of Zurich (2004 — 2008)
• Master of Mathematical Finance Universität Konstanz / University of Konstanz (1999 — 2004)

Publications

Journal Article

• Brandes, L., & Dover, Y. (2022). Offline Context Affects Online Reviews: The Effect of Post-Consumption Weather. Journal of Consumer Research, Forthcoming.
• Brandes, L., Godes, D., & Mayzlin, D. (2021). Extremity Bias in Online Reviews: The Role of Attrition. Journal of Marketing Research, Forthcoming.
• Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the Jungle! The Neuromarketing Literature Through the Eyes of a Newcomer. European Journal of Marketing, 4–38.
• Brandes, L., & Darai, D. (2017). The Value and Motivating Mechanism of Transparency in Organizations. European Economic Review, 189–198.
• Lee, N., Brandes, L., Chamberlain, L., & Senior, C. (2017). This is Your Brain on Neuromarketing: Reflections on a Decade of Research. Journal of Marketing Management, 878–892.
• Brandes, L., Nüesch, S., & Franck, E. (2016). Death-related Publicity as Informational Advertising: Evidence from the Music Industry. Marketing Letters, 143–157.
• Bartling, B., Brandes, L., & Schunk, D. (2015). Expectations as References Points: Field Evidence from Professional Soccer. Management Science, 2646–2661.
• Brandes, L., Brechot, M., & Franck, E. (2015). Managers’ External Social Ties at Work: Blessing or Curse for the Firm? Journal of Economic Behavior and Organization, 203–216.
• Brandes, L., Franck, E., & Theiler, P. (2013). The Group Size and Loyalty of Football Fans: A Two-Stage Estimation Procedure to Compare Customer Potential Across Teams. Journal of the Royal Statistical Society: Series A, 347–369.
• Brandes, L., & Franck, E. (2012). Social Preferences or Personal Career Concerns? Field Evidence on Positive and Negative Reciprocity in the Workplace. Journal of Economic Psychology, 925–939.
• Benz, M.-A., Brandes, L., & Franck, E. (2009). Do Soccer Associations Spend on a Good Thing? Empirical Evidence on Heterogeneity in the Consumer Response to Match Uncertainty of Outcome. Contemporary Economic Policy, 216–235.
• Brandes, L., Franck, E., & Theiler, P. (2009). The Effect from National Diversity on Team Production – Empirical Evidence from the Sports Industry. Schmalenbach Business Review, 225–246.
• Local Heroes and Superstars – An Empirical Analysis of Star Attraction in German Soccer. (2008). Journal of Sports Economics, 9, 266–286.
• Brandes, L., & Franck, E. (2007). Who Made Who? An Empirical Analysis of Competitive Balance in European Soccer Leagues. Eastern Economic Journal, 379–403.