Prof. Dr. Leif Brandes
Professor of Marketing & Strategy
Dr. oec. publ.
T +41 41 229 58 90
Frohburgstrasse 3, Room 4.B38
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).
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.
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.
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+)
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)
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)
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+)
- Customer Word of Mouth
- Biases in Individual Judgment and Decision Making
- Information Transparency
- New Technologies (Augmented Reality, Blockchain, NFTs)
- Hofstetter, R., de Bellis, E., Brandes, L., Clegg, M., Lamberton, C., Reibstein, D., & Zhang, J. Z. (2022). Crypto-marketing: How non-fungible tokens (NFTs) challenge traditional marketing. Marketing Letters.
- 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.
- Hofstetter, R., De Bellis, E., Clegg, M., Lamberton, C., Reibstein, D., Rohlfsen, F., … Zhang, J. Z. (6 February 2022). Cryptomarketing (2021), conditionally accepted at Marketing Letters.
- Brandes, L., Cacabelos, R., & Franck, E. (2019). Social Influence and the Information Content of Online Reviews.
- Der Sport als Labor für die Ökonomie: Versuch eines Stärken-Schwächen Profils. Lecture, IBW Club, Universität Zürich, Zürich, 2021
- Extremity Bias in Online Reviews: The Role of Attrition. Lecture, SAMS Conference 2021, University of Lucerne, Lucerne, 2021
- After-Consumption Susceptibility of Online Reviewers to Random, Weather-Related Events. Lecture, SAMS Conference 2020, University of Lucerne, Lucerne, 2020
- After-Consumption Susceptibility of Online Reviewers to Random, Weather-Related Events. Lecture, Research Seminar, University of Zurich, virtual, 2020
- Social Influence Reduces the Adjustment Speed of Online Reviews to new quality levels. Lecture, Marketing Science Conference, ISMS INFORMS Society for Marketing Science, virtual, 2020
- What Drives Extremity Bias in Online Reviews? Theory and Experimental Evidence. Lecture, Marketing Research Seminar UZH and ETHZ, UZH & ETH Zurich, Zurich, 2019
- After-Consumption Susceptibility of Online Reviewers to Random, Weather-Related Events. Lecture, CBSIG 2019 Conference, University of Berne, Berne, 2019
- After-Consumption Susceptibility of Online Reviewers to Random, Weather-Related Events. Lecture, 16th ZEW Conference on the Economics of Information and Communication Technologies, ZEW Mannheim, Mannheim, 2018
Finding your topic
The chair keeps a list of topics, which is published on the website at the beginning of each semester. The current topic list of the chair can be found here.
The topics are related to the research interests of Prof. Brandes' research assistants and serve as an orientation.
Own suggestions for topics are possible, but must fit to the corresponding research focus of the assistant.
- Branding / Brand Personality
- Augmented Reality
- Construal Level Theory
- Online Word of Mouth
Applying for your topic
Apply for the topic of your choice with a short motivation letter of max. 200 words. The letter of application should express the motivation for the topic and state the specific research question. Please write the application letter in English and make sure that the research question is precise and has been narrowed down to a level that allows for coverage of the topic in sufficient depth in the context of the seminar or bachelor thesis.
Send your application to the respective research assistant (Itir Bozkurt, Thomas Scheurer, Flavia Tinner) by March 15 (spring term) and October 15 (fall term). You will receive feedback on your application within one week after the deadline.
Please note that both the term paper and the bachelor thesis are conceptual in nature (i.e. literature-based). In exceptional cases and after consultation with the supervisor, empirical analyses may be conducted. Case studies are not accepted.
Preparing your research proposal
Once your research question has been accepted, you will have a month to write your research proposal. Prior to writing the research proposal, the chair will offer a Q&A session in which you can ask general questions about the work, and general expectations on the part of the chair will be clarified.
Deadline for submission of the research proposal is April 15 (spring term) and November 15 (fall term). The research proposal will be sent to the respective supervisor via email (PDF format). When preparing your research proposal, please refer to slide 5 of the presentation on formal requirements of the chair.
Discussion of your research proposal
After submitting the research proposal, an appointment for a personal meeting will be arranged in consultation with the supervisor. This meeting will take about 15 minutes.
Supervision of the thesis
Term paper: During the processing time of the term paper, a maximum of two emails with questions will be answered. An additional personal meeting is not planned until further notice.
Bachelor thesis: The type of individual support (personal meetings, questions via e-mails, etc.) during the processing time of the Bachelor thesis will be agreed upon with the supervisor at the beginning.
Master thesis: Interested students can write an e-mail to Prof. Dr. Leif Brandes (leif.brandes) and the respective research assistant in CC. After acceptance of the application, the type of individual supervision (personal meetings, questions via e-mail, etc.) will be discussed with the supervisor during the processing time of the Master's thesis. @ unilu.ch
Submission of the thesis
Term paper: The deadline for submitting the term paper is September 15 (spring term) and April 15 (fall term). The term paper is sent to the respective supervisor in electronic form (PDF; incl. registration form) via e-mail.
Bachelor thesis: The deadline for submitting the bachelor thesis is in December (for start in spring) and in May (for start in fall). The exact deadlines for the submission of the Bachelor thesis are published by the Dean's Office. The Bachelor thesis will be sent to the Dean's Office in electronic form (PDF; incl. registration form) via email (email@example.com).
Master thesis: The deadline for submitting the Master thesis is in December (for start in spring) and in May (for start in fall). The exact deadlines for the submission of the Master thesis are published by the Dean's Office. The Master thesis will be sent to the Dean's Office in electronic form (PDF; incl. registration form) via email (firstname.lastname@example.org).
Further information and materials
Further information and tips on writing the research proposal and a scientific paper as well as information on literature research and formalities can be found in the Presentation on Formal Guidelines for Term Papers and Bachelor Theses of the Chair.
For all theses at the chair the following formal guidelines of the chair apply.
The preparation of the thesis also complies with the following guidelines of the Faculty of Economic Sciences:
We are currently looking for motivated students who would like to gain research experience. By actively participating in future-oriented research projects, students majoring in economics can earn up to 9 ECTS.