PD Dr. André Marchand
Dr. André Marchand’s research focuses on digitalization in marketing. Furthermore, he is interested in strategic media marketing, consumer behavior in the digital era, and innovation management. He publishes his work in leading international journals such as the Journal of Marketing and International Journal of Research in Marketing.
A comprehensive list of all publications by Dr. André Marchand can be found here.
Marchand, André, Thorsten Hennig-Thurau, and Caroline Wiertz (2017), "Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success," International Journal of Research in Marketing, 34 (2), forthcoming.
Marchand, André (2016), "The Power of an Installed Base to Combat Lifecycle Decline: The Case of Video Games," International Journal of Research in Marketing, 33 (1), 140-154. [Link]
Marchand, André, Thorsten Hennig-Thurau, and Sabine Best (2015), "When James Bond Shows off His Omega: Does Product Placement Affect Its Media Host?" European Journal of Marketing, 49 (9/10), 1666-1685. [Link]
Marchand, André (2014), "Joint Consumption Challenges in Groups," Journal of Consumer Marketing, 31 (6/7), 483-493. [Link]
Marchand, André and Thorsten Hennig-Thurau (2013), "Value Creation in the Video Games Industry: Industry Economics, Consumer Benefits, and Research Opportunitites," Journal of Interactive Marketing, 27 (3), 141-157. [Link]
Hennig-Thurau, Thorsten, André Marchand, and Barbara Hiller (2012), "The Relationship between Reviewer Judgments and Motion Picture Success: Re-analysis and Extension," Journal of Cultural Economics, 36 (3), 249-283. [Link]
Hennig-Thurau, Thorsten, André Marchand, and Paul Marx (2012), "Can Automated Group Recommender Systems Help Consumers Make Better Choices?" Journal of Marketing, 76 (5), 89-109. [Link]