Michaël KORCHIA

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michael.korchia@kedgebs.com

Michaël Korchia is a research professor in marketing, with a doctorate and an accreditation to supervise research. His areas of focus, both in research and teaching, are branding, communication, consumer behaviour and cultural marketing. He also created the 3P competition, intended for bachelors of the PGE program, which consists in putting students in a situation whereby they analyse and create new packaging or advertisements. His work has been published in France and internationally and he has carried out several consulting assignments. Lastly, he is an active member of the Association Française du Marketing (French Marketing Association), CM of the Facebook page and in charge of multimedia content, and has been a member of the Board of Directors for twelve years.        

    Recent publications
    Publication Year of publication Type of publication
    MOUDNI, L., M. KORCHIA, G. MICHEL, "Quand les marques s’approprient les codes du hip-hop : décryptage d’une pratique au regard de l’authenticité et du cool", Décisions Marketing, 2026, no. 122, pp. 71-97 2026 Journal article
    MOUDNI, L., M. KORCHIA, V. ZEITOUN, "Representing young people in traditional bank ads: how self-image shapes brand perception", Journal of Marketing Trends, 2025, vol. 10, no. 3, pp. 2-23 2025 Journal article
    DERBAIX, M., M. KORCHIA, M. PADIOU, "Fans as Prosumers : Labour of Love", International Journal of Arts Management, 2023, vol. 25, no. 2, pp. 4-15 2023 Journal article
    DERBAIX, M., M. KORCHIA, "Individual celebration of pop music icons: A study of music fans relationships with their object of fandom and associated practices", Journal of Consumer Behaviour, 2019, vol. 18, no. 2, pp. 109-119 2019 Journal article
    GONZALEZ, C., M.KORCHIA, P.DE PECHPEYROU, "Les shoppers de site d’achat groupé sont-ils tous des "chasseurs de bonnes affaires" ? Proposition d’une typologie des profils d’achat", Management & Avenir, Spring 2018, vol. 101, no. 3, pp. 83-103 2018 Journal article
    DERBAIX, M., C.DERBAIX, M.KINDT, M. L.FERNANDEZ, M.KORCHIA, "Transmissions culturelles entre parents et enfants : le cas des goûts musicaux", Management & Avenir, Summer 2016, vol. 87, no. 5, pp. 151-174 2016 Journal article
    Teaching domains

    Marketing

    • Brand management, communication
    Research domains

    Marketing

    • Brand, communication, promotion, cultural marketing
    Kedge Insights
    Insights Others authors Category Expertise
    La publicité en temps d’inflation : une course aux prix bas ? None Published in The Conversation
    		 Marketing & new consumption