معرفی
Michaël KORCHIA serves as a Professor and researcher in the Department of Marketing at KEDGE Business School. His academic career spans significant contributions to marketing theory and practice, with particular emphasis on branding, communication, consumer behavior, and cultural marketing.
His research interests focus on the intersection of culture and consumer behavior, examining how individuals form relationships with brands, icons, and cultural artifacts. KORCHIA's work particularly explores music fandom, consumer identity construction, and intergenerational cultural transmission, revealing how consumers actively participate in brand communities and cultural ecosystems.
Analysis of his recent publications shows a consistent trajectory examining consumer behavior through cultural and psychological lenses, with particular attention to music-related consumption patterns, fan communities, and online shopping behaviors. His work demonstrates methodological diversity across qualitative and quantitative approaches.
As an active member of the French Marketing Association, KORCHIA served on the Board of Directors for nearly 15 years, contributing significantly to the marketing academic community in France.
Beyond his academic pursuits, KORCHIA maintains creative interests as both a musician and photographer, which likely inform his research perspective on cultural consumption and artistic expression.
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