Concepedia

Laurent Muzellec

LM

29

Publications

2.1K

Citations

22

H-Index

2003

Active since

Affiliations

University College Dublin(Current)

Trinity College Dublin

ESSCA School of Management

Dublin City University

Audencia Business School

Laurent Muzellec is an author at University College Dublin specializing in management, marketing, and business.

Top concepts

ManagementMarketingBusinessBrandingBrand StrategyBrand ManagementBrand AwarenessDigital MarketingBrand EquityBrand Development

Publications per year

2003–2024

29

Publications

29

Corporate rebranding: destroying, transferring or creating brand equity?

Laurent Muzellec, Mary Lambkin · European Journal of Marketing · 2006 · 334 citations

Purpose Companies, Brand Strategy, Brand Loyalty +18

Two-sided Internet platforms: A business model lifecycle perspective

Laurent Muzellec, Sébastien Ronteau, Mary Lambkin · Industrial Marketing Management · 2015 · 253 citations · Full text

Two-sided Internet Platforms, Platform Design, Management +6

Message content features and social media engagement: evidence from the media industry

Gillian Moran, Laurent Muzellec, D. S. Johnson · Journal of Product & Brand Management · 2019 · 191 citations

Digital Marketing, Entertainment Brand, Consumer Research +26

Corporate makeovers: Can a hyena be rebranded?

Helen Stuart, Laurent Muzellec · Journal of Brand Management · 2004 · 176 citations

Producer Responsibility, Management, Brand Strategy +7

eWOM credibility on social networking sites: A framework

Gillian Moran, Laurent Muzellec · Journal of Marketing Communications · 2014 · 131 citations · Full text

Digital Marketing, Online Communication, Reputation Management +25

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