Laurent Muzellec
Associate Professor in Marketing, Business & Administrative Studies


Laurent Muzellec is the director of the new MSc in Digital Marketing Strategy at Trinity Business School. Having previously setup highly successful similar programmes; he is launching this new specialist masters programme to further develop and equip graduates with the necessary skills to succeed. The course brings together structured learning across the whole gamut of digital marketing techniques combined with specialist talks from guest lecturers from leading companies including Google, Facebook, Twitter, Microsoft and HubSpot amongst others. His research interests pertain to the field of electronic Word of Mouth, digital business model, corporate brand management and fictional brands. His articles have appeared in several international publications including Industrial Marketing Management, Marketing Theory, the Journal of Advertising Research and the European Journal of Marketing. Laurent teaches marketing strategy and digital marketing at executive level (e.g. Executive MBA). He is the programme director of the new Msc. in Digital Marketing. He was a product manager of an Internet Mapping application (web 1.0!) in Paris and an Internet consultant at Volkswagen. Prior to TCD, he has taught at UCD Smurfit Business School, Dublin City University Business School and ESSCA school of Management (Paris). His qualification includes a BA from Sciences-Po Bordeaux (F), a BA Information and Management from Napier University (UK), a MBA from Texas A&M International University and a PhD from UCD Smurfit School of Business.

Publications and Further Research Outputs

Peer-Reviewed Publications

Muzellec, L. & E. O'Raghallaigh , Mobile technology and its Impact on the Consumer Decision-Making Journey, Journal of Advertising Research, 2017 Journal Article, 2017

Lynn, T. ; L. Muzellec ; B. Caemmerer; D. Turley, Social network sites: early adopters' personality and influence, Journal of Product and Brand Management , 26, (1), 2017 Journal Article, 2017

Moran G., Muzellec L., eWOM credibility on social networking sites: A framework, Journal of Marketing Communications, 23, (2), 2017 Journal Article, 2017 DOI

Rebranding in, editor(s)Craig E. Carroll , The SAGE Encyclopedia of Corporate Reputation, Thousand Oaks, CA 91320, SAGE Publications Inc, 2016, [Muzellec. L.] Book Chapter, 2016

L. Muzellec; Ronteau S. & Lambkin. M.C., 'Two-sided Internet Platforms: A Business Model Lifecycle Perspective', Industrial Marketing Management, 45, 2015, p139 - 150 Journal Article, 2015 URL

Muzellec. L.; Feenstra, F.; Faultrier (de), B.; Boulay, J., Children's experiences and parents' perceptions of retailers' mobile applications, Journal of Retail & Distribution Management, 44, (11), 2016, p44-55 Journal Article, 2016

Moran G., Muzellec L., Nolan E., Consumer moments of truth in the digital context: How "search" and "E-word of mouth" can fulel consumer decision making, Journal of Advertising Research, 54, (2), 2014, p200-204 Journal Article, 2014 DOI

Muzellec L., Muzellec L., Lambkin M., Lambkin M., Corporate rebranding: Destroying, transferring or creating brand equity?, European Journal of Marketing, 40, (7-8), 2006, p803-824 Journal Article, 2006 DOI

Muzellec L., Lynn T., Lambkin M., Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda, European Journal of Marketing, 46, (6), 2012, p811-826 Journal Article, 2012 DOI

Feenstra, F. L. Muzellec, B. de Faultrier, J. Boulay, Edutainment experiences for children in retail stores, from a child's perspective, Journal of Retailing and Consumer Services, 26, 2015, p47 - 56 Journal Article, 2015

Boulay J., De Faultrier B., Feenstra F., Muzellec L., When children express their preferences regarding sales channels: Online or offline or online and offline?, International Journal of Retail and Distribution Management, 42, 2014, p1018-1031 Journal Article, 2014 DOI

Muzellec L., Kanitz C., Lynn T., Fancy a coffee with friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention, International Journal of Advertising, 32, (3), 2013 Journal Article, 2013

Lambkin M., Muzellec L., Leveraging brand equity in business-to-business mergers and acquisitions, Industrial Marketing Management, 39, (8), 2010, p1234-1239 Journal Article, 2010 DOI

Muzellec L., Muzellec L., Lambkin M., Lambkin M., Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9, (1), 2009, p39-54 Journal Article, 2009 DOI

Muzellec L., Lambkin M., Corporate rebranding and the implications for brand architecture management: The case of Guinness (Diageo) Ireland, Journal of Strategic Marketing, 16, (4), 2008, p283-299 Journal Article, 2008 DOI

Lambkin M., Muzellec L., Rebranding in the banking industry following mergers and acquisitions, International Journal of Bank Marketing, 26, (5), 2008, p328-352 Journal Article, 2008 DOI

Muzellec L., Lambkin M., Does diageo make your Guinness taste better?, Journal of Product and Brand Management, 16, (5), 2007, p321-333 Journal Article, 2007 DOI

Non-Peer-Reviewed Publications

L. Muzellec, James Bond, Dunder Mifflin, and the Future of Product Placement. , Harvard Business Review Digital Articles, 2016, p2 - 5 Journal Article, 2016 URL

Research Expertise


My research philosophy is that business research should be grounded in real life strategic and managerial issues. This approach is instrumental in allowing me to gain access to relevant, quality data and to devise highly appropriate and impactful research questions. Previous research was in the area of branding (corporate re-branding and fictional brands). My current research focuses on digital business (e.g. digital business models and the management of value propositions in two-sided markets) and digital marketing issues (e.g. the impact of Brand message characteristics on e-WOM on social networks sites). My research agenda is aligned with my teaching interests and industry engagement activities.


Branding; Business Communication; Business Models; Early adopters, Social media, Social networks, Twitter, Google+, Personality traits, Information, Rumor, Influence; SOCIAL NETWORKS