Professor Leif Egil Hem
- Leif.Hem@nhh.no
- Telephone
- +47 55 95 96 85
- Department
- Strategy and Management
- Office
- E351
- Expertise
- Marketing and Brand Management
BIO
Leif Hem started his carrier at NHH in 1992. In 1995, he finished the Cand. merc. at the Institute of Marketing, NHH. He received his dr. oecon in marketing in 2001 and became an associate professor at NHH in January 2002.
From 1993 he has been a researcher at SNF. Hem has also worked as an associate professor at BI (2001), and has a 20% position at HBV.
He has been responsible for a large number of executive programs at NHH (EMBA, etc.).
The research focus is on consumer behavior and brand management in general and on brand extensions in particular. The methodological focus covers different techniques within both qualitative as well as quantitative approaches.
The teaching obligations at NHH relates to MBM402 Brand Equity and MBM424 Integrated Marketing Communication. Furthermore, Hem is also contributing to programs at the NHH Executive.
Selected publications
| Author(s) | Title | Publisher |
|---|---|---|
| Bravo, Rafael; Hem, Leif Egil; Pina, Jose M | Online Brand Expansion Towards the Offline Setting: Which Way to Go? | Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications; page 383 - 405; 2018 |
| Iversen, Nina Marianne; Hem, Leif Egil | Markedsføring og delingsøkonomi : muligheter og utfordringer | Magma - Tidsskrift for økonomi og ledelse Volume 19 (6); page 49 - 59; 2016 |
| Iversen, Nina Marianne; Hem, Leif Egil; Mehmetoglu, Mehmet | Lifestyle Segmentation of Tourists Seeking Nature- Based Experiences: The Role of Cultural Values and Travel Motives | Journal of Travel & Tourism Marketing Volume 33; page 38 - 66; 2016 |
| Mæhle, Natalia; Iversen, Nina Marianne; Hem, Leif Egil; Otnes, Cele | Exploring consumer preferences for hedonic and utilitarian food attributes | British Food Journal Volume 117 (12); page 3039 - 3063; 2015 |