PROFESSOR HAUKE WETZEL






Short CV






  • Since 2024

    Professor of Marketing, UNSW, Sydney, Australia



  • 2019 - 2023

    Associate Professor of Marketing, UNSW, Sydney, Australia



  • 2018

    Visiting Researcher, Goethe University, Frankfurt/Main



  • 2018

    Habilitation in Business Administration, Georg-August-University Göttingen



  • 2017 - 2019

    Associate Professor of Marketing, Massey University, Auckland, New Zealand



  • 2016

    Visiting Researcher, University of Maryland, College Park, USA



  • 2015

    Visiting Researcher, Massey University, Auckland, New Zealand



  • 2012 - 2017

    Assistant Professor of Marketing, Georg-August-University Göttingen



  • 2011

    Doctorate in Marketing (Dr. rer. pol.), University of Mannheim



  • 2010

    Visiting Researcher, Oklahoma State University, Stillwater, USA



  • 2008 - 2011

    Research Associate, Chair of Business Administration and Marketing, University of Mannheim



  • 2001 - 2008

    Studies of Business Administration, University of Mannheim



  • 2005

    Study abroad, Auckland University of Technology, Auckland, New Zealand










AWARDS




  • Best Reviewer Award, Journal of the Academy of Marketing Science, 2023

  • UNSW Exemplary Teaching Award, Finalist, 2022

  • UNSW SoM Research Excellence Award, 2022

  • Associate Fellow Advance HE (AFHEA), 2020

  • AMA Sport SIG Best Paper Award 2019, Finalist, 2019

  • JAMS/Sheth Foundation Best Paper Award, Finalist, 2018

  • Lecturer of the Year Award, Massey University, Nomination, 2018

  • Outstanding Reviewer Award, European Journal of Marketing, 2017

  • German Market Research Award, Professional Association of German Market and Social Researchers, Finalist, 2012

  • Sheth Doctoral Consortium Fellow, American Marketing Association, Stillwater, OK, USA, 2011

  • American Marketing Association Best Paper Award “Inter-Organizational Issues in Marketing”, Summer Marketing Educators’ Conference, Boston,
    MA, USA, 2010









REFEREED JOURNAL ARTICLES





REFEREED CONFERENCE PROCEEDINGS




  • Should Marketers Pull the Strings? How to Shape the Impact of Persuasion on Consumer Engagement in Social Media, Baker Retailing Center Conference Proceedings, Philadelphia, USA, The Wharton School, 2017 (with M. Hammerschmidt, W. Weiger)

  • Behavioral Engagement in Social Media: Measurement, Antecedents and Purchase Consequences, Proceedings of the ISMS Marketing Science Conference, Los Angeles, USA, 2017 (with M. Hammerschmidt, W.H. Weiger, W.W. Moe)

  • Who is Pulling the Strings? The Role of Self-Determination in Shaping User Engagement through Marketer-Generated Content, Proceedings of the 24th Recent Advances in Retailing and Consumer Science Conference, European Institute of Retailing and Services Studies (EIRASS), Burnaby/Vancouver, BC, CA, 2017 (with W. Weiger, M. Hammerschmidt)

  • Question-Behavior Effect: The Role of Relationship Dynamics, AMA Winter Educators' Conference Proceedings, Orlando, FL, USA, 2017 (with M. Hammerschmidt, S. Klein)

  • Behavioral Engagement in Social Media: Measurement, Drivers and Impact on Purchase Behavior, Proceedings of the Informs Annual Meeting, Nashville, USA, 2016 (with M. Hammerschmidt, W. Weiger, W. M. Moe)

  • A Painful Break or a Never Ending Agony? The Effects of Service Contract Divestment Approaches on Customer Revenge, AMA Summer Marketing Academic Conference Proceedings, Atlanta, USA, 2016 (with M. Hammerschmidt, Ch. Hänel)

  • Firm Value Effects of Stakeholder Welfare Protection and Enhancement: The Role of Marketing Levers, Proceedings of the 42nd EMAC Conference, Oslo, Norway, 2016 (with M. Hammerschmidt, I. Lenz)

  • Doing Good After Doing Bad: Firm Value Implications of Distinct Corporate Social Responsibility Engagements, AMA Winter Educators conference Proceedings, Las Vegas, NV, USA, 2016 (with M. Hammerschmidt, I. Lenz)

  • The Role of Self-determination in Social Media: Assessing its Drivers and its Impact on Content Generation, Proceedings of the 42nd EMAC Conference, Istanbul, Turkey, 2013 (with M. Hammerschmidt, W. Weiger)

  • Self-Determination in Social Media Channels: Antecedents & Impact on Content Generation, AMA Winter Educators Conference Proceedings, Las Vegas, NV, USA, 2013 (with M. Hammerschmidt, W. Weiger)

  • Strengthening Firm’s Societal Role – How Compensation Strategies Help to React on Social Misconduct, Proceedings of the 42nd EMAC Conference, Istanbul, Turkey, 2013 (with M. Hammerschmidt, I. Lenz)

  • 'Goodwill Hunting' - How Companies Should React on Social Misconduct, AMA Winter Educators Conference Proceedings, Las Vegas, NV, USA, 2013 (with M. Hammerschmidt, I. Lenz)

  • An Antagonistic Process Model of the Profitability Impact of Customer Prioritization, AMA Summer Marketing Educators' Conference Proceedings, 2012, Chicago, IL (with M. Hammerschmidt, A. Zablah)

  • The Dynamics Underlying Performance Signaling: Insights from the Professional Sports Market, AMA Summer Educators' Conference Proceedings, 2012, Chicago, IL (with M. Hammerschmidt, S. Hattula)

  • A Dual Process Model for Enhancing Customer Prioritization Profitability, Proceedings of the 41st EMAC Conference, 2012, Lisbon, Portugal (with M. Hammerschmidt, A. Zablah)

  • A Dynamic Model of Fan Behavior When Team Expenditures and Brand Equity Signal Future Performance in Professional Sports Market, Proceedings of the 41st EMAC Conference, 2012, Lisbon, Portugal (with M. Hammerschmidt, S. Hattula)

  • Gratitude versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization, Thought Leadership on the Sales Profession Conference, 2012, Harvard Business School, Cambridge, MA (with A. R. Zablah, M. Hammerschmidt)

  • How Companies Should React on Social Misconduct – The Role of In- and Extra-Domain Compensation, AMA Summer Educators Conference Proceedings, Chicago, IL, USA, 2012 (with M. Hammerschmidt, I. Lenz)

  • Integration vs. Regulation: What Really Drives User-generated Content in Social Media Channels?, AMA Summer Educators Conference Proceedings, Chicago, IL, USA, 2012 (with M. Hammerschmidt, W. Weiger)

  • Are We All Brand Managers? Understanding The Facets And Drivers Of Brand Democratization, Proceedings of the 41st EMAC Conference, Lisbon, Portugal, 2012 (with M. Hammerschmidt, W. Weiger)

  • The Impact Of Google Search And Print Media On Private Investors’ Trading Volume, Proceedings of the 41st EMAC Conference, Lisbon, Portugal, 2012 (with N. Jabs, I. Lenz)

  • Signaling Quality Across Different Stages of the Organizational Life Cycle, Academy of Marketing Science Annual Conference Proceedings, Coral Gables, Florida, USA, 2011 (with H. Bauer, S. Hattula, M. Hammerschmidt)

  • Lagging First or Gaggering First? Signaling Future Business Performance to Different Stakeholders, Proceedings of the 40th EMAC Conference, Ljubljana, Slovenia, 2011 (with H. Bauer, S. Hattula, M. Hammerschmidt)

  • Trading off for the Effects of Prioritization Perception and Status Consciousness on Customer Profitability, Proceedings of the 39th EMAC Conference, Copenhagen, Denmark, 2010 (with H. Bauer, M. Hammerschmidt)

  • Is Communicating Customer Prioritization a Double-Edged Sword? Exploring the Effects of Perceived Prioritization and Status Consciousness on Customer Loyalty and Profitability, AMA Summer Educators Conference Proceedings, Boston, MA, USA, 2010 (with H. Bauer, M. Hammerschmidt) - awarded with the BEST TRACK PAPER AWARD in the track "Interorganizational Issues in Marketing".

  • Can Customer Prioritization Do Harm? Exploring its Effectiveness and Efficiency, AMA Summer Educators Conference Proceedings, Chicago, IL, USA, 2009 (with H. Bauer, M. Hammerschmidt)

  • The Impact of Customer Prioritization on the Performance of B2B Relationships, Proceedings of the 38th EMAC Conference, Nantes, France, 2009 (with H. Bauer, M. Hammerschmidt)



BOOKS




  • Customer Prioritization in Business-to-Business Marketing: An Analysis from Supplier and Customer Perspectives, Dissertation, Gabler, Wiesbaden, 2012.



BOOK CHAPTERS




  • Service Efficiency from the Customer's Perspective as a Success Factor for Electronic Services, in: Bruhn, M. / Georgi, D. / Hadwich, K. (Eds.): Forum Dienstleistungsmanagement 2011: Dienstleistungsproduktitvität, 2011 (with H. Bauer, F. Lammert, M. Hammerschmidt, T. Falk).

  • Integration as a Guarantee of Successful Brand Communication: An Empirical Study in the B-to-B Market, in: Baumgarth, C. (Ed.): B-to-B Brand Management: Fundamentals, Concepts and Best Practices, 2009 (with H. Bauer, T. Donnevert, J. Merkel).



WORKING PAPERS




  • Every Mistake Counts - Product Errors as an Opportunity for Customer Satisfaction Management, Scientific Working Paper W 124, Institute for Market-Oriented Corporate Management, University of Mannheim, 2009 (with H. Bauer, T. Donnevert, M. Hammerschmidt, T. Falk).












Portrait photo of Hauke Wetzel. He is wearing a white shirt, a black blazer, a gray and white striped tie, and glasses.


Contact



Dr. Hauke Wetzel

Professor of Marketing

University of New South Wales (UNSW)

School of Marketing

Sydney, Australia

UNSW Business School

E-Mail: h.wetzel@unsw.edu.au