Hauke Wetzel

Associate Professor of Marketing
Associate Professor

Hauke A. Wetzel (Ph.D., University of Mannheim, Germany) is Associate Professor of Marketing at UNSW, Sydney.

Hauke's research reveals performance consequences of initiatives designed to build, maintain, or terminate the relationships with customers, employees, suppliers, and other stakeholders in product and service markets. By adopting a balanced perspective that accounts both for bright and dark side consequences of marketing initiatives his research paves the way for more sustainable marketing practices. His broad expertise in empirical research methods allows him to approach topics from different angles.

His work has been published in some of the most impactful marketing journals such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of the Association for Consumer Research, Industrial Marketing Management, and the European Journal of Marketing amongst others. Hauke reviews for multiple internationally leading journals. He has received multiple awards and award nominations for his research and reviewing activities.  

Hauke led research and consulting projects in different industries. His experiences cover established national, international and global players as well as start-ups in Germany and in New Zealand. He has been instrumental in attracting more than AU$ 880,000 in funding from various sources including competitive research grants and funds from industry.

Journal articles
add
Wetzel HA, 2020, 'Market Research: The Process, Data, and Methods Using Stata, by ErikMooi, MarkoSarstedt and IrmaMooi‐Reci (Springer, Singapore, 2018), pp. 416.', Economic Record, vol. 96, pp. 221 - 222, http://dx.doi.org/10.1111/1475-4932.12550
2020
Haenel CM; Wetzel HA; Hammerschmidt M, 2019, 'The Perils of Service Contract Divestment: When and Why Customers Seek Revenge and How It Can Be Attenuated', Journal of Service Research, vol. 22, pp. 301 - 322, http://dx.doi.org/10.1177/1094670519835312
2019
Weiger WH; Wetzel HA; Hammerschmidt M, 2019, 'Who’s pulling the strings?: The motivational paths from marketer actions to user engagement in social media', European Journal of Marketing, vol. 53, pp. 1808 - 1832, http://dx.doi.org/10.1108/EJM-10-2017-0777
2019
Weiger WH; Hammerschmidt M; Wetzel HA, 2018, 'Don’t you dare push me: How persuasive social media tactics shape customer engagement', Journal of the Association for Consumer Research, vol. 3, pp. 364 - 439, http://dx.doi.org/10.1086/698713
2018
Hammerschmidt M; Wetzel HA; Arnold TJ, 2018, 'The burden of rank: The impact of preferred supplier status on excessive buyer requests', Industrial Marketing Management, vol. 71, pp. 19 - 26, http://dx.doi.org/10.1016/j.indmarman.2017.10.005
2018
Wetzel HA; Hattula S; Hammerschmidt M; van Heerde HJ, 2018, 'Building and leveraging sports brands: evidence from 50 years of German professional soccer', Journal of the Academy of Marketing Science, vol. 46, pp. 591 - 611, http://dx.doi.org/10.1007/s11747-018-0580-y
2018
Weiger WH; Wetzel HA; Hammerschmidt M, 2017, 'Leveraging marketer-generated appeals in online brand communities: An individual user-level analysis', Journal of Service Management, vol. 28, pp. 133 - 156, http://dx.doi.org/10.1108/JOSM-11-2015-0378
2017
Lenz I; Wetzel HA; Hammerschmidt M, 2017, 'Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI', Journal of the Academy of Marketing Science, vol. 45, pp. 677 - 697, http://dx.doi.org/10.1007/s11747-016-0510-9
2017
Wetzel H; Klein S; Hammerschmidt M, 2015, 'Kundenstatus im Vertrieb: Dos and Don’ts', Marketing Review St. Gallen, vol. 32, pp. 80 - 88, http://dx.doi.org/10.1007/s11621-015-0584-7
2015
Wetzel HA; Hammerschmidt M; Zablah AR, 2014, 'Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization', Journal of Marketing, vol. 78, pp. 1 - 19, http://dx.doi.org/10.1509/jm.12.0167
2014
Book Chapters
add
Bauer HH; Donnevert T; Wetzel H; Merkel J, 2018, 'Integration als Garant erfolgreicher Markenkommunikation – Eine empirische Untersuchung im B-to-B-Markt', in B-to-B-Markenführung, Springer Fachmedien Wiesbaden, pp. 739 - 758, http://dx.doi.org/10.1007/978-3-658-05097-9_38
2018
Hattula S; Hammerschmidt M; Wetzel H; Bauer HH, 2015, 'Signaling Quality Across Different Stages of the Organizational Life Cycle', in The Sustainable Global Marketplace, Springer International Publishing, pp. 171 - 171, http://dx.doi.org/10.1007/978-3-319-10873-5_90
2015
Bruhn M; Hadwich K, 2011, 'Dienstleistungsproduktivität – Einführung in die theoretischen und praktischen Problemstellungen (Band 1)', in Dienstleistungsproduktivität, Gabler, pp. 3 - 31, http://dx.doi.org/10.1007/978-3-8349-6664-3_1
2011
Bauer HH; Wetzel H; Lammert F; Hammerschmidt M; Falk T, 2011, 'Serviceeffizienz aus Kundensicht als Erfolgsfaktor von elektronischen Dienstleistungen', in Dienstleistungsproduktivität, Gabler, pp. 433 - 455, http://dx.doi.org/10.1007/978-3-8349-6664-3_19
2011
Bauer HH; Donnevert T; Wetzel H; Merkel J, 2010, 'Integration als Garant erfolgreicher Markenkommunikation', in B-to-B-Markenführung, Gabler, pp. 613 - 634, http://dx.doi.org/10.1007/978-3-8349-8742-6_27
2010

2019

AMA Sport SIG Best Paper Award 2019, Finalist

2019

JAMS/Sheth Foundation Best Paper Award 2018, Finalist

2018

Lecturer of the Year Award, Massey University, Nomination

2017

Outstanding Reviewer Award, European Journal of Marketing, Winner

2012

Dissertation Award, Marketing Foundation, Winner

 

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

2011

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

2010

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

Research Grants

2015

User Engagement in Social Media”, German Academic Exchange Service, € 1,550

2014

“How Firms Should React to Social Misconduct: Compensation Strategies and Performance Implications”, German Research Foundation, € 97,552

2012 – 2014

Various research grants (< 1,000 €), Universitätsbund Göttingen, 1,300

2012

“The Dynamics Underlying Performance Signaling: Insights from the Professional Sports Market, German Academic Exchange Service, € 1,563

2009 – 2011

Customer Prioritization, Julius-Paul-Stiegler-Memory-Foundation, € 3,200

Funding from Practice

2008 – 2017

Research collaborations with various companies, € 441,800