Associate Professor Hauke Wetzel
Associate Professor

Associate Professor Hauke Wetzel

Business School
School of Marketing

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.

(+61) 2 9065 3821
Quadrangle Building, Office 3041
  • Book Chapters | 2018
    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,
    Book Chapters | 2015
    Hattula S; Hammerschmidt M; Wetzel H; Bauer HH, 2015, 'Signaling Quality Across Different Stages of the Organizational Life Cycle', in Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer International Publishing, pp. 171,
    Book Chapters | 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,
    Book Chapters | 2011
    Bruhn M; Hadwich K, 2011, 'Dienstleistungsproduktivität – Einführung in die theoretischen und praktischen Problemstellungen (Band 1)', in Dienstleistungsproduktivität, Gabler, pp. 3 - 31,
    Book Chapters | 2010
    Bauer HH; Donnevert T; Wetzel H; Merkel J, 2010, 'Integration als Garant erfolgreicher Markenkommunikation', in B-to-B-Markenführung, Gabler, pp. 613 - 634,
  • Journal articles | 2022
    Eckert C; van Heerde HJ; Wetzel HA; Hattula S, 2022, 'Spotlight Personnel: How Hiring and Turnover Drive Service Performance Versus Demand', Journal of Marketing Research, 59, pp. 002224372110680 - 002224372110680,
    Journal articles | 2022
    Wetzel H; Haenel C; Hess AC, 2022, 'Handle with care! Service contract termination as a service delivery task', European Journal of Marketing, 56, pp. 3169 - 3196,
    Journal articles | 2020
    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, 96, pp. 221 - 222,
    Journal articles | 2019
    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, 22, pp. 301 - 322,
    Journal articles | 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, 53, pp. 1808 - 1832,
    Journal articles | 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, 71, pp. 19 - 26,
    Journal articles | 2018
    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, 3, pp. 364 - 439,
    Journal articles | 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, 46, pp. 591 - 611,
    Journal articles | 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, 45, pp. 677 - 697,
    Journal articles | 2017
    Weiger WH; Wetzel HA; Hammerschmidt M, 2017, 'Leveraging marketer-generated appeals in online brand communities: An individual user-level analysis', Journal of Service Management, 28, pp. 133 - 156,
    Journal articles | 2015
    Wetzel H; Klein S; Hammerschmidt M, 2015, 'Kundenstatus im Vertrieb: Dos and Don’ts', Marketing Review St. Gallen, 32, pp. 80 - 88,
    Journal articles | 2014
    Wetzel HA; Hammerschmidt M; Zablah AR, 2014, 'Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization', Journal of Marketing, 78, pp. 1 - 19,
  • Conference Abstracts | 2019
    Eckert C; Van Heerde H; Wetzel H; Hattula S, 2019, 'Local Projections for Marketing Insight: Flexible Impulse Response Functions with Interactions, Asymmetry and Nonlinearity', in Proceedings of the 2019 INFORMS Marketing Science Conference, Roma, Italy, presented at 2019 INFORMS Marketing Science Conference, Roma, Italy
    Conference Abstracts | 2018
    Eckert C; Van Heerde H; Hattula S; Wetzel H, 2018, 'Local Projections as an Alternative to VARs in Marketing: Flexible Impulse Response Functions with Interactions, Asymmetry and Nonlinearity', in Proceedings of the 15th Marketing Dynamics Conference, presented at 15th Marketing Dynamics Conference
    Conference Abstracts | 2018
    Haenel C; Wetzel H, 2018, 'Payback Time! Dealing With the Dark Side of Service Contract Termination', in Proceedings of the 48th EMAC Conference, Glasgow, presented at 48th EMAC Conference, Glasgow
    Preprints |
    Eckert C; van Heerde HJ; Wetzel HA; Hattula S, Spotlight Personnel: How Hiring and Turnover Drive Service Performance versus Demand, ,

Research Grants


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


“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


“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


AMA Sport SIG Best Paper Award 2019, Finalist


JAMS/Sheth Foundation Best Paper Award 2018, Finalist


Lecturer of the Year Award, Massey University, Nomination


Outstanding Reviewer Award, European Journal of Marketing, Winner


Dissertation Award, Marketing Foundation, Winner


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


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


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