Dr Hauke Wetzel staff profile picture

Contact details +64 (09) 414 0800  ext. 43318

Dr Hauke Wetzel

Senior Lecturer in Marketing

School of Communication, Journalism and Marketing

Professional

Contact details

  • Ph: +64 (09) 414 0800 ext. 43318
    Location: QB 3.23c, Quadrangle B
    Campus: Albany

Research Expertise

Research Interests

My research considers the impact of marketing efforts on firm performance with a focus on branding, customer and stakeholder relationship management, and business-to-business marketing.

Thematics

Resource Development and Management

Area of Expertise

Field of research codes
Business and Management (150300): Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501):
Cross-Sectional Analysis (140301): Econometrics (140300): Economics (140000):
Industrial Relations (150306): Marketing (150500): Marketing Management (incl. Strategy and Customer Relations) (150503):
Panel Data Analysis (140304): Time-Series Analysis (140305)

Research Outputs

Journal

Hammerschmidt, M., Wetzel, HA., & Arnold, TJ. (2017). The Burden of Rank: The Impact of Preferred Supplier Status on Buyer Excessive Requests. Industrial Marketing Management. forthcoming
[Journal article]Authored by: Wetzel, H.
Wetzel, HA., Klein, S., & Hammerschmidt, M. (2015). Kundenstatus im Vertrieb: Dos and Don’ts. Marketing Review St Gallen. 2015(6)
[Journal article]Authored by: Wetzel, H.
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(1), 133-156
[Journal article]Authored by: Wetzel, H.
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(5), 677-697
[Journal article]Authored by: Wetzel, H.
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(2), 1-19
[Journal article]Authored by: Wetzel, H.

Book

Wetzel, H.(2012). Kundenpriorisierung im Business-to-Business Marketing Ene Analyse aus Anbieter- und Kundenperspektive. : Gabler Verlag
[Authored Book]Authored by: Wetzel, H.
Bauer, HH., Wetzel, HA., Lammert, F., Hammerschmidt, M., & Falk, T. (2011). Serviceeffizienz aus Kundensicht als Erfolgsfaktor von elektronischen Dienstleistungen. In M. Bruhn, D. Georgi, & K. Hadwich (Eds.) Dienstleistungsproduktivität Band 1: Management, Prozessgestaltung, Kundenperspektive. Forum Dienstleistungsmanagement. : Springer-Verlag
[Chapter]Authored by: Wetzel, H.
Bauer, HH., Donnervert, T., Wetzel, HA., & Merkel, J. (2009). Integration als Garant erfolgreicher Markenkommunikation: Eine empirische Untersuchung im B-to-B-Markt. In C. Baumgarth (Ed.) B-to-B-Markenführung Grundlagen - Konzepte - Best Practice. : Springer-Verlag
[Chapter]Authored by: Wetzel, H.

Conference

Klein, S., Hammerschmidt, M., & Wetzel, HA. (2017). Question-Behavior Effect: The Role of Relationship Dynamics. In AMA Winter Educators' Conference Proceedings, AMA Winter Educators' Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Hammerschmidt, M., & Wetzel, HA. (2017). Who is Pulling the Strings? The Role of Self-Determination in Shaping User Engagement through Marketer-Generated Content. In Proceedings of the 24th Recent Advances in Retailing and Consumer Science Conference, Recent Advances in Retailing and Consumer Science Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Moe, WW., Wetzel, HA., & Hammerschmidt, M. (2017). Behavioral Engagement in Social Media: Measurement, Antecedents, and Purchase Consequences. In Proceedings of the ISMS Marketing Science Conference, ISMS Marketing Science Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, Welf, ., Hammerschmidt, Maik, ., & Wetzel, HA. (2017). Who is Pulling the Strings? The Role of Autonomous and Controlled Motivation on the Path to Consumer Engagement in Social Media. In Baker Retailing Center Conference Proceedings, Baker Retailing Center Conference Philadephia, USA
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Hammerschmidt, M., & Wetzel, HA. (2016). Any Chatter Matters: The Effects of Marketer Appeals on User Engagement and Brand Equity. In AMA Winter Marketing Educator’s Conference Proceedings, AMA Winter Marketing Educator’s Conference
[Conference Abstract]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2016). Doing Good after Doing Bad: Firm Value Implications of Distinct Corporate Social Responsibility Engagements. In AMA Winter Marketing Educator’s Conference Proceedings, AMA Winter Marketing Educator’s Conference
[Conference Abstract]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2016). Firm Value Effects of Stakeholder Welfare Protection and Enhancement: The Role of Marketing Levers. In Proceedings of the 45th EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Hänel, C., Wetzel, HA., & Hammerschmidt, M. (2016). A Painful Break or a Never Ending Agony? The Effects of Service Contract Divestment Approaches on Customer Revenge. In AMA Summer Marketing Educator’s Conference Proceedings, AMA Summer Marketing Educator’s Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Moe, WW., Wetzel, HA., & Hammerschmidt, M. (2016). Behavioral Engagement in Social Media: Measurement, Drivers And Impact On Purchase Behavior. In Proceedings of the INFORMS Annual Meeting, INFORMS Annual Meeting
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M.(2015). The Rules of Regulation: Shaping User Engagement through Marketer Generated Content. In Proceedings of the Thought Leaders in Customer Engagement and Customer Relationship Management Conference. Paris, France
[Conference Other]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Arnold, TJ.(2014). Purchase Boost or Demand Excess? Desired and Undesired Consequences of Key Supplier Status. In Proceedings of the Thought Leadership on the Sales Profession Conference. New York, New York, USA
[Conference Other]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2013). Goodwill Hunting: How Companies Should React on Social Misconducts. In AMA Winter Educators’ Conference Proceedings, AMA Winter Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2013). Self-Determination in Social Media Channels: Antecedents and Impact on Content Generation. In AMA Winter Educators’ Conference Proceedings, AMA Winter Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2013). Strengthening Firm’s Societal Role: How Compensation Strategies Help to React on Social Misconducts. In Proceedings of the 42nd EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2013). The Role of Self-Determination in Social Media: Assessing its Drivers and its Impact on Content Generation. In Proceedings of the 42nd EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., Zablah, AR., & Bauer, HH. (2012). Gratitude versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization. In Proceedings of the 41st EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2012). Are We All Brand Managers? Understanding the Facets and Drivers of Brand Democratization. In Proceedings of the 41st EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Jabs, N. (2012). The Impact of Google Search and Print Media on Private Investors’ Trading Volume. In Proceedings of the 41st EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Hattula, S., Wetzel, HA., Hammerschmidt, M., Hattula, J., Ebertin, C., & Bauer, HH. (2012). A Dynamic Model of Fan Behavior when Team Expenditures and Brand Equity Signal Future Performance in a Professional Sports Market. In Proceedings of the 41st EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Hattula, S., Wetzel, HA., Hammerschmidt, M., & Bauer, HH. (2012). The Dynamics Underlying Performance Signaling: Insights from the Professional Sports Market. In 2012 AMA Summer Educators’ Conference Proceedings, AMA Summer Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Zablah, AR.(2012). Gratitude versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization. In Proceedings of the Thought Leadership on the Sales Profession Conference. Cambridge, Massachusetts, USA
[Conference Other]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2012). How Companies Should React on Social Misconducts: The Role of In- and Extra-Domain Compensation. In 2012 AMA Summer Educators’ Conference Proceedings, AMA Summer Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2012). Integration vs. Regulation: What Really Drives User-Generated Content in Social Media Channels?. In 2012 AMA Summer Educators’ Conference Proceedings, AMA Summer Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Zablah, AR. (2012). Gratitude versus Entitlement: An Antagonistic Process Model of the Profitability Impact of Customer Prioritization. In 2012 AMA Summer Educators’ Conference Proceedings, AMA Educators’ Conference Proceedings
[Conference Abstract]Authored by: Wetzel, H.
Hattula, S., Hammerschmidt, M., Wetzel, HA., & Bauer, HH. (2011). Lagging First or Gaggering First? Signaling Future Business Performance to Different Stakeholders. In Proceedings of the 40th EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Hattula, S., Hammerschmidt, M., Wetzel, HA., & Bauer, HH. (2011). Signaling Quality Across Different Stages of the Organizational Life Cycle. In Academy of Marketing Science 40th Anniversary Conference Proceedings, Academy of Marketing Science 40th Anniversary Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Bauer, HH. (2010). Trading Off for the Effects of Prioritization Perception and Status Consciousness on Customer Profitability. In Proceedings of the 39th EMAC Conference, EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Bauer, HH. (2010). Is Communicating Customer Prioritization a Double-Edged Sword? Exploring the Effects of Perceived Prioritization and Status Consciousness on Customer Loyalty and Profitability. In AMA Summer Educators’ Conference Proceedings, AMA Summer Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Bauer, H. (2009). Can Customer Prioritization Do Harm? Exploring its Effectiveness and Efficiency. In AMA Summer Educators’ Conference Proceeedings, AMA Summer Educators’ Conference
[Conference Abstract]Authored by: Wetzel, H.
Bauer, HH., Wetzel, HA., & Hammerschmidt, M. (2009). The Impact of Customer Prioritization on the Performance of B2B Relationships. , 38th EMAC Conference
[Conference Abstract]Authored by: Wetzel, H.

Consultancy and Languages

Languages

  • English
    Last used: Daily
    Spoken ability: Excellent
    Written ability: Excellent
  • German
    Last used: Daily
    Spoken ability: Excellent
    Written ability: Excellent

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