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

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. , 1-21
[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

Wetzel, HA., Hammerschmidt, M., & Bauer, HH. (2010). Trading Off for the Effects of Prioritization Perception and Status Consciousness on Customer Profitability. Proceedings of the 39th EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 40th EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. AMA Summer Educators’ Conference Proceedings. : AMA Summer Educators’ Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Bauer, H. (2009). Can Customer Prioritization Do Harm? Exploring its Effectiveness and Efficiency. AMA Summer Educators’ Conference Proceeedings. : AMA Summer Educators’ Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Hattula, S., Hammerschmidt, M., Wetzel, HA., & Bauer, HH. (2011). Signaling Quality Across Different Stages of the Organizational Life Cycle. Academy of Marketing Science 40th Anniversary Conference Proceedings. : Academy of Marketing Science 40th Anniversary Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 41st EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2012). Are We All Brand Managers? Understanding the Facets and Drivers of Brand Democratization. Proceedings of the 41st EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Jabs, N. (2012). The Impact of Google Search and Print Media on Private Investors’ Trading Volume. Proceedings of the 41st EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 41st EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. AMA Winter Marketing Educator’s Conference Proceedings. : AMA Winter Marketing Educator’s Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2015). The Rules of Regulation: Shaping User Engagement through Marketer Generated Content. Proceedings of the Thought Leaders in Customer Engagement and Customer Relationship Management Conference. : Thought Leaders in Customer Engagement and Customer Relationship Management Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Wetzel, HA., Hammerschmidt, M., & Arnold, TJ. (2014). Purchase Boost or Demand Excess? Desired and Undesired Consequences of Key Supplier Status. Proceedings of the Thought Leadership on the Sales Profession Conference. : Thought Leadership on the Sales Profession Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Lenz, I., Wetzel, HA., & Hammerschmidt, M. (2013). Goodwill Hunting: How Companies Should React on Social Misconducts. AMA Winter Educators’ Conference Proceedings. : AMA Winter Educators’ Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2013). Self-Determination in Social Media Channels: Antecedents and Impact on Content Generation. AMA Winter Educators’ Conference Proceedings. : AMA Winter Educators’ Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 42nd EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 42nd EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Hattula, S., Wetzel, HA., Hammerschmidt, M., & Bauer, HH. (2012). The Dynamics Underlying Performance Signaling: Insights from the Professional Sports Market. 2012 AMA Summer Educators’ Conference Proceedings. : AMA Summer Educators’ Conference
[Conference Paper in Published Proceedings]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. Proceedings of the Thought Leadership on the Sales Profession Conference. : Thought Leadership on the Sales Profession Conference
[Conference Paper in Published Proceedings]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. AMA Winter Marketing Educator’s Conference Proceedings. : AMA Winter Marketing Educator’s Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 45th EMAC Conference. : EMAC Conference
[Conference Paper in Published Proceedings]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. AMA Summer Marketing Educator’s Conference Proceedings. : AMA Summer Marketing Educator’s Conference
[Conference Paper in Published Proceedings]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. Proceedings of the INFORMS Annual Meeting. : INFORMS Annual Meeting
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Klein, S., Hammerschmidt, M., & Wetzel, HA. (2017). Question-Behavior Effect: The Role of Relationship Dynamics. AMA Winter Educators' Conference Proceedings. : AMA Winter Educators' Conference
[Conference Paper in Published Proceedings]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. Proceedings of the 24th Recent Advances in Retailing and Consumer Science Conference. : Recent Advances in Retailing and Consumer Science Conference
[Conference Paper in Published Proceedings]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. 2012 AMA Summer Educators’ Conference Proceedings. : AMA Summer Educators’ Conference
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Weiger, W., Wetzel, HA., & Hammerschmidt, M. (2012). Integration vs. Regulation: What Really Drives User-Generated Content in Social Media Channels?. 2012 AMA Summer Educators’ Conference Proceedings. : AMA Summer Educators’ Conference
[Conference Paper in Published Proceedings]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. 2012 AMA Summer Educators’ Conference Proceedings. : AMA Educators’ Conference Proceedings
[Conference Paper in Published Proceedings]Authored by: Wetzel, H.
Weiger, W., Moe, WW., Wetzel, HA., & Hammerschmidt, M. (2017). Behavioral Engagement in Social Media: Measurement, Antecedents, and Purchase Consequences. Proceedings of the ISMS Marketing Science Conference. : ISMS Marketing Science Conference
[Conference Paper in Published Proceedings]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. Baker Retailing Center Conference Proceedings. Philadephia, USA: Baker Retailing Center Conference
[Conference Paper in Published Proceedings]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 Paper in Published Proceedings]Authored by: Wetzel, H.

Other

Bauer, HH., Donnevert, T., Wetzel, HA., Hammerschmidt, M., & Falk, T. (2009). Jeder Fehler zählt – Produktfehler als Chance für das Kundenzufriedenheitsmanagement. In Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
[Working Paper]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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