Michael Paul

Prof. Dr. Michael Paul is a Full Professor of Marketing at the University of Augsburg’s Faculty of Business and Economics, where he holds the Chair for Value Based Marketing since 2012. He previously served as Junior Professor at the University of Münster and Post-Doc/Acting Professor at Bauhaus-University Weimar. His research focuses on brand management, corporate activism, customer experience, and digital marketing, with over 80 peer-reviewed publications in top journals like Journal of Marketing and Journal of Service Research. He is Vice Dean of the Faculty and a member of the Working Group Social Resilience.

• Education:
• PhD in Marketing, Bauhaus-University Weimar (2008)
• MSc in Business Administration, Leibniz University Hanover (2002)
• Studies in Media Research, Dublin City University (2000)

Research Interests: Prof. Paul investigates how firms can create value through marketing strategies in dynamic environments. Key themes include corporate sociopolitical activism’s impact on brand reputation, optimizing customer experience across channels, and managing frontline employee behavior to enhance service quality. His work bridges academic rigor with practical applications, often leveraging mixed-method approaches.

Publications: His articles analyze topics like celebrity endorsement crises, customer experience measurement, and the role of emotional labor. Recent work explores corporate activism strategies and cross-country consumer behavior in climate-friendly actions.

• Awards: Multiple best paper awards at conferences like ISMS and Frontiers in Service.

Leadership: Leads the Value Based Marketing research group and advises on service innovation projects. Engages in academic leadership roles including editorial board memberships.