Aaron Leander Haußmann

Prof. Dr. Aaron Leander Haußmann serves as Professor of Business Administration, specializing in Marketing and Sales, at the Baden-Württemberg Cooperative State University (DHBW) Villingen-Schwenningen since July 2021. He concurrently holds the position of Site Representative for the business field at the Center for Advanced Studies (DHBW CAS) since February 2022, demonstrating dual leadership in academic and institutional development.

Haußmann earned his Diploma in International Business Administration from Furtwangen University (2008) with a specialization in Marketing and a study period at Tongji University, Shanghai. He completed his doctoral studies externally through the University of Latvia, Riga, and the University of Salzburg Business School (2012-2016), producing the award-winning dissertation The Impact of Brand Images on the Purchasing Behavior of Business-to-Business Market Participants.

His research program centers on Business-to-Business marketing dynamics, with emphasis on emotional and rational dimensions of brand perception in organizational contexts. Key investigations include how brand images influence purchasing decisions, the interplay between brand emotions and buying relevance, and strategic management of multi-brand architectures in complex B2B environments. His work bridges theoretical frameworks with practical applications in sales management and marketing automation.

Analysis of his 2014-2017 publications reveals consistent focus on B2B brand psychology, demonstrating evolution from foundational studies on brand emotion measurement toward sophisticated examinations of brand portfolio strategy in digital environments. His research trajectory shows increasing complexity in addressing organizational buying behavior through integrated emotional-rational models.

Haußmann has received significant recognition including the Award of Research Excellence for his doctoral work and a Best Paper Award for his pioneering research on brand emotions in B2B contexts.

Prior to academia, he held progressive executive roles at MTU Friedrichshafen GmbH and Rolls-Royce, accumulating 13 years of industry experience in sales leadership, business development, and strategic management that directly informs his applied research approach. His teaching portfolio spans Marketing, Customer Behavior, Sales Controlling, International Marketing Strategy, and Marketing Case Studies.