معرفی
Professor Hauke Wetzel is a Professor of Marketing at the University of New South Wales (UNSW) Sydney, part of the Business School's School of Marketing. He holds a Ph.D. from the University of Mannheim, Germany. His research focuses on the performance consequences of marketing initiatives, particularly in customer, employee, and supplier relationships, emphasizing both positive and negative outcomes to promote sustainable practices. He employs diverse empirical methods and has published in top journals like the Journal of Marketing and Journal of Marketing Research.
Professor Wetzel has secured over AU$880,000 in research funding, including grants from the German Academic Exchange Service, German Research Foundation, and industry partnerships. His consulting projects span global companies and startups in Germany and New Zealand.
His research interests include customer relationship dynamics, corporate social responsibility strategies, social media engagement, service contract management, and sports branding. Notable studies explore how firms navigate CSR challenges, mitigate customer backlash during service termination, and leverage social media tactics for brand advocacy.
- Awards: Finalist in AMA Sport SIG Best Paper Award (2019), JAMS/Sheth Foundation Best Paper Award (2018), Sheth Doctoral Consortium Fellow (2011).
- Grants: Exceed AU$880,000 from competitive and industry sources.
- Labs/Teams: Leads collaborative projects on digital marketing strategies, service recovery mechanisms, and B2B relationship dynamics.
