By Professor Hauke Wetzel

Journal articles

Weiger WH; Moe WW; Wetzel HA; Hammerschmidt M, 2025, 'Do social media fans walk their talk? The impact of advocacy and criticism on own purchasing', International Journal of Research in Marketing, http://dx.doi.org/10.1016/j.ijresmar.2025.04.003

Wetzel HA; Hammerschmidt M; Lenz I, 2024, 'Formulating and Prioritizing CSR Strategies: A Marketing Strategy-Informed Approach', Australasian Marketing Journal, http://dx.doi.org/10.1177/14413582241295819

Wetzel H; Haenel C; Hess AC, 2022, 'Handle with care! Service contract termination as a service delivery task', European Journal of Marketing, 56, pp. 3169 - 3196, http://dx.doi.org/10.1108/EJM-03-2021-0203

Eckert C; van Heerde HJ; Wetzel HA; Hattula S, 2022, 'Spotlight Personnel: How Hiring and Turnover Drive Service Performance Versus Demand', Journal of Marketing Research, 59, pp. 797 - 820, http://dx.doi.org/10.1177/00222437211068049

Wetzel HA, 2020, 'Market Research: The Process, Data, and Methods Using Stata, by ErikMooi, MarkoSarstedt and IrmaMooi‐Reci (Springer, Singapore, 2018), pp. 416.', Economic Record, 96, pp. 221 - 222, http://dx.doi.org/10.1111/1475-4932.12550

Weiger WH; Wetzel HA; Hammerschmidt M, 2019, 'Who’s pulling the strings?: The motivational paths from marketer actions to user engagement in social media', European Journal of Marketing, 53, pp. 1808 - 1832, http://dx.doi.org/10.1108/EJM-10-2017-0777

Haenel CM; Wetzel HA; Hammerschmidt M, 2019, 'The Perils of Service Contract Divestment: When and Why Customers Seek Revenge and How It Can Be Attenuated', Journal of Service Research, 22, pp. 301 - 322, http://dx.doi.org/10.1177/1094670519835312

Wetzel HA; Hattula S; Hammerschmidt M; van Heerde HJ, 2018, 'Building and leveraging sports brands: evidence from 50 years of German professional soccer', Journal of the Academy of Marketing Science, 46, pp. 591 - 611, http://dx.doi.org/10.1007/s11747-018-0580-y

Weiger WH; Hammerschmidt M; Wetzel HA, 2018, 'Don’t you dare push me: How persuasive social media tactics shape customer engagement', Journal of the Association for Consumer Research, 3, pp. 364 - 439, http://dx.doi.org/10.1086/698713

Hammerschmidt M; Wetzel HA; Arnold TJ, 2018, 'The burden of rank: The impact of preferred supplier status on excessive buyer requests', Industrial Marketing Management, 71, pp. 19 - 26, http://dx.doi.org/10.1016/j.indmarman.2017.10.005

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, pp. 677 - 697, http://dx.doi.org/10.1007/s11747-016-0510-9

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, pp. 133 - 156, http://dx.doi.org/10.1108/JOSM-11-2015-0378

Wetzel H; Klein S; Hammerschmidt M, 2015, 'Kundenstatus im Vertrieb: Dos and Don’ts', Marketing Review St. Gallen, 32, pp. 80 - 88, http://dx.doi.org/10.1007/s11621-015-0584-7

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, pp. 1 - 19, http://dx.doi.org/10.1509/jm.12.0167

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