Christof Backhaus

christof backhaus

Dr Christof Backhaus

Professor of Marketing

Biography

Christof is Professor of Marketing and Head of Research at The Business School at ENU. Following completion of his PhD at the University of Muenster, he worked as an Assistant Professor at the Universities of Dortmund, Bochum and Braunschweig in Germany, and as a Professor of Marketing at Newcastle University Business School (2013-2016) and at Aston Business School (2016-2020).

Christof's research interest lies primarily in the field of Retail and Services Marketing and Management. His work in these domains has been published in international marketing journals such as the Journal of Business Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Small Business Management, Industrial Marketing Management, and Psychology & Marketing.

In order to ensure that his research activities are of practical relevance, he regularly collaborates with companies and industry associations such as Allianz SE, IACCM, Vodafone D2 GmbH, and Volkswagen AG to help resolve issues in the areas of service innovation, customer and partner relationship management, marketing control & monitoring, and sponsorship management.

Research Areas

Date


32 results

Securing business-to-business relationships: The impact of switching costs

Journal Article
Blut, M., Evanschitzky, H., Backhaus, C., Rudd, J., & Marck, M. (2016)
Securing business-to-business relationships: The impact of switching costs. Industrial Marketing Management, 52(1), 82-90. https://doi.org/10.1016/j.indmarman.2015.05.010
While the relationship marketing literature acknowledges the importance of switching costs for increasing customer retention, little is known about its relevance in industrial...

Why frontline employees engage as idea collectors: An assessment of underlying motives and critical success factors

Journal Article
Woisetschläger, D. M., Hanning, D., & Backhaus, C. (2016)
Why frontline employees engage as idea collectors: An assessment of underlying motives and critical success factors. Industrial Marketing Management, 52(1), 109-116. https://doi.org/10.1016/j.indmarman.2015.05.015
The importance of frontline employees for the success of organizations is recognized by researchers and practitioners alike. However, their importance for the innovativeness o...

Multi-Level Modeling

Other
Evanschitzky, A., & Backhaus, C. (2015)
Multi-Level Modeling
Whenever research is concerned with the analysis of relationships between lowerlevel units (e.g., individuals) and the higherlevel unit they belong to (e.g., group), a hierarc...

The Franchise Dilemma: Entrepreneurial Characteristics, Relational Contracting, and Opportunism in Hybrid Governance

Journal Article
Evanschitzky, H., Caemmerer, B., & Backhaus, C. (2016)
The Franchise Dilemma: Entrepreneurial Characteristics, Relational Contracting, and Opportunism in Hybrid Governance. Journal of Small Business Management, 54(1), 279-298. https://doi.org/10.1111/jsbm.12145
Using franchise data, we identify that entrepreneurial characteristics of franchisees partially impact on their opportunistic tendencies. Further, relational contracting incre...

Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans

Journal Article
Woisetschläger, D. M., Haselhoff, V. J., & Backhaus, C. (2014)
Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans. European Journal of Marketing, 48(7/8), 1487-1510. https://doi.org/10.1108/ejm-03-2012-0140
Purpose The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsors...

Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects

Journal Article
Albrecht, C., Backhaus, C., Gurzki, H., & Woisetschläger, D. M. (2013)
Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects. Marketing ZFP, 35(2), 91-103. https://doi.org/10.15358/0344-1369_2013_2_91
Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a wide range of products including accessories, perfumes, ...

Drivers of Brand Extension Success: What Really Matters for Luxury Brands

Journal Article
Albrecht, C., Backhaus, C., Gurzki, H., & Woisetschläger, D. M. (2013)
Drivers of Brand Extension Success: What Really Matters for Luxury Brands. Psychology and Marketing, 30(8), 647-659. https://doi.org/10.1002/mar.20635
The use of brand extensions has become fundamental to the business model of most luxury brands. Many traditional luxury brands such as Louis Vuitton or Chanel have expanded in...

Einstellungstransfer durch Sponsoring: Welche Stellhebel zum Erfolg führen

Journal Article
Woisetschläger, D. M., Dreisbach, J., Schnöring, M., & Backhaus, C. (2013)
Einstellungstransfer durch Sponsoring: Welche Stellhebel zum Erfolg führen. Marketing Review St. Gallen, 30, 46-57. https://doi.org/10.1365/s11621-013-0188-z
Abstract not available.

Consequences of customer loyalty to the loyalty program and to the company

Journal Article
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D. M., Richelsen, V., Blut, M., & Backhaus, C. (2012)
Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40, 625-638. https://doi.org/10.1007/s11747-011-0272-3
Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers diff...

Warum Aktionäre die besseren Kunden sind

Journal Article
Woisetschläger, D. M., Backhaus, C., & Michaelis, M. (2011)
Warum Aktionäre die besseren Kunden sind. Marketing Review St. Gallen, 28, 33-38. https://doi.org/10.1007/s11621-011-0034-0