Technische Universität Braunschweig
  • Study & Teaching
    • Beginning your Studies
      • Prospective Students
      • Degree Programmes
      • Application
      • Fit4TU
      • Why Braunschweig?
    • During your Studies
      • Fresher's Hub
      • Term Dates
      • Courses
      • Practical Information
      • Beratungsnavi
      • Additional Qualifications
      • Financing and Costs
      • Special Circumstances
      • Health and Well-being
      • Campus life
    • At the End of your Studies
      • Discontinuation and Credentials Certification
      • After graduation
      • Alumni
    • For Teaching Staff
      • Strategy, Offers and Information
      • Learning Management System Stud.IP
    • Contact
      • Study Service Centre
      • Academic Advice Service
      • Student Office
      • Career Service
  • Research
    • Research Profile
      • Core Research Areas
      • Clusters of Excellence at TU Braunschweig
      • Research Projects
      • Research Centres
      • Professors‘ Research Profiles
    • Early Career Researchers
      • Support in the early stages of an academic career
      • PhD-Students
      • Postdocs
      • Junior research group leaders
      • Junior Professorship and Tenure-Track
      • Habilitation
      • Service Offers for Scientists
    • Research Data & Transparency
      • Transparency in Research
      • Research Data
      • Open Access Strategy
      • Digital Research Announcement
    • Research Funding
      • Research Funding Network
      • Research funding
    • Contact
      • Research Services
      • Academy for Graduates
  • International
    • International Students
      • Why Braunschweig?
      • Degree seeking students
      • Exchange Studies
      • TU Braunschweig Summer School
      • Refugees
      • International Student Support
      • International Career Service
    • Going Abroad
      • Studying abroad
      • Internships abroad
      • Teaching and research abroad
      • Working abroad
    • International Researchers
      • Welcome Support for International Researchers
      • Service for Host Institutes
    • Language and intercultural competence training
      • Learning German
      • Learning Foreign Languages
      • Intercultural Communication
    • International Profile
      • Internationalisation
      • International Cooperations
      • Strategic partnerships
      • International networks
    • International House
      • About us
      • Contact & Office Hours
      • News and Events
      • International Days
      • 5th Student Conference: Internationalisation of Higher Education
      • Newsletter, Podcast & Videos
      • Job Advertisements
  • TU Braunschweig
    • Our Profile
      • Aims & Values
      • Regulations and Guidelines
      • Alliances & Partners
      • The University Development Initiative 2030
      • Facts & Figures
      • Our History
    • Career
      • Working at TU Braunschweig
      • Vacancies
    • Economy & Business
      • Entrepreneurship
      • Friends & Supporters
    • General Public
      • Check-in for Students
      • CampusXperience
      • The Student House
      • Access to the University Library
    • Media Services
      • Communications and Press Service
      • Services for media
      • Film and photo permits
      • Advices for scientists
      • Topics and stories
    • Contact
      • General Contact
      • Getting here
  • Organisation
    • Presidency & Administration
      • Executive Board
      • Designated Offices
      • Administration
      • Committees
    • Faculties
      • Carl-Friedrich-Gauß-Fakultät
      • Faculty of Life Sciences
      • Faculty of Architecture, Civil Engineering and Environmental Sciences
      • Faculty of Mechanical Engineering
      • Faculty of Electrical Engineering, Information Technology, Physics
      • Faculty of Humanities and Education
    • Institutes
      • Institutes from A to Z
    • Facilities
      • University Library
      • Gauß-IT-Zentrum
      • Professional and Personnel Development
      • International House
      • The Project House of the TU Braunschweig
      • Transfer Service
      • University Sports Center
      • Facilities from A to Z
    • Equal Opportunity Office
      • Equal Opportunity Office
      • Family
      • Diversity for Students
  • Search
  • Quicklinks
    • People Search
    • Webmail
    • cloud.TU Braunschweig
    • Messenger
    • Cafeteria
    • Courses
    • Stud.IP
    • Library Catalogue
    • IT Services
    • Information Portal (employees)
    • Link Collection
    • DE
    • EN
    • Instagram
    • YouTube
    • LinkedIn
    • Mastodon
    • Bluesky
Menu
  • Organisation
  • Faculties
  • Carl-Friedrich-Gauß-Fakultät
  • Institutes
  • Institute of Marketing
  • Team
Logo Institut für Marketing der TU Braunschweig
Prof. Dr. Christof Backhaus
  • Team
    • Prof. Dr. Christof Backhaus
    • Prof. Dr. Dr. h.c. W. Fritz (former head of institut)
    • Aylin Arigül (Secretary's Office)
    • Bettina Herz
    • Phil Petri
    • Dr. Tabea Sippel
    • External lecturer
    • Student Assistants
    • Former members
    • Former student assistants
    • ↩ Back to Home

Prof. Dr. Christof Backhaus

Prof. Backhaus
Prof. Dr. Christof Backhaus
Room 207, 2nd floor
christof.backhaus(at)tu-bs.de

Consultation hours: by appointment.

Main research areas:

  • Relationship Marketing
  • Innovation management
  • Sustainability marketing
  • Brand management, sponsoring, franchising
Biographical data
since 2023 Head of Institute
2020-2023 Edinburgh Napier University – The Business School [AACSB] - Professor für Marketing - Department Head Marketing - Head of Research
2016-2020 Aston Business School [AMBA, AACSB and EQUIS] - Professor für Marketing
2013-2016 Newcastle University Business School [AMBA, AACSB and EQUIS] - Professor für Marketing und Director of Impact
2011-2013 Technische Universität Braunschweig - Akademischer Rat am Lehrstuhl für Dienstleistungsmanagement am Institut für Automobilwirtschaft und Industrielle Produktion, Prof. Dr. David Woisetschläger
2008-2011 Technische Universität Dortmund - Post‐Doktorand an der Juniorprofessur für Dienstleistungsmanagement, Prof. Dr. David Woisetschläger
2005-2008 Westfälische Wilhelms‐Universität Münster (WWU) [AACSB] - Promotionsstudium am Lehrstuhl für Distribution und Handel, Marketing Center Münster, Prof. Dr. Dieter Ahlert Dissertationstitel: „Beziehungsqualität in Dienstleistungsnetzwerken“
1999-2005 Westfälische Wilhelms‐Universität Münster (WWU) [AACSB] - Studium der Betriebswirtschaftslehre, Schwerpunkte: Produktion und Logistik, Internationales Management und Marketing
1997-1999 Westdeutsche Landesbank AG, Düsseldorf - Ausbildung zum Bankkaufmann
Publications

Articles in refereed scientific journals

  • Backhaus, C./Heußler, T./Croce, V. (2023). Planning Horizon in International Travel Decision-Making: The Role of Individual and Cultural Determinants. Journal of Travel Research, 62(2), S. 432-447.
  • Dreisbach, J./Woisetschläger, D. M. /Backhaus, C./Cornwell, T. B. (2021). The Role of Fan Benefits in Shaping Responses to Sponsorship Activation. Journal of Business Research, 124(1), S. 780-789.
  • Seegebarth, B./Backhaus, C./Woisetschläger, D. (2019): The Role of Emotions in Shaping Purchase Intentions for Innovations Using Emerging Technologies: A Scenario-Based Investigation in the Context of Nano­technology. Psychology & Marketing, 36(9), S. 844-862.
  • Dizdarevic, A./Evanschitzky, H./Backhaus, C. (2018): Elevating Shopping Experiences through Digital Technologies: The Case of Retail Agglomerations, in: Marketing Review St. Gallen, 2018-6, S. 34-41.
  • Woisetschläger, D./Backhaus, C./Cornwell, B. (2017): Inferring Corporate Motives: How Deal Charac­­teris­tics Shape Sponsorship Perceptions, Journal of Marketing, 81(5), S. 121-141.
  • Hubert, M./Blut, M./Brock, C./Backhaus, C./Eberhardt, T. (2017): Acceptance of Smartphone‐Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context, Psychology & Marketing, 34(2), S. 175-194.
  • Böhm, E./Backhaus, C./Eggert, A./Cummins, T. (2016): Understanding outcome-based contracts: benefits and risks from the buyers’ and sellers’ perspective, Journal of Strategic Contracting and Negotiation (JSCAN), 2(1-2), S. 128-149.
  • Ommen, N./Blut, M./Backhaus, C./Woisetschläger, D. M. (2016): Toward a better understanding of stakeholder participation in the service innovation process: More than one path to success, Journal of Business Research, 69(7), S. 2409-2416.
  • Blut M./Evanschitzky, H./Backhaus, C./Rudd, J./Marck M. (2016): Securing Business-to-Business Relation-ships: The Impact of Switching Costs. Industrial Marketing Management, 52(1), S. 82-90.
  • Woisetschläger, D./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), S. 109-116.
  • Evanschitzky, H./Caemmerer, B./Backhaus, C. (2016): The Franchise Dilemma: Entrepreneurial Orientation, Relational Contracting, and Opportunism in Hybrid Governance, Journal of Small Business Management, 54(1), S. 279-298.
  • Woisetschläger, David M./Haselhoff, V. M./Backhaus, C. (2014): Fans’ resistance to naming right sponsor­ships: Why stadium names remain the same for fans, European Journal of Marketing, 48 (7/8), S. 1487 - 1510.
  • Albrecht, C.-M./Backhaus, C./Gurzki, H./Woisetschläger, D. (2013): Drivers of Brand Extension Success: What Really Matters for Luxury Brands, Psychology & Marketing, 30(8), S. 647-659.
  • Albrecht, C.-M./Backhaus, C./Gurzki, H./Woisetschläger, D. (2013): Value creation for luxury brands through brand extensions: An investigation of forward and reciprocal effects. Marketing ZFP – Journal of Research and Management, 35, S. 91–103.
  • Woisetschläger, D./Dreisbach, J./Schnöring, M./Backhaus, C. (2013): Einstellungstransfer durch Sponsoring: – Wie Unternehmen von der Stärke von Vereinsmarken profitieren können, in: Marketing Review St. Gallen, 28(1), S. 46-57.
  • Evanschitzky, H./Ramaseshan, B./Woisetschläger, D./Richelsen, V./Blut, M./ Backhaus, C. (2012): Consequences of Customer Loyalty to the Loyalty Program and to the Company, in: Journal of the Academy of Marketing Science, 40, S. 625-638.
  • Blut, M./Backhaus, C./Heussler, T./Woisetschläger, D./Evanschitzky, H./Ahlert, D. (2011): What to Expect after the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships, in: Journal of Retailing, 87(3), S. 306-319.
  • Woisetschläger, D./Backhaus, C./Michaelis, M. (2011): Warum Aktionäre die besseren Kunden sind, in: Marketing Review St. Gallen, 3/2011, S. 33-38.
  • Woisetschläger, D./Evanschitzky, H./Backhaus, C. (2011): Zur Wirkung von Neukunden-Promotions auf Bestandskunden: Eine empirische Analyse in der Mobilfunkbranche, in: Zeitschrift für Betriebswirtschaft, 81(2), S. 183-204.
  • Woisetschläger, D./Backhaus, C. (2010): CSR-Engagements – was davon beim Kunden ankommt, in: Marketing Review St. Gallen, 5/2010, S. 42-47.
  • Ommen, N. O./Heußler, T./Backhaus, C./Michaelis, M./Ahlert, D. (2010): The Impact of Country-of-Origin and Joy on Product Evaluation: A Comparison of Chinese and German Intimate Apparel”, in: Journal of Global Fashion Marketing, 1(2).
  • Woisetschläger, D./Backhaus, C./Evanschitzky, H./Michaelis, M. (2010): Determinants of Sponsorship Fit: A Multilevel Analysis, Advances in Consumer Research, 37.
  • Backhaus, C./Blut, M./Evanschitzky, H./Woisetschläger, D. (2009): Autonomie und Loyalität in Unterneh­mens­­netzwerken: Eine Mehrebenenbetrachtung, in:  Managementforschung, 19. Jg., S. 143-180.
  • Michaelis, M./Woisetschläger, D./Backhaus, C./Ahlert, D. (2008): The Effects of Country of Origin and Corporate Reputation on Initial Trust: An Experimental Evaluation of the Perception of Polish Consumers, International Marketing Review, 25(4), S. 404-422.
  • Evanschitzky, H./Backhaus, C./Woisetschläger, D./Ahlert, D. (2008): Der Einfluss von Organisations­struktur und Aufgabenkomplexität auf Teamperformance - Eine gruppenexperimentelle Studie, in: Management­forschung, 18, S. 1-34.
  • Berentzen, J./Backhaus, C./Michaelis, M./Blut, M./Ahlert, D. (2008): Does “Made in…” also Apply to Services? An Empirical Assessment of the Country-of-Origin-Effect in Service Settings, in: Journal of Relationship Marketing, 7(4), S. 391-405.
  • Woisetschläger, D./Michaelis, M./Backhaus, C. (2007): The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions, Advances in Consumer Research, 35, S. 483-490.
  • Hadamitzky, A./von Blanckenburg, K./Backhaus, C. (2007): Die Bereitstellung von öffentlich-rechtlichen Fernseh- und Rundfunkprogrammen - Eine Analyse auf Basis der Kollektivgütertheorie, Perspektiven der Wirtschaftspolitik, 8(3), 2007, S. 256-278.

Books

  • Krowsinska, A./Backhaus, C./Becker, B./Bosser, F. (Hrsg.) (2023): Digital Content Marketing – Creating Value in Practice, Routledge, London/New York.
  • Woisetschläger, D./Michaelis, M./Evanschitzky, H./Eiting, A./Backhaus, C. (Hrsg.) (2010): Marketing von Solutions – Innovative Ansätze und Best Practices, Gabler Verlag, Wiesbaden.
  • Backhaus, C. (2009): Beziehungsqualität in Dienstleistungsnetzwerken – theoretische Fundierung und empirische Analyse (Dissertation), Gabler Verlag.
  • Ahlert, D./Backhaus, C./Blut, M./Michaelis, M. (Hrsg.) (2009): Management internationaler Dienst­leistungsmarken – Konzepte und Methoden für einen nachhaltigen Internationalisierungserfolg, Gabler Verlag, Wiesbaden.

Contributions to scientific conferences (selection since 2018)

  • Heussler, T./Backhaus, C.: Strategic Governance of Mobility Ecosystems - A Practice-Based Perspective, 2022 Academy of Management Conference, Seattle.
  • Grohs, R./Backhaus, C./Koll, O./Woisetschlaeger, D.: Consumer Perceptions and Consequences of (Brand) Rivalry, 2022 Association for Consumer Research (ACR) Conference, Denver.
  • Dimitriu, R./Selnes, F./Tariq, A./Heussler, T./Backhaus, C./Dose, D.: Would an Expert Driver Get an Autonomous Car? The Impact of Consumers’ Task Expertise on the Intention to Adopt Autonomous Products, 2022 European Academy of Marketing (EMAC) Conference, Budapest.
  • Tjandra, N./Seegebarth, B./Backhaus, C./Ind, N./Iglesias, O./Feri, A. und Woisetschlaeger, D.: A Brand with a Conscience: Conceptualization and Empirical Validation of a Consumer-based Measurement Approach, 5th Brand Camp Conference, 29. März – 2. April 2022, Obergurgl, Österreich.
  • Pingel, R./Woisetschläger, D./Seegebarth, B./Backhaus, C.: A Fresh Perspective on Academic Engagement: Exploring the Role of Partner- and Task-related Factors on Academic Engagement”, 2022 AMA Winter Marketing Educators’ Conference, USA.

Contributions (selection)

  • Petermeier, L./Becker, B./Backhaus, C. (2023): Content Marketing and Sponsorship, in: Krowsinska, A./Backhaus, C./Becker, B./Bosser, F. (Hrsg.) (2023): Digital Content Marketing – Creating Value in Practice, Routledge, London/New York (im Druck).
  • Dizdarevic, A./Evanschitzky, H./Backhaus, C. (2020): Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix, in: Pantano, E. (Ed.): Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation. Emerald Publishing Limited.
  • Backhaus, R./Backhaus, C./Brock, C./Woisetschläger, D. (2019): Erbringung kooperativer Dienst­leistungen durch Netzwerke – Erfolgspotenziale und Herausforderungen am Beispiel eines telemedizinischen Netzwerks zur integrierten Schlaganfallversorgung, in: Bruhn, M./Hadwich, K. (Hrsg.): Kooperative Dienstleistungen – Spannungsfelder zwischen Service Cooperation und Service Coopetition, S. 89-112.
  • Evanschitzky, H./Backhaus, C. (2014): Multi-level Modeling, in: Wiley Encyclopedia of Management, 3rd Edition. John Wiley & Sons, Ltd.
  • Dreisbach, J./Woisetschläger, D./Backhaus, C./Schnöring, M (2014): Markentransferpotenziale im Sponsoring, in: Jahrbuch Sponsoring 2014, S. 30-35. 
  • Pieper, N./Heußler, T./Woisetschläger, D./Backhaus, C. (2013): Relevanz der Intermodalität für CarSharing-Konzepte, in: Proff, H. et al. (2013): Schritte in die künftige Mobilität, Springer, S. 379-399.
  • Woisetschläger, D./Backhaus, C./Michaelis, M./Eiting, A./Evanschitzky, H. (2010): Marketing von Solutions – Grundlagen des Solution Marketing und Herausforderungen auf dem Weg zum Solution Seller, in: Woisetschläger, D./Michaelis, M./Evanschitzky, H./Eiting, A./Backhaus, C. (Hrsg.) (2010): Marketing von Solutions – Innovative Ansätze und Best Practices, Gabler Verlag, Wiesbaden, S. 3-30.
  • Woisetschläger, D./Michaelis, M./Backhaus, C. (2010): Erfolgsfaktoren des Trikotsponsorings - Nach welchen Kriterien Fans die Sponsoren ihrer Vereine bewerten, Jahrbuch Sponsoring, S. 88-92.
  • Evanschitzky, H./ Woisetschläger, D./Backhaus, C./Michaelis, M. (2009): Kundenbindung in Dienst­leistungs­netzwerken, in: Bruhn, M. / Homburg, C. (Hrsg.), Handbuch Kundenbindungs­management, S. 325-354.
Photo credits on this page

For All Visitors

Vacancies of TU Braunschweig
Career Service' Job Exchange 
Merchandising

For Students

Term Dates
Courses
Degree Programmes
Information for Freshman
TUCard

Internal Tools

Glossary (GER-EN)
Change your Personal Data

Contact

Technische Universität Braunschweig
Universitätsplatz 2
38106 Braunschweig

P. O. Box: 38092 Braunschweig
GERMANY

Phone: +49 (0) 531 391-0

Getting here

© Technische Universität Braunschweig
Legal Notice Privacy Accessibility

TU Braunschweig uses the software Matomo for anonymised web analysis. The data serve to optimise the web offer.
You can find more information in our data protection declaration.