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Baris Pascal Güntürkün

Assist.Prof. Dr. Baris Pascal Güntürkün
Telephone:
+43 1 31336 5897
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About me:
Pascal Güntürkün is assistant professor at the Department of Marketing at WU Vienna. He studied management and economics at the Ruhr-University of Bochum (Germany) from where he also obtained his doctoral degree in business administration. His research connects the core marketing disciplines of relationship management and consumer behavior and is guided by a strong empirical focus. Emanating from this background, he aims to address practically relevant and academically important research questions which offer rigorous yet actionable insights for practitioners and advance theoretical knowledge in marketing. Pascal’s current research interests especially focus on customer engagement in coproduction processes, strategic customer relationship management, corporate social responsibility, and social media usage in charity marketing. His work has been published in top tier academic journals, such as the _Journal of Marketing_, and awarded at international academic conferences. The paper entitled _“Engaging Customers in Coproduction Processes – How Value Enhancing and Intensity Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity”_, co-authored by Till Haumann, Laura-Marie Schons and Jan Wieseke, was selected for the _Overall Best Paper Award_ and as _Best in Track (Special Topics)_ at Winter AMA Marketing Educators’ Conference 2014.
Contact information and photo taken from and editable at WU Directory.

Affiliation

CV

since 2016
Assistant Professor, Department of Marketing, WU Vienna University of Economics and Business (AT)
2015-2016
Post-Doctoral Researcher, Sales & Marketing Department, Ruhr-University of Bochum (GER)
2010-2015
Research Assistant, Sales & Marketing Department, Ruhr-University of Bochum (GER)
2007-2010
Student Research Assistant, Department of Marketing, Ruhr-University of Bochum (GER)

Researcher Identifier

    No researcher identifier found.

Awards and Honors

2016
Wissenschaftspreis Dissertation Award Finalist, for excellent scientific work with high relevance to Retail Management and Marketing, EHI Foundation and GS1 Germany
2015
Büropa Dissertation Award for Research in Retailing, Büropa-Foundation within the Association for the Promotion of Science and Humanities in Germany
Gebrüder-Deschauer Award for outstanding dissertations at the Faculty of Management & Economics, Society of the Supporters of the Ruhr-University of Bochum (GdF), Ruhr-University of Bochum
Paul H. Repplinger Dissertation Award for Research in Retail Management and Marketing, Society of Sponsors of the Institute for Empirical Economic Research at the University of Saarland
2014
Best in Conference Award, Winter Marketing Educators' Conference 2014, Orlando, FL, USA
Best in Track Award (Special Topics), American Marketing Association, Winter Marketing Educators' Conference 2014, Orlando, FL, USA
2010
Globalpark Diploma Thesis Award for Applied Online-Marketing Research, Globalpark AG, Mannheim

Classifications

Expertise

  • E-Commerce & Social Media
  • Customer Engagement in Coproduction Processes
  • Employer Branding & Internal Marketing
  • Corporate Social Responsibility & Scandals

Activities

Reviewer for scientific organization
  since 2018 Verband der Hochschullehrer für Betriebswirtschaft - Reviewer
  since 2018 Österreichischer Austauschdienst - Reviewer
Membership in scientific association
  since 2018 European Marketing Academy (EMAC) - Member
  since 2015 American Marketing Association - Membership
Reviewer for a scientific journal
  since 2017 Corporate Reputation Review - Reviewer
Reviewer for an international conference
  since 2018 European Marketing Academy (EMAC) - Reviewer
  since 2016 American Marketing Association - Reviewer (Winter & Summer Academic Conference)

Publications

Journal article

2015 Haumann, Till, Güntürkün, Baris Pascal, Schons, Laura-Marie, Wieseke, Jan. 2015. Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity. Journal of Marketing 79 (6), 17-33. (Details)
2012 Güntürkün, Baris Pascal and Haumann, Till and Koch, Holger and Lukasczyk, Alfred. 2012. Ein monetärer Ansatz zur ganzheitlichen Erfassung des Employer Brandings. PERSONALquarterly (früher: Personal: Zeitschrift für Human Ressource Management) 64 (4): S. 40-45. (Details)
  Güntürkün, Baris Pascal, Lukasczyk, Alfred, Koch, Holger. 2012. Wieviel eine Marke Wert ist. Personalmagazin, 9 (10), 44-45. open access (Details)

Chapter in edited volume

2015 Güntürkün, Baris Pascal, Haumann, Till, Lukasczyk, Alfred. 2015. How to Evaluate Employer Brands: A Monetary Approach. In: Human Resource Management Practices – Assessing Added Value, Hrsg. Andresen, Maike und Christian Nowak , S. 53-67. Heidelberg: Springer. (Details)

Contribution to conference proceedings

2019 Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2019. Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers' Reactions to Corporate Scandals. In Proceedings of the AMA Winter Academic Conference, Volume 30, Hrsg. American Marketing Association (AMA), 249-250. Chicago, Illinois: None. (Details)
  Kassemeier, Roland, Haumann, Till, Güntürkün, Baris Pascal. 2019. Understanding the Complexity of Customer-Company Relationships: Differences in the Drivers and Consequences of Customer Satisfaction and Customer-Company Identification. In Proceedings of the AMA Winter Academic Conference, Volume 30, Hrsg. American Marketing Association (AMA), 216-217. Chicago, Illinois: None. (Details)
2018 Kassemeier, Roland, Haumann, Till, Güntürkün, Baris Pascal, Wieseke, Jan. 2018. A Comparative View on Drivers and Consequences of Customer Satisfaction and Customer-Company Identification. In Proceedings of the European Marketing Academy (EMAC) Annual Conference 2018, Hrsg. European Marketing Academy, 103-104. Glasgow: None. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2018. When and how does Corporate Social Responsibility act as an Insurance Mechanism against Corporate Scandals? In Proceedings of the European Marketing Academy (EMAC) Annual Conference 2018, Hrsg. European Marketing Academy, 100-102. Glasgow: None. (Details)
  Weitzl, Wolfgang, Hutzinger, Clemens, Güntürkün, Baris Pascal, Einwiller, Sabine. 2018. When consumer love strikes back: The effects of online complaint handling and relationship-strength on customer revenge. In Proceedings of the 10th SERVSIG conference, Hrsg. AMA SERVSIG, 511-515. Paris: None. (Details)
2017 Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura Marie, Wieseke, Jan. 2017. Customers’ Motive Attributions in Coproduction Contexts. In ANZMAC 2017 Marketing for Impact, Conference Proceedings, Hrsg. Australian & New Zealand Marketing Academy, 38-38. Melbourne, Australia: None. (Details)
2016 Haumann, Till and Güntürkün, Baris Pascal and Mikolon, Sven and Wieseke, Jan. 2016. How Marketing Strategies Shape Customers’ Warmth and Competence Judgments of Organizations and their Divergent Effects on Key Relational and Transactional Marketing Outcomes. In Proceedings of the 2016 Winter Marketing Educator's Conference, Hrsg. American Marketing Association, S. I-15-I-16. Las Vegas, NV: American Marketing Association. (Details)
  Güntürkün, Baris Pascal and Haumann, Till and Schons, Laura-Marie and Wieseke, Jan. 2016. Investigating the Dynamic Effects of Customers’ Attributions of Co-Production Motives for Customer’s Satisfaction over Time. In Proceedings of the 2016 Winter Marketing Educator's Conference, Hrsg. American Marketing Association, S. K-43-K-44. Las Vegas, NV: American Marketing Association. (Details)
2014 Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura-Marie, Wieseke, Jan. 2014. Engaging Customers in Co-Production Processes: How Value Enhancing and Intensity Reducing Communication. In AMA Winter Marketing Educators' Conference 2014: Engaging Customers, AMA Educators Proceedings Volume 25, Hrsg. Gary Hunter, Tom Steenburgh, S. N-2-N-4. Orlando, Florida, USA: American Marketing Association. (Details)

Paper presented at an academic conference or symposium

2019 Haumann, Till, Güntürkün, Baris Pascal, Edinger-Schons, Laura Marie, Wieseke, Jan. 2019. Beneficial for Whom? Customer Motive Attribution in Coproduction Contexts and its Consequences for Maintaining Successful Customer Relationships. EMAC 48th Annual Conference, Hamburg, Deutschland, 28.05.-31.05. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2019. Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers Reactions to Corporate Scandals. 2019 AMA Winter Academic Conference, Austin, TX, Vereinigte Staaten/USA, 22.02.-24.02. (Details)
2018 Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2018. When and how does Corporate Social Responsibility act as an Insurance Mechanism against Corporate Scandals? European Marketing Academy (EMAC) Annual Conference 2018, Glasgow, Großbritannien, 29.05.-01.06. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2018. When and how does Corporate Social Responsibility act as an Insurance Mechanism against Corporate Scandals? Business & Society Seminar 2018, Mannheim, Deutschland, 20.06.-22.06. (Details)
  Weitzl, Wolfgang, Hutzinger, Clemens, Güntürkün, Baris Pascal, Einwiller, Sabine. 2018. When consumer love strikes back: The effects of online complaint handling and relationship-strength on customer revenge. SERVSIG 2018, Paris, Frankreich, 14.06.-16.06. (Details)
2017 Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura Marie, Wieseke, Jan. 2017. Customers’ Motive Attributions in Coproduction Contexts. ANZMAC 2017, Melbourne, Australien, 04.12.-06.12. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura Marie. 2017. Getting the ‘Right’ CSR Insurance – When do CSR Activities Buffer or Bolster the adverse Impact of Corporate Scandals on Marketing Outcomes? CSR COMMUNICATION CONFERENCE 2017, Wien, Österreich, 21.09.-23.09. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura, Wieseke, Jan. 2017. How Customers' Attributions of Coproduction Motives shape Marketing Outcomes over time. 3rd Annual Organizational Frontlines Research Symposium, Orlando, FL, Deutschland, 15.02.-17.02. (Details)
2016 Mende, Gina and Schons, Laura and Güntürkün, Baris Pascal and Wieseke, Jan and Schmitz, Christian. 2016. Joining Virtual Brand Communities - Does every Honeymoon have its' hangover? 10th International Conference of the Corporate Identity / Associations Research Group, Henley Business School, University of Reading, Großbritannien, 02.09.-04.09. (Details)
  Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura-Marie, Wieseke, Jan. 2016. The Dynamic Effects of Customers' Attributions of Co-Production Motives for Customers' Satisfaction over Time. AMA Winter Marketing Educators' Conference 2016: What happens in Marketing, stays Digital, Las Vegas, Nevada, Vereinigte Staaten/USA, 26.02.-28.02. (Details)
2014 Güntürkün, Baris Pascal and Haumann, Till and Wieseke, Jan and Schons, Laura-Marie. 2014. Engaging Customers in Co-Production Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity. Winter Marketing Educators' Conference 2014, Orlando, FL, Vereinigte Staaten/USA, 21.02.-23.02. (Details)

Magazine/newspaper article

2017 Güntürkün, Baris Pascal. 2017. Der Online-Handel wird sesshaft - ein Heimspiel für die traditionellen Händler? Regal, 01.04. (Details)

Unpublished lecture

2018 Güntürkün, Baris Pascal, Haumann, Till, Edinger-Schons, Laura Marie. 2018. When and how does Corporate Social Responsibility act as an Insurance Mechanism against Corporate Scandals? Marketing Research Colloquium (University of Hamburg), Hamburg, 10.09.18 (Details)
2016 Güntürkün, Baris Pascal. 2016. Der Kunde als Koproduzent - Neue Einblicke in die Kundenwahrnehmung und Strategien zur erfolgreichen Gestaltung von Koproduktionsprozessen. Praxisdialog, WU Wien, 16.03. (Details)
2011 Güntürkün, Baris Pascal. 2011. Brand Communities: Nutzenpotentiale und Gefahren. SymanO’11: Online-Forschung im Marketing, Duale Hochschule Baden-Württemberg, Mannheim, 14.09. (Details)

Projects

2018
Using impact communication and social media to increase donor retention and new donor acquisition in charity marketing (2018-2018) (Details)