Chris Baumann

Associate Professor

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Personal profile


Chris Baumann is an Associate Professor at Macquarie University, Sydney, and Visiting Professor at Seoul National University (SNU) in Korea. His research is on the 3 C: Competitiveness, Confucianism and Customer loyalty. He has been awarded for his research and teaching, including from the Australian government for enthusiastic approach to education. Baumann introduced ground-breaking concepts: Competitive Productivity (CP), Latecomer Brand, Premium Generic Brand (PGB), Brand Health Index (BHI) and the 'country of origin of service staff (COSS)' effect. He also introduced the ReVaMB model, and his work has been cited hundreds of times. Baumann has a long-standing relationship with Simon Fraser University (SFU), Canada, as MBA Alumni and research collaborator.

He has been appointed as a Visiting Professor at Seoul National University (SNU) in South Korea and at Aarhus University in Denmark, and Chris also teaches Macquarie students in Hong Kong. He has a long-standing relationship with SFU as an MBA Alumni, Alumni Representative and as a research collaborator.

Prior to academia, Chris worked several years in the Swiss banking industry.

Research interests

  • customer loyalty,
  • competitiveness in education and society,
  • ethnic marketing, and
  • East Asia (China and Korea).

External positions

Visiting Professor, Seoul National University

2010 → …

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student Social Sciences
competitiveness Social Sciences
performance Social Sciences
Confucianism Social Sciences
marketing Social Sciences
business education Social Sciences
ethnicity Social Sciences
Retail banking Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2011 2018

Research Outputs 2003 2019

A taxonomy of emotion and cognition for student reflection: introducing emo-cog

Harvey, M., Baumann, C. & Fredericks, V., 24 Jun 2019, In : Higher Education Research and Development.

Research output: Contribution to journalArticleResearchpeer-review


Competitive Productivity (CP) at macro–meso–micro levels

Baumann, C., Cherry, M. & Chu, W., 1 Jul 2019, In : Cross Cultural and Strategic Management. 26, 2, p. 118-144 27 p.

Research output: Contribution to journalArticleResearchpeer-review

micro level
macro level

Developing sustainability discourse skills for business

Hoadley, S. & Baumann, C., 2019, (Accepted/In press) Industry and higher education : case studies for a sustainable future. Breyer, Y., Tan, L. P. & Wood, L. N. (eds.). Springer

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Adoption of environment-friendly cars: direct vis-à-vis mediated effects of government incentives and consumers' environmental concern across global car markets

Chu, W., Baumann, C., Hamin, H. & Hoadley, S., 2018, In : Journal of Global Marketing. 31, 4, p. 282-291 10 p.

Research output: Contribution to journalArticleResearchpeer-review

Environmental concern

Brand competitiveness: introducing the customer-based brand value (CBBV) – competitiveness chain

Winzar, H., Baumann, C. & Chu, W., 2018, In : International Journal of Contemporary Hospitality Management. 30, 1, p. 637-660 24 p.

Research output: Contribution to journalArticleResearchpeer-review



Activities 2008 2013

  • 3 Invited talk
  • 1 Oral presentation

Corporate Social Responsibility (CSR) in the financial services industry: are there country differences in CSR's contribution to brand value?

Petra Bouvain (Speaker), Christoph Baumann (Speaker), Erik Lundmark (Speaker)
22 Nov 2013

Activity: Talk or presentationOral presentation

Modelling Loyalty in Retail Banking Using Formative and Reflective Approaches

Chris Baumann (Speaker)

Activity: Talk or presentationInvited talk

English language proficiency and academic achievement in postgraduate business education

Chris Baumann (Speaker)

Activity: Talk or presentationInvited talk

The effectiveness of customer loyalty programs: An empirical analysis of the grocery FMCG sector

Chris Baumann (Speaker)

Activity: Talk or presentationInvited talk

Press / Media

Rebranding: smart move or waste of money?

Christoph Baumann & Hume Winzar


1 media contribution

Press/Media: Expert Comment

Hiroshima launches origami against nuclear missiles

Christoph Baumann


1 media contribution

Press/Media: Other

Opinion: Pauline Hanson is dead right

Christoph Baumann


1 media contribution

Press/Media: Research