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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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competitiveness Social Sciences
Confucianism Social Sciences
student Social Sciences
performance 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 2020

Confucianism, discipline, and competitiveness

Baumann, C., Winzar, H. & Viengkham, D., 2020, New York: Routledge, Taylor and Francis Group. 257 p. (Routledge Studies in International Business and the World Economy)

Research output: Book/ReportBookResearchpeer-review


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

Harvey, M., Baumann, C. & Fredericks, V., 2019, In : Higher Education Research and Development. 38, 6, p. 1138-1153 16 p.

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


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

Taking performance cues from East Asian markets

Christoph Baumann


1 media contribution

Press/Media: Expert Comment

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

East Asia emerges as role model for education

Christoph Baumann


1 media contribution

Press/Media: Expert Comment