Projects per year
Personal profile
Biography
Chris Baumann is a Professor at Macquarie University, Sydney, Australia. His research introduced brand competitiveness, competitive productivity, and the necro-branding of Elvis Presley. Baumann is a co-author of “The Psychology Behind Design: A Marketing Perspective” Springer book and a Routledge book on Competitiveness. He has published in journals such as the Journal of Business Research, Journal of Services Marketing, Journal of Brand Management, European Journal of Marketing, Journal of Retailing and Consumer Services and Celebrity Studies, among others. Chris has won outstanding paper, reviewer, and teaching awards and serves on the review board of FT50 and other top-ranked journals.
Research interests
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External positions
Visiting Professor, Seoul National University
2010 → …
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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Australia Indonesia Entrepreneurship Program: improving bilateral relations through young leaders
Taylor, M. (Primary Chief Investigator), Baumann, C. (Chief Investigator) & Hamin, H. (Partner Investigator)
26/07/18 → …
Project: Research
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Web-based Analytical Platform for China Datasets
Guo, F. (Primary Chief Investigator), Cheng, Z. (Chief Investigator), Wang, Y. (Other), Jackson, R. (Other), Huang, Y. (Other), Baumann, C. (Other), Jepsen, D. (Other), Ren, M. (Other), Lu, C. Y. (Other), Meng, J. (Other), Tang, Y. (Other), Wang, B. (Other), Mukhopadhaya, P. (Other), Nahm, D. (Other) & Blazey, T. (Other)
1/01/16 → 31/12/16
Project: Research
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Investigating the impact of precarious employment and contracting chains on aviation safety, security and occupational health and safety
Taksa, L. (Primary Chief Investigator), Barnes, A. (Chief Investigator), Baumann, C. (Chief Investigator), Anderson, P. (Associate Investigator) & Zetler, J. (Associate Investigator)
17/01/11 → 31/03/13
Project: Research
Research Outputs
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Brand activism strategy as a double-edged sword strategy in social media communication: shaping consumer responses
Cai, M., Haski-Leventhal, D., Zhang, L. & Baumann, C., 2025, In: Journal of Strategic Marketing. 33, 8, p. 975-997 23 p.Research output: Contribution to journal › Article › peer-review
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Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective
Wangmo, G., Piehler, R. & Baumann, C., 10 Apr 2025, In: Journal of Product & Brand Management. 34, 4, p. 450-467 18 p.Research output: Contribution to journal › Article › peer-review
1 Citation (Scopus) -
How “smart” should smart products look? Exploring boundary conditions of the Most-Advanced-Yet-Acceptable (MAYA) principle
Akiike, A., Katsumata, S., Yoshioka-Kobayashi, T. & Baumann, C., Feb 2025, In: Journal of Business Research. 189, p. 1-14 14 p., 115108.Research output: Contribution to journal › Article › peer-review
Open AccessFile1 Citation (Scopus)26 Downloads (Pure) -
Necro-branding: Elvis Presley as a necro-celebrity
Baumann, C., Knowles, J., Timming, A. R., Price, D. P., Dahana, W. D. & Shen, Y., 2025, In: Celebrity Studies. 16, 2, p. 180-207 28 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile2 Citations (Scopus)102 Downloads (Pure) -
A new scale for brand competitiveness
Wangmo, G., Piehler, R. & Baumann, C., Feb 2024, 2024 AMA Winter Academic Conference Proceedings: Unlocking Our Potential. Cross, S. & Saboo, A. (eds.). Chicago: American Marketing Association, Vol. 35. p. 771-774 4 p.Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review
Prizes
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Best Paper in Track Award – Marketing Strategy, Branding and Brand Management
Wangmo, G. (Recipient), Piehler, R. (Recipient) & Baumann, C. (Recipient), 2023
Prize
File
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Journal of Retailing and Consumer Services (Journal)
Baumann, C. (Guest editor), Chu, W. (Guest editor), Winzar, H. (Guest editor), Dahana, W. D. (Guest editor) & Piehler, R. (Guest editor)
Aug 2021 → 2024Activity: Peer-review and editorial of research outputs › Editorial work
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Corporate Social Responsibility (CSR) in the financial services industry: are there country differences in CSR's contribution to brand value?
Bouvain, P. (Speaker), Baumann, C. (Speaker) & Lundmark, E. (Speaker)
22 Nov 2013Activity: Talk or presentation › Presentation
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Modelling Loyalty in Retail Banking Using Formative and Reflective Approaches
Baumann, C. (Speaker)
2009Activity: Talk or presentation › Invited talk
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English language proficiency and academic achievement in postgraduate business education
Baumann, C. (Speaker)
2008Activity: Talk or presentation › Invited talk
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The effectiveness of customer loyalty programs: An empirical analysis of the grocery FMCG sector
Baumann, C. (Speaker)
2008Activity: Talk or presentation › Invited talk
Press/Media
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TV Channel 10 (National): Why ‘Necro-Branding’ Celebrity Memorabilia Is About To Get Weirder (please watch YouTube video)
1/11/24 → 1/11/25
2 Media contributions
Press/Media: Expert Comment
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msn: Necro-brands: Why do celebrities like Elvis Presley make more money dead than alive?
24/01/25
1 Media contribution
Press/Media: Expert Comment
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Handelszeitung (Swiss equivalent to Financial Times): Elvis Presley verdient weiterhin 50 Millionen Dollar pro Jahr
9/01/25
1 item of Media coverage
Press/Media: Expert Comment
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News.AT (Austria): Elvis Presley ist heute 100 Mal so viel wert, wie zu Lebzeiten
9/01/25
1 Media contribution
Press/Media: Expert Comment
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Blick (Swiss highest circulation newspaper): Elvis Presley verdient weiterhin 50 Mio Dollar pro Jahr
8/01/25
1 item of Media coverage
Press/Media: Expert Comment