Skip to Content

Chris Baumann

Chris Baumann
  • Title: Associate Professor
  • Position: Associate Professor - Department of Marketing and Management
  • Qualifications: Economist SEBA (Switzerland), MBA (Simon Fraser), DBA (MGSM), PG Cert Higher Education (Macq)

Contact Details

Social Media

Areas of Expertise

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 holds an Economist SEBA (Switzerland), an MBA from Simon Fraser University (SFU) in Vancouver, Canada, and a Doctorate in Business Administration from the Macquarie Graduate School of Management (MGSM) as well as a Postgraduate Certificate in Higher Education (Macquarie).

His research includes:

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

Dr Baumann has in excess of 60 publications in international journals and conference proceedings with over 450 citations. Chris has been awarded several times for his research and teaching, including from the Australian government for his enthusiastic approach to education.

At the Academy of International Business (AIB) Conference in 2010, Chris won a Best Reviewer Award. 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.

Competitive Productivity

Dr Chris Baumann and Iggy Pintado have coined the new term "Competitive Productivity". Their new paradigm has been published in three countries in three continents:

1. Australia - Marketing Magazine, 14 January 2013 CP
2. South Korea - The Korea Times, 17 March 2013
3. United Kingdom - Management Services, Spring Issue 2013

Education

  • Doctorate in Business Administration(DBA): (MGSM)
  • Postgraduate Certificate in Higher Education: (Macquarie University)
  • Master of Business Administration (MBA): International Business (Simon Fraser University (SFU))
  • Economist SEBA: Marketing (School of Economics and Business)

Research grants

Dr Baumann is participating in international research collaboration funded by external multinational partners. In 2011 Chris won, in collaboration with Professor Lucy Taksa, a competitive grant to investigate services in the airline industry.

Research awards

Dr Baumann has won various best paper awards at international conferences.

Publications

journal toggle icon open Refereed Journal Articles

books toggle icon open Books

  • Baumann, C. and Chu, W. (forthcoming), 'Hyundai drives social media', in Strategic Brand Management, 4th Edition (Global Edition) by Kevin Lane Keller.
  • Baumann, C. and Chu, W. (forthcoming), 'Loyalty programs in the airline industry', in Strategic Brand Management, 4th Edition (Global Edition) by Kevin Lane Keller.
  • Baumann, C. and Valentine, T. (2010), 'Marketing In Focus: The Global Financial Crisis', Pearson Education Australia.
  • Baumann, C. (2010), 'Australia and the South-Pacific - the new Eldorado for cruise ships?', in Philip Kotler ; Linden Brown; Suzan Burton; Ken Deans; Gary Armstrong, Marketing, Version 8e, Pearson Education Australia. The case has been published in this market-leading Kotler marketing textbook with reference to the author. A case solution for the Instructors manual has also been submitted.
  • Baumann, C. (2010), 'Value for customers in the air - $9.95 Adelaide to Melbourne doesn't leave room for glamour', in Philip Kotler; Linden Brown; Suzan Burton; Ken Deans; Gary Armstrong, Marketing, Version 8e, Pearson Education Australia.
  • Baumann, C. (2010), 'Marketing strategies for competitive advantage in the Australian banking industry', in Philip Kotler ; Linden Brown ; Suzan Burton ; Ken Deans ; Gary Armstrong, Marketing, Version 8e, Pearson Education Australia.
  • Baumann, C. (2008). 'Introducing Marketing, in Gillies and Selvadurai', Marketing Law, Federation Press, Sydney Australia.
  • Baumann, C. (2006), 'Super Economy Class - The business travellers class of the future?', in Kotler, Brown, Adam and Burton and Armstrong, Marketing, Version 7e, Pearson Education Australia. The case has been published in this market-leading Kotler marketing textbook with reference to the author. A case solution for the Instructors manual has also been submitted. ISBN 0733975771.

conference toggle icon open Conferences and Presentations

  • Yao, Wei, Baumann Chris, Tan LayPeng.(2015)."Wine Brand Category Choice and Confucianism: a Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers". National Brands and Private Labels in Retailing. Springer International Publishing.
  • Baumann, C. (2014 upcoming - September), Keynote Speaker, Confucianism and Competitiveness explaining Academic Performance:Is East Asia beating the West?, Higher Education Forum (HEF) in conjunction with BREFM and GHTMM, Japan, 4-6 September
  • Baumann, C. (2014 upcoming - June), Paper Development Workshop, Journal of International Business Studies (JIBS), 23 June 2014
  • Baumann, C. (2014 upcoming - June), Formation of Pedagogical Approach and its Impact on Work Ethic – Asia Challenging the West? Academy of International Business (AIB) annual meetings, Vancouver, 23-26 June 2014.
  • Baumann, C., Harvey, M., (2013), Competitiveness in Education – Interaction Effect with Ethnicity, Annual Conference on Management and Social Science, Taipei, 5-7 Dec.
  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H. (2013), Developing an Objective Customer-Market Measure of Brand Equity with a Longitudinal Perspective, ANZMAC conference, Auckland, 1-7 December. This paper won a best paper award.
  • Bouvain, P., Baumann, C., Lundmark, E. (2013) Corporate Social Responsibility (CSR) in the financial services industry - Are There Country Differences in CSR's Contribution to Brand Value?, Academy of International Business (AIB) -Australia and New Zealand Chapter Annual Symposium, Newcastle, 22 November 
  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H., Johnson, L.W., (2013) Sustained Growth; An Objective Customer-market Measure of Brand Equity, 2013 INFORMS Marketing Science Conference
  • Robertson, G., Baumann, C., Bilgin, A., Bulger, D, Coutts, P., Engel, R., Giuriato, R., Gudlaugsdottir, S., Rigney, C., Tomossy, G., (2012) The impact of space on students' perceptions of the value and quality of their learning experience: a case study of the Collaborative Learning Forum, Joint AARE APERA International Conference
  • Hamin, Baumann, C., Tung, L.R. and Toll, R. (2012), 'A global market potential analysis of productivity, saving and investment patterns: Asian banking behavior', Global Marketing Conference(GMC), Seoul, South Korea
  • Baumann, C., Hamin, Tung, L.R. and Toll, R. (2011), 'Premium Generic Brand choice vis-a-vis generic and national brands: A scenario comparison for self use, family consumption and gift giving in a food and non-food context', Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC),  28-30 November.
  • Baumann, C., Hamin and Tung, R. (2011), 'Jade will never become a Work of Art without being carved: a Multivariate Analysis of Views on Discipline in Education and Society comparing first- and second-Generation Chinese Immigrants vis-a -vis their Counterparts in Mainland China and vis-a-vis Caucasians', Proceedings of the Eastern Academy of Management (EAMI), Bangalore, India, June 26-30.
  • Baumann, C., Hamin, Tung, R. and Toll, R. (2011), 'Convergence or divergence of the Asian market - Is regionalism leading to regionalisation?', Research paper presented at the European Society for Opinion and Marketing Research (ESOMAR) Conference, Melbourne, March 20-22.
  • Tung, R. and Baumann, C. & Hamin (2010), 'Managing Cross-national vis-a-vis Intra-national Diversity: The Roles of Ethnicity, Religious Affiliation and Levels of Income in Affecting Attitudes toward Money and Investment Decisions', Proceedings of the Academy of International Business AIB, Rio June 25-29, 2010.
  • Baumann, C., Tung, R. & Hamin (2010), 'Share of wallet in retail banks: A comparison of Caucasians in Canada and Australia vis-a-vis Chinese in China and Ethnic Chinese in Canada and Australia', Proceedings of the Australia and New Zealand International Business Academy, April 15-17, 2010.
  • Baumann, C., Elliott, G. & Hamin (2009), 'A Hybrid reflective and formative model of customer loyalty in retail banking', Proceedings of the Australian and New Zealand Marketing Academy ANZMAC, 30 November - 2 December 2009.
  • Baumann, C., Elliott, G. & Hamin (2009), 'Modelling Loyalty in Retail Banking Using Formative and Reflective Approaches', Proceedings of the Academy of Marketing AM, Leeds UK, 7-9 July 2009. This paper won a Best Paper Award.
  • Tung, R. and Baumann, C. (2009), 'Cross-National vs. Intra-National Diversity: A Three-Country Study of Attitudes Toward Money, Material Possessions and Savings', Proceedings of the Academy of International Business AIB, San Diego, June 27-30, 2009.
  • Eddey, P. and Baumann, C. (2009), 'Dropping out from Graduate Business Study: Warning Signs and Intervention Strategies  An Exploratory Study', Proceedings of the Western Decision Sciences Institute Conference WDSI, Kauai, Hawaii, April 7-11, 2009.
  • Baumann, C. and Tung, R. (2008), 'The Role of Gender, Culture and Religion in Banking Behavior: an exploratory Investigation', Proceedings of the Asia Academy of Management Conference, Taipei, December 14-16 2008.
  • Eddey, P. and Baumann, C. (2008),' English language proficiency and academic achievement in postgraduate business education', Proceedings of the Western Decision Sciences Institute Conference WDSI, San Diego, 18  22 March 2008. This paper was awarded Best Interdisciplinary Paper by the Western Decision Sciences Institute.
  • Wright, K. and Baumann, C. (2008), 'The effectiveness of customer loyalty programs: An empirical analysis of the grocery FMCG sector, Proceedings of the Western Decision Sciences Institute Conference WDSI, San Diego, 18  22 March 2008. This paper was nominated as a best paper.
  • Baumann, C., Burton, S. & Elliott, G. (2008), 'The non-linear relationship between customer satisfaction and Customer Loyalty in Retail Banking  an empirical investigation', Proceedings of the Western Decision Sciences Institute Conference WDSI, San Diego, 18  22 March 2008.
  • Wright, K. and Baumann, C. (2007), 'The effectiveness of customer loyalty programs in comparison to supermarket fuel discount schemes: An empirical study', Proceedings of the Australian and New Zealand Marketing Academy ANZMAC, Dunedin, New Zealand from 3  5 December 2007.
  • Eddey, P. and Baumann, C. (2007), 'Graduate Business Education: Profiling successful Students and its relevance for marketing and recruitment policy in Higher Education' Proceedings of the 7th Annual Hawaii International Conference on Business, 24  27 May.
  • Eddey, P. and Baumann, C. (2006), 'Profiling Success in Postgraduate Business Study and its Relevance for Marketing and Recruitment Policy: An Exploratory Study', Proceedings of the Australian and New Zealand Marketing Academy ANZMAC, Brisbane, 4 6 December.
  • Baumann, C., Elliott, G. & Burton, S. (2006), 'Share of Wallet in terms of Deposits in Retail Banking', Proceedings of the Academy of Marketing AM, London UK, 3  6 July.
  • Baumann, C., Burton, S. & Elliott, G. (2006), 'Share of Wallet in Retail Banking and its Prediction', Proceedings of the Academy of International Business AIB, Beijing, 23  26 June.
  • Baumann, C., Burton, S. & Elliott, G. (2005), 'Predicting actual consumer behaviour in Retail Banking', Proceedings of the Decision Sciences Institute Conference DSI, San Francisco, 19  22 November. This was an  paper and has been included in the session "Contemporary Issues in Service Marketing" as a lead paper.
  • Baumann, C., Burton, S., Elliott, G. & Kehr, H. (2005), 'Prediction of overall satisfaction, affective attitude and future behavioural intentions using SERVQUAL  An empirical study of Australian Retail Banking', Proceedings of the International Retailing Conference, Reims, France, July 1  2, 2005. This paper was selected as one of the three best papers of this conference.
  • Baumann, C., Burton, S. & Elliott, G. (2005), 'Predicting actual consumer behaviour in Retail Banking', Proceedings of the Western Decision Sciences Institute Conference WDSI, Vancouver BC, 22  26 March. This paper won the Best Paper Award of the marketing track.
  • Baumann, C., Elliott, G. & Burton, S. (2004), 'Share of Wallet in Australian Retail Banking: Implications for practice and research', Proceedings of the Australian and New Zealand Marketing Academy ANZMAC, Wellington NZ, 29 November  1 December.
  • Baumann, C., Burton, S. & Elliott, G. (2004), 'Predicting Share of Wallet in Australian Retail Banking', Proceedings of the 8th Asia-Pacific Decision Sciences Institute Conference APDSI-KOPOMS, Seoul, 1  4 July.
  • Baumann, C., Burton, S. & Elliott, G.(2004), 'Determinants of Customer Loyalty and Share of Wallet in Retail Banking', Proceedings of the Emerging Financial Markets and Services in Asia Pacific Conference EFMS, Sydney, 28  29 May.
  • Baumann, C., Burton, S. & Elliott, G. (2003), 'Attitudes, Intentions and Loyalty in Australian Retail Banking  An Empirical Study', Proceedings of the Australian and New Zealand Marketing Academy ANZMAC, Adelaide, 1  3 December.
  • Baumann, C., Fawcett, D., Pasquill, B. & Tung, R (supervising Professor) (2000), 'The Role of Culture in Risk Taking Behavior: Implications for Private Banking', Proceedings of the Canada-Asia Relations: Forging the Road Ahead Conference, Toronto, Canada, March 2000, proceedings edited by Lorna L. Wright. This was a winning paper written for the Canada-wide competition sponsored by Queen's University.

Affiliations / activities

Professional Affiliations

Dr Baumann has refereed for the following journals and conferences:

  • International Journal of Bank Marketing
  • MRN
  • ANZMAC
  • AIB (won best reviewer award in 2010)

Dr Baumann is also on the Editorial Team for the Journal of Asia Business Studies.

Professional Activities

  • SIFE Faculty Advisor
  • Visiting Fellow at Dunmore Lang College (DLC)
  • SFU Alumni Representative

Community engagement

Research Interests

Dr Baumann's research interests are customer loyalty; competitiveness, ethnicity and culture in relation to consumer and employee behaviour; employer branding; and, in the field of pedagogy, factors contributing to students' academic performance. Chris also has a keen interest in the dynamic East Asian markets such as China and South Korea.

Teaching Interests

Dr Baumann has been teaching Brand Management, the Marketing Seminar for senior undergraduates, International Marketing and e-marketing. For his teaching at Macquarie University, Chris was awarded by the Vice-Chancellor for 'Excellence in Education' in 2005, and in 2007, Chris won a national-level Carrick citation.

Lecturing and Tutoring

Dr Baumann lectures Brand Management and the Marketing Seminar.

HDR and Honours Supervision

Dr Baumann has been supervising the following Higher Degree Research students: 

  • Abas Mirzaei (PhD under examination; Associate Supervisor): Developing an Objective Long-term Based Measure of Brand Performance 
  • Petra Bouvain (PhD in progress; Principal Supervisor): CSR reporting, performance and brand value - an exploration 
  • Jacqueline Lee (Honours under examination): Investigating competitiveness and customer loyalty in retail banking: a comparison between stable and unstable financial markets 
  • Shu Setogawa (First Class Honours): Ethnicity in Services: Consumer preferences for front-line staff's ethnicity as explained by country of origin, homophily and animosity 
  • Kirsty Wright (First Class Honours): A longitudinal analysis of share of wallet in the retail grocery sector 

Dr Baumann is open to PhD applications in the field of customer loyalty, competitiveness, ethnicity and culture, and brand management. Only polished proposals will be considered and responded to.

Overview of Academic Employment

Dr Baumann has worked for Macquarie University since 2001, and was previously involved with Simon Fraser University in Vancouver, Canada.

Media Appearance