Christof Backhaus

Marketing and Strategy Department


Christof joined Aston Business School as a Professor and Chair in Marketing in September 2016. Before, he worked as an Assistant Professor at the Universities of Dortmund, Bochum and Braunschweig in Germany, and as a Professor of Marketing at Newcastle University Business School. 

His research interest lies primarily in the field of Retail and Services Marketing and Management. His work in these domains has been published in international marketing journals such as the Journal of Business Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Small Business Management, Industrial Marketing Management, International Marketing Review, and Psychology & Marketing.

In order to ensure that his research activities are of practical relevance, he regularly collaborates with companies such as Allianz SE, Deutsche Bahn AG, Deutsche Telekom AG, Vodafone D2 GmbH, and Volkswagen AG to help resolve issues in the areas of service innovation, customer and partner relationship management, marketing control & monitoring, and sponsorship management.

Position: Professor and chair
Phone number:  +44 (0)121 204 3017
Room: ABS 238

  • 2018: Senior Fellow of The Higher Education Academy.
  • 2008: PhD in Business Administration, University of Muenster.
  • 2005: MA equivalent (Diplom-Kaufmann), University of Muenster.
  • 2016 – Professor and Chair in Marketing, Aston Business School, Aston University.

  • 2013 – 2016: Professor and Chair Marketing, Newcastle University Business School.
  • 2011-2013: Assistant Professor, TU Braunschweig.
  • 2011: Assistant Professor, Ruhr-Universität Bochum.
  • 2008 – 2011: Assistant Professor, TU Dortmund University.
  • 2005 – 2008: PhD candidate and lecturer, University of Muenster


  • BNM 839 – Fundamentals in Quantitative Research (PhD Module)
  • DBA 103 – Qualitative and Quantitative Research Methods

Retailing & Services Management

  • Relationship Development in Services Networks
  • Retail Strategy
  • Management of Service Innovation Processes
  • Services Design 
  • Network Governance
  • Performance-based Contracting 

Services Marketing

  • Services Branding
  • Services Communication 
  • International Services Branding
  • Mobility Services

CRM and Sales Management

  • Loyalty Program Management
  • Marketing-/Sales-Interface Management
  • Management of Frontline Employees 
  • Sponsorship Management
  • 01/2013 – 02/2016: Testing Electrical Fleets: Visibility and Success Stories (Co-authorship of grant application; project funded by the Lower Saxony State Ministry for the Economy, Labour, and Traffic, Germany). Funding: 49,000 € (Department of Services Management, TU Braunschweig)
  • 09/2012 – 08/2016Fleets Go Green: Integrated Analysis and Evaluation of the Environmental Performance of Electric and Plug-in-Hybrid Vehicles in Everyday Usage on the Example of Fleet Operations - Module „User Acceptance and Behavior”; project funded by the Federal Ministry of Environment, Nature Conservation and Nuclear Safety (BMU), Germany. Funding (Department of Services Management, TU BS): 220,000 €.


  • Amela Dizdarevic (Aston University)
  • Md Tamhid Ul Islam (Aston University)
  • Vanessa Jaensch (TU Braunschweig)
  • Tien Duc Le (Aston University)
  • Charles Nnaji (Newcastle University)
  • Ankita Tibrewal (Aston University)
  • Academy of Marketing Science (AMS)
  • Academy of Management (AOM)
  • American Marketing Association (AMA)
  • European Marketing Academy (EMAC)
  • British Academy of Management (BAM)
  • Dreisbach, J./Woisetschläger, D. M. /Backhaus, C./Cornwell, T. B. (2019). The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, in print.
  • Dizdarevic, A./Evanschitzky, H./Backhaus, C. (2018): Elevating Shopping Experiences through Digital Technologies: The Case of Retail Agglomerations, in: Marketing Review St. Gallen, 2018/6, pp. 34-41.
  • Woisetschläger, D./Backhaus, C.,/Cornwell, B. (2017): Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions, Journal of Marketing (pp. 121-141).             

  • Hubert, M./Blut, M./Brock, C./Backhaus, C./Eberhardt, T.: Acceptance of Smartphone‐Based Mobile Shop-ping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context, Psychology & Marketing, 34(2), pp. 175-194.

  • Böhm, E./Backhaus, C./Eggert, A./Cummins, T.: Understanding outcome-based contracts: benefits and risks from the buyers’ and sellers’ perspective, Journal of Strategic Contracting and Negotiation, 2(1-2), pp. 128-149.  

  • Ommen, N./Blut, M./Backhaus, C./Woisetschläger, D. M. (2016): Toward a better understanding of stakeholder participation in the service innovation process: More than one path to success, Journal of Business Research, 69(7), pp. 2409-2416.
  • Blut M./Evanschitzky, H./Backhaus, C./Rudd, J./Marck M. (2016): Securing Business-to-Business Relationships: The Impact of Switching Costs. Industrial Marketing Management, 52(1), pp. 82-90.
  • Woisetschläger, D./Hanning, D./Backhaus, C. (2016): Why Frontline Employees Engage As Idea Collectors – An Assessment of Underlying Motives and Critical Success Factors. Industrial Marketing Management, 52(1), pp. 109-116. 
  • Evanschitzky, H./Caemmerer, B./Backhaus, C. (2016): The Franchise Dilemma: Entrepreneurial Orientation, Relational Contracting, and Opportunism in Hybrid Governance, Journal of Small Business Management, 54(1), pp. 279-298. 
  • Woisetschläger, David M./Haselhoff, V. M./Backhaus, C. (2014): The Name Remains the Same for Fans” – Why Fans Oppose Naming Right Sponsorships, European Journal of Marketing, 48 (7/8), pp. 1487-1510. 
  • Albrecht, C.-M./Backhaus, C./Gurzki, H./Woisetschläger, D. (2013): Drivers of Brand Extension Success: What Really Matters for Luxury Brands, Psychology & Marketing, Vol. 30 (8), pp. 647-659. 
  • Albrecht, C.-M./Backhaus, C./Gurzki, H./Woisetschläger, D. (2013): Value creation for luxury brands through brand extensions: An investigation of forward and reciprocal effects. Marketing ZFP – Journal of Research and Management, 35, pp. 91-103.
  • Evanschitzky, H./Ramaseshan, B./Woisetschläger, D./Richelsen, V./Blut, M./ Backhaus, C. (2012): Consequences of Customer Loyalty to the Loyalty Program and to the Company, in: Journal of the Academy of Marketing Science, Vol. 40, pp. 625-638. 
  • Blut, M./Backhaus, C./Heussler, T./Woisetschläger, D./Evanschitzky, H./Ahlert, D. (2011): What to Expect after the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships, in: Journal of Retailing, Vol. 87, Issue 3, pp. 306-319.