Michael Paul studied Business Administration at Leibniz 伟德国际_伟德国际1946$娱乐app游戏 of Hanover, Dublin City 伟德国际_伟德国际1946$娱乐app游戏 Business School, and the Department of Journalism and Communication Research, Hanover, focusing on marketing, international economics, and media research. After completing his doctoral thesis at Bauhaus-伟德国际_伟德国际1946$娱乐app游戏 of Weimar, he was Post-Doc and Acting Professor for Marketing and 伟德国际_伟德国际1946$娱乐app游戏ia at the Faculty of 伟德国际_伟德国际1946$娱乐app游戏ia at Bauhaus-伟德国际_伟德国际1946$娱乐app游戏 of Weimar and Junior Professor for Marketing at the Westf?lische Wilhelms-伟德国际_伟德国际1946$娱乐app游戏 of Münster.

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Since October 2012, he holds the Chair for Value Based Marketing at 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg. His primary research and teaching interests are brand management, corporate sociopolitical activism, customer experience management, digital/new media marketing, marketing research, services marketing, and value based marketing. His work has repeatedly received awards and has been accepted for publication by leading international journals.?He is a member of the Working Group Social Resilience at the 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg.?He is Vice Dean of the Faculty of Business and Economics.

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For more information see: XING | LinkedIn

Journal Articles

Kleine, Janina, Nico Friederich, and Michael Paul (2023):?Celebrity Endorser Scandals and Competitor Firm Value, in: Journal of Advertising (forthcoming). [ Download]

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Gahler, Markus, Jan F. Klein, and Michael Paul (2023): Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments, in: Journal of Service Research, 26 (2), 191–211. [ Download]

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Lechner, Andreas T., Frank Mathmann, and Michael Paul (2022): Frontline Employees’ Display of Fake Smiles and Angry Faces: When and Why They Influence Service Performance, in: Journal of Service Research, 25 (2), 211-226. [ Download]

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Bruder, Maximilian,?Andreas T. Lechner, and Michael Paul (2021):?Toward Holistic Frontline Employee Management: An Investigation of the Interplay of Positive Emotion Displays and Dress Color, in: Psychology & Marketing, 38, 2089–2101. [ Download]

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Kralj, Sonja N., Andreas T. Lechner, and Michael Paul (2019): Subtle but Spotted? Influencing Factors of Customer-Perceived Weight Discrimination, in: Journal of Services Marketing, 33 (5),?532-546. [ Download]

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Lechner, Andreas T. and Michael Paul (2019): Is this Smile for Real? The Role of Affect and Thinking Style in Customer Perceptions of Frontline Employee Emotion Authenticity, in: Journal of Business Research, 94 (1), 195-208. [ Download]

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Marchand, André, Michael Paul, Thorsten Hennig-Thurau, and Georg Puchner (2017): How Gifts Influence Relationships with Service Customers and Financial Outcomes for Firms, in: Journal of Service Research, 20 (2), 105-119.?[ Download]

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Vogel, Julia and Michael Paul (2015): One Firm, One Product, Two Prices: Channel-Based Price Differentiation and Customer Retention, in: Journal of Retailing and Consumer Services, 27 (1), 126-139.?[ Download]

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Emrich, Oliver, Michael Paul, and Thomas Rudolph (2015): Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type, in: Journal of Retailing, 91 (2), 326-342.?[ Download]?

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Paul, Michael, Thorsten Hennig-Thurau, and Markus Groth (2015): Tightening or Loosening the “Iron Cage”? The Impact of Formal and Informal Display Controls on Service Customers, in: Journal of Business Research, 68 (5), 1062–1073.?[ Download]

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Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2009): Toward a Theory of Repeat Purchase Drivers for Consumer Services, in: Journal of the Academy of Marketing Science, 37 (2), 215-237.?[ Download]

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Hennig-Thurau, Thorsten and Michael Paul (2007): Can Economic Bonus Programs Jeopardize Service Relationships?, in: Service Business. An International Journal, 1 (2), 159-175.?[ Download]

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Hennig-Thurau, Thorsten, Markus Groth, Michael Paul, and Dwayne D. Gremler (2006): Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships, in: Journal of Marketing, 70 (3), 58-73.?[ Download]

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Hennig-Thurau, Thorsten, Kevin P. Gwinner, Dwayne D. Gremler, and Michael Paul (2005): Managing Service Relationships in a Global Economy: Exploring the Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers, in: Advances in International Marketing, 15 (1), 11-31.?[ Download]

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Working Papers

Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: Marketing Science Institute Working Paper Series 2019, Report No. 19-119, 1-53. [ Download]

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Conference Papers

Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023): Segmenting Consumers Based on Subjective Utilities: How to Promote Climate-Friendly Consumer Behaviors Across Countries, in: QUIS18 Conference, Hanoi, VNM.

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Saborowski, Katharina and Michael Paul (2023): Supporting Climate-Friendly Consumer Decisions: A Utility-Based Decision Support Approach, in QUIS18 Conference, Hanoi, VNM.

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Skamel, Janne G., Maximilian Bruder, and Michael Paul (2023): Corporate Sociopolitical Activism Strategies and their Effects on Consumer Attitudes, in: QUIS18 Conference, Hanoi, VNM.?

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Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023):?A Cross-Country Utility-Based Market Segmentation of Climate-Friendly Actions, in Research Innovations in Sustainable Marketing 2023, Hawaii, USA. [ Download]

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Bruder, Maximilian and Michael Paul (2022): What`s the Sound of Your Brand? Development and Validation of a Voice Typology, in?2022 AMA Summer Academic Conference, Chicago, IL, USA.

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Bruder, Maximilian?and Michael Paul (2022): Voice Types and Their Influence on Marketing Outcomes, in 30th Frontiers in Service Conference, Babson Park, USA.

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Kleine, Janina and Michael Paul (2022): Offsetting Low Online Prices with Communication! The Effect of Relational Model Appeals to Counter Competitive Showrooming., in 30th Frontiers in Service Conference, Babson Park, USA.

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Saborowski, Katharina and Michael Paul (2022): Promoting Climate-Friendly Consumer Behaviors with Minimal “Pain”: A Cross-Country Utility-Based Market Segmentation Approach, in 30th Frontiers in Service Conference, Babson Park, USA.

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Bruder, Maximilian and Michael Paul (2022): Voice Types and Their Effects on Brand Personality Perceptions, in 12th SERVSIG Conference, Glasgow, UK.

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Kleine, Janina and Michael Paul (2022): Can Communication Offset Low Online Prices? The Use of Relational Model Appeals to Prevent Showrooming., in 12th SERVSIG Conference, Glasgow, UK.

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Saborowski, Katharina and Michael Paul (2022): A Cross-Country Utility-Based Market Segmentation for Promoting the Most Effective Climate-Friendly Consumer Behaviors, in 12th SERVSIG Conference, Glasgow, UK.

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Bruder, Maximilian and Michael Paul (2022): The Development of a Typology for Voices in Marketing Communications, in: 51th EMAC Conference, Budapest, HUN.?

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Bruder, Maximilian?and Michael Paul (2022): Voices of Marketing Communications: Exploratory Development and Validation of a Voice Typology, in: 2022 AMA Winter Academic Conference, Las Vegas, NV. [??Download]

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Kleine, Janina and Michael Paul (2022): What About Relational Models? The Effect of Relational Model Appeals on Showrooming Intentions., in: 2022 AMA Winter Academic Conference, Las Vegas, NV. [ Download]

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Bruder, Maximilian and Michael Paul (2022):?The Development and Examination of a Voice Typology, in: QUIS17 Conference, Valencia, S.

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Kleine, Janina and Michael Paul (2022):?Can Communication Offset Low Online Prices? The Use of Relational Model Appeals to Prevent Showrooming, in: QUIS17 Conference, Valencia, S.

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Maximilian Bruder and Michael Paul (2021):?When Brands Start Talking: The Role of Voice and Speech in Brand Perception, in: 28th Frontiers in Service Conference,?Philadelphia, PA.

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Kleine, Janina and Michael Paul (2021): The Effect of Communication Appeals on Consumers' Showrooming Decisions, in: 29th Frontiers in Service Conference, Philadelphia, USA.

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Kralj, Sonja N. and Michael Paul (2021): The Impact of Societal Conditions on Migrants’ Consumer Acculturation Prospects, in 52^nd ACR Conference. [ Download ]

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Kralj, Sonja N. and Michael Paul (2021): The Dynamics of Repatriate Consumer Acculturation, in: 2021 AMA Winter Academic Conference. [ Download ]

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Maximilian Bruder and Michael Paul (2020): The Impact of Voice and Speech on Brand Personality Perceptions, in: 11th SERVSIG Conference, Brisbane, AU. [ Download]

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Kleine, Janina and Michael Paul (2020): Why Don’t Consumers Competitively Showroom?, in: 11th SERVSIG Conference, Brisbane, AU. [ Download]

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Kralj, Sonja N. and Michael Paul (2020): Familiar Foreigners? Collective Consumer Identity (De)Legitimation Dynamics in the Case of Repatriate Migrants, in: 51^st ACR Conference, virtual format. [ Download ]

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Kralj, Sonja N. and Michael Paul (2020): (Il)Legitimate in the Homeland? The Co-Construction of a Collective Consumer Identity of Repatriate Migrants, in: Georgios Patsiaouras, James Fitchett and Amanda J. Earley, eds. 16^th Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries, Leicester, UK. [ Download ]

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Kralj, Sonja N. and Michael Paul (2020): Legitimately Illegitimate? Migrants' Consumer Identity in Institutional Complexity, in?Proceedings of the European Marketing Academy, 49^th EMAC Conference. [ Download ]

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Gahler, Markus, Jan F. Klein, and Michael Paul (2020): Measuring Customer Experience with Text-Based and Pictorial Scales, in AMA Winter Academic Conference, San Diego, CA. [ Download ]

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Kralj, Sonja N. and Michael Paul (2019): (Il)Legitimate in the Homeland? Repatriate Migrants’ Consumption in a Complex Institutional Environment, in: 50th ACR Conference, Atlanta, GA. [ Download ]

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Kralj, Sonja N. and Michael Paul (2019): Institutional Complexity in Migrant Consumption, in: 15th CCT Conference, Montréal, CA. [ Download ]

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Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: QUIS16 Conference, Karlstad, SE. [ Download ]

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Kleine, Janina and Michael Paul (2019): Towards a Better Understanding of Competitive Showrooming, in: QUIS16 Conference, Karlstad, SE. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2019): Measuring the Customer Experience: Developing a Textual and Graphical Scale, in: 48th EMAC Conference, Hamburg, GER. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measure of Customer Experience, in: 2018 AMA Summer Academic Conference, Boston, MA. [ Download ] [This paper has won the BEST PAPER IN TRACK AWARD.]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measurement of Customer Experiences along the Customer Journey, in: 10th SERVSIG Conference, Paris, FR. [ Download ] [This paper has won the BEST PAPER AWARD.]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): Measuring the Customer Experience along the Customer Journey: Development of the CX Scale, in: 47th EMAC Conference, Glasgow, UK. [ Download ]

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Hennig-Thurau, Thorsten, Alegra Kaczinski, and Michael Paul (2018): Social 伟德国际_伟德国际1946$娱乐app游戏ia's Coming of Age - The Effects of Social 伟德国际_伟德国际1946$娱乐app游戏ia Marketing Practices on Consumer Mindsets and Firm, in: Marketing Edge Interactive Marketing Research Conference, Amsterdam, NL.

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Gahler, Markus, Michael Paul, Thorsten Hennig-Thurau, and Thomas Rudolph (2017): The Path to Success: Maximizing Customer Equity through Customer Journey Analysis, in: 4th Marketing Edge Summit, New Orleans, LA. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): The CX Scale: Measuring Customer Experiences throughout the Customer Journey, in: 25th International Colloquium on Relationship Marketing, Munich, GER. [ Download ]

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Friederich, Nico and Michael Paul (2017): Celebrity Endorser Scandals: Do They Spill Over to the Sponsor Firms’ Competitors?, in: 46th EMAC Conference, Groningen, NL.?[ Download ]?[This paper has been nominated for the BEST PAPER BASED ON DOCTORAL WORK AWARD.]?

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): Developing a Measurement Scale for the Customer Experience along the Customer Journey, in: 26th Frontiers in Service Conference, New York, NY.?[ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): How to Measure the Customer Experience along the Customer Journey, in: 39th ISMS Marketing Science Conference, Los Angeles, CA, 118.?[ Download ]??

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Lechner, Andreas T. and Michael Paul (2016): On Being Happily Mistaken and Sadly Right: Customer Pre-Consumption Affect as a Moderator of Emotional Labor Perceptions and Service Evaluations, in: 25th Frontiers in Service Conference, Bergen, NOR.?[ Download ]?

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Lechner, Andreas T. and Michael Paul (2016): Do They Always See It, Do They Always Care? Choice and Attentional Resources as Boundary Conditions of Customer Reactions to Frontline Employees’ Emotional Authenticity, in: 2016 AMA Winter Educators? Conference, Las Vegas, NV, K74-K75.?[ Download ]

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Marchand, André, Michael Paul, Thorsten Hennig-Thurau, and Georg Puchner (2016): Affection or Money: What Really Drives Customer Loyalty?, in: 2016 AMA Winter Educators? Conference, Las Vegas, NV, E28.?[ Download ]

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Lechner, Andreas T. and Michael Paul (2015): Is Emotional Authenticity in Service Delivery Always Key to Customer Satisfaction? An Empirical Investigation of Boundary Conditions, in: 24th Frontiers in Service Conference, San José, CA, 159-160.?[ Download ]?

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Germer, Sarah and Michael Paul (2015): Social 伟德国际_伟德国际1946$娱乐app游戏ia Success Factors and Firm Performance, in: 37th ISMS Marketing Science Conference, Baltimore, MD.?[ Download ]

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Vogel, Julia and Michael Paul (2015): Internet Kills the Physical Store? – Empirical Investigation of a Contingency Framework on the Financial Performance of Multi- versus Single-Channel Strategies, in: 44th EMAC Conference, Leuven, BEL, 73.?[ Download ]

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Vogel, Julia and Michael Paul (2015): The Financial Performance of Multichannel versus Pure-Play Retailers: Testing a Contingency Framework, in: Marketing Strategy Meets Wall Street IV, Singapore, SGP.?[ Download ]?

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Beckmann, Julia and Michael Paul (2014): A Theoretical Framework of Multichannel Strategy Success, in: 16th AMS World Marketing Congress, Lima, PER.?[ Download ]

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Beckmann, Julia and Michael Paul (2014): The Success of Multichannel Strategies: Testing A Contingency Framework, in: 36th ISMS Marketing Science Conference, Atlanta, GA.?[ Download ]?

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Emrich, Oliver, Michael Paul, and Thomas Rudolph (2014): Should Retailers Integrate Assortments Across Channels to Drive Customer Loyalty? Insights From 伟德国际_伟德国际1946$娱乐app游戏iating Mechanisms and Moderating Conditions, in: 43rd EMAC Conference, Valencia, ESP, 150.?[ Download ]?

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Beckmann, Julia and Michael Paul (2014): When and How Are Multichannel Strategies Successful? Identification of Strategy Types, Underlying Mechanisms, and Development of a Moderator Framework, in: 2014 AMA Winter Educators? Conference, Orlando, FL, J5-J6.?[ Download ]?

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Beckmann, Julia and Michael Paul (2013): One Retailer, One Product, Two Prices - Effects of Channel-Based Price Differentiation on Customer Retention and Feasibility Conditions, in: 42nd EMAC Conference, Istanbul, TUR, 247.?[ Download ]?

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Voss, Christin, Thorsten Hennig-Thurau, and Michael Paul (2013): Determining Customer Outcomes by Managing Employee Emotional Display: A Multilevel Approach, in: 42nd AMS Conference, Monterey, CA.?[ Download ]?

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Paul, Michael, Thorsten Hennig-Thurau, Caroline Wiertz, and Bjoern Bohnenkamp (2013): What Drives Consumption and Engagement on Online 伟德国际_伟德国际1946$娱乐app游戏ia Sharing Platforms? An Investigation of Youtube, in: 2013 AMA Winter Educators' Conference, Las Vegas, NV, 23-24.?[ Download ]?

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Paul, Michael and Julia Beckmann (2012): The Impact of Channel-Based Price Differentiation on Customers, in: 2012 AMA SERVSIG International Service Research Conference, Helsinki, FIN, 82.?[ Download ]?

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Voss, Christin, Thorsten Hennig-Thurau, and Michael Paul (2012): Optimizing Customer Outcomes by Managing Employee Emotional Display, in: 2012 AMA SERVSIG International Service Research Conference, Helsinki, FIN, 54.?[ Download ]?

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Paul, Michael and Julia Beckmann (2012): Channel-Based Price Differentiation: Does It Affect Customer Retention and Is It Feasible for Mobile Communications Retailer?, in: 2012 AMA Winter Educators? Conference, St. Petersburg, FL, 131-132.?[ Download ]??

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Emrich, Oliver, Michael Paul, and Thomas Rudolph (2011): The Impact of Multichannel Assortment Integration on Customer Choice, in: 2011 AMA Summer Educators? Conference, San Francisco, CA, 326-327.?[ Download ]?

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Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2010): Modeling Optimal Multichannel Strategies in Service Industries, in: 39th EMAC Conference, Copenhagen, DK.?[ Download ]?

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Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2009): Do Relationship Marketing Instruments Really Have an Impact on Service Customers? Insights from a Large-Scale Field Experiment, in: 2009 AMA Summer Educators? Conference, Chicago, IL, 391-392.?[ Download ]?

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Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2009): Modeling the Chain of Effects of Relationship Marketing Instruments on Customer Perceptions and Behaviors, in: QUIS 11 - Services Conference, Ingolstadt, GER.?

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Wiertz, Caroline, Thorsten Hennig-Thurau, Bj?rn Bohnenkamp, and Michael Paul (2009): Demystifying YouTube: An Analysis of the Drivers of User-Generated Online Video Consumption, in: 31th ISMS Marketing Science Conference, Ann Arbor, MI.?

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Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2008): The Impact of Relationship Marketing Actions on Customer Attitudes and Behavior: Insights from a Large-Scale Field Experiment, in: 17th Frontiers in Service Conference, College Park, MD. ?

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Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): How to Allocate Marketing Resources across Multiple Service Channels? A Customer Value Approach, in: 1st Rostock Conference on Service Research, Rostock, GER. [This paper has won the BEST PAPER AWARD.]?

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Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): Using Customer Equity to Determine Optimal Multichannel Strategies, in: 2008 AMA Summer Educators? Conference, San Diego, CA, 443-444.?[ Download ]?

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Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): Identifying the Right Mix of Bricks and Clicks: Customer Equity Maximizing Multichannel Strategies for Service Firms, in: 2008 AMA SERVSIG International Research Conference, Liverpool, UK.

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Hennig-Thurau, Thorsten and Michael Paul (2007): Standardizing the Human Component of Services: The Impact of Service Rules on Customer-Perceived Service Quality and Trust, in: 2007 AMA Summer Educators? Conference, Washington D.C., 20-21.?[ Download ]??

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Hennig-Thurau, Thorsten and Michael Paul (2007): Standardizing Frontline Employee Behavior: The Impact of Aesthetic, Emotional, and Verbal Rules on Service Customers, in: 36th EMAC Conference, Reykjavik, ISL.?[ Download ]?

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Hennig-Thurau, Thorsten and Michael Paul (2006): Jeopardizing Customer Loyalty through Economic Bonus Programs? A Cognitive-Evaluation Theory Perspective of Service Relationships, in: 14th International Colloquium in Relationship Marketing, Leipzig, GER. [This paper has won the BEST PAPER PRESENTATION AWARD.] ?

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Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2006): Toward a Means-End Theory of Service Relationships: Linking Relationship-Driving Benefits with Service Attributes and Motivational Values, in: 2006 AMA Summer Educators? Conference, Chicago, IL, 39-40.?[ Download ]?

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Hennig-Thurau, Thorsten, Markus Groth, Michael Paul, and Dwayne D. Gremler (2005): Not all Smiles Are Created Equal: How Employee-Customer Emotional Contagion Impacts Service Relationships, in: 34nd AMS Conference, Tampa, FL.?

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Hennig-Thurau, Thorsten, Markus Groth, and Michael Paul (2005): Emotional Contagion in Service Delivery: How Employee Emotions Impact Customers, in: 20th Meeting of the Society of Industrial and Organizational Psychology, Los Angeles, CA.?

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Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, and Kevin P. Gwinner (2004): The `Why? of Service Relationships: Applying Means-End Theory to Understand Consumers’ Desire for Relationship Building, in: 13th Frontiers in Service Conference, Miami, FL.

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Books

Paul, Michael (2008): Theoriebildung im Marketing: Das Wiederkaufverhalten bei Dienstleistungen [Theory Building in Marketing: Repeat Purchase of Services], Lohmar-K?ln: Josef Eul Verlag. [ Download]

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Book Chapters

Paul, Michael and Julia Beckmann (2011): Die dunkle Seite des Kundenmanagements: Kundenbindungsprogramme und ihre negativen Auswirkungen auf Fairness und Selbstbestimmung, in: Keuper, Frank and Rainer Mehl (eds.), Customer Management – Vertriebs- und Servicekonzepte der Zukunft, 1st ed., Berlin: Logos, 245–267.?[Download]

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Paul, Michael and Thorsten Hennig-Thurau (2010): Determinanten der Kundenbindung, in: Bruhn, Manfred and Christian Homburg (eds.), Handbuch Kundenbindungsmanagement, 7th ed., Wiesbaden: Gabler, 81-109.?[Download]?

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Hennig-Thurau, Thorsten and Michael Paul (2007): Mitarbeiteremotionen als Steuerungsgr??e des Dienstleistungserfolges, in: Gouthier, Matthias H. J., Christian Coenen, Henning S. Schulze and Christoph Wegmann (eds.), Service Excellence als Impulsgeber. Strategien - Management - Innovationen - Branchen, 1st ed., Wiesbaden: Gabler, 363-382.?[Download]

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Other Research Publications

Gahler, Markus, Jan F. Klein, and Michael Paul (2021): Customer-Experience-Tracking im Handel - ????? Echtzeitmessungen wirksam implementieren ?? , in: Marketing Review St. Gallen, 5 (2021), S. 18-25. [ Download ]

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Beckmann, Julia and Michael Paul (2012): "Das ist nicht fair!" - Wenn Kundenbindungsprogramme die Beziehung zu Kunden zerst?ren, in: Business + Innovation – Steinbeis Executive Magazin, 3 (1), 8-16.?[Download]

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