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Brittney Bauer

Assistant Professor, Marketing; Director, Quinlan School of Business Behavioral Lab

Dr. Bauer is an Assistant Professor of Marketing in the Quinlan School of Business at Loyola University Chicago. She earned her dual Ph.D. in marketing and international business from Saint Louis University in 2019. Furthermore, she received a Certificate for University Teaching Skills from the Center of Teaching Excellence and a Research Methods Minor during her doctoral studies.

Dr. Bauer is the Director of the Quinlan School of Business Behavioral Lab (QuinLab), where she is responsible for designating the policies, procedures, and research studies that are conducted in the lab. Her major research interests are centered on consumer behavior and international marketing. In particular, she is interested in understanding consumer psychological attachments and social judgements, and how marketing communications can speak directly to these perceptions. She frequently explores these topics within various contexts, such as how they manifest in consumer-brand relationships, gender, culture, stereotyping, and celebrity endorsements.

Her work has been published in well-respected journals such as the International Journal of Research in Marketing, European Journal of Marketing, International Marketing Review, Journal of Advertising, Psychology & Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Product & Brand Management, Academy of Management Perspectives, and Organizational Psychology Review. Dr. Bauer has an extensive research pipeline currently under review at top marketing and international business journals, and her work has also been noted in the media. She is an editorial review board member and ad-hoc reviewer for various academic journals. Moreover, Dr. Bauer is an active member of the American Marketing Association, Academy of Marketing Science, and Academy of International Business, and has performed various leadership roles for their respective annual meetings. She has also earned several Best Reviewer and Best Paper Awards at these national and international conferences.

Dr. Bauer worked in the field of marketing for a few years before deciding to pursue a vocation in academia. During the practitioner period of her career, she created and managed multiple marketing campaigns for organizations in the sports industry, as well as launched and maintained their social media presences. Prior to that, she worked on an international consulting team that crafted an Israeli firm’s market expansion plan. This included formulating a new international approach for targeting the small donor population, designing content for an integrated online presence, and creating promotions to augment the current donor-organization relationship and enhance donor loyalty. Her managerial and personal international experiences contributed significantly to her pursuit of a doctoral degree in marketing and international business. Furthermore, this also motivates the relevance of her research for practitioners and allows her to provide valuable real-world insights in the classroom.

Education

  • PhD, Marketing & International Business, Saint Louis University
  • International MBA, University of Denver 
  • BA, Business Administration, Ball State University, Summa Cum Laude

Research Interests

  • Consumer Behavior & International Marketing
  • Psychological Attachments (e.g., Consumer-Brand Relationships)
  • Social Judgments (e.g., Gender, Culture, & Stereotyping)
  • Marketing Communications (e.g., Celebrity Endorsements, Advertising)

Professional/Community Affiliations

Leadership:

  • Program Chair, Academy of International Business – US Southeast Chapter (2024–present)
  • Executive Board Member, Academy of International Business – US Southeast Chapter (2022–present)
  • Editorial Review Board Member, Journal of Advertising (2022–present)
  • Editorial Review Board Member, Journal of International Marketing (2021–present)
  • Marketing Director, Academy of International Business – US Southeast Chapter (2022–24)

Membership:

  • Academy of Marketing Science (AMS)
  • American Marketing Association (AMA)
  • American Marketing Association – Special Interest Group: Global Marketing (AMA-GMSIG)
  • Academy of International Business (AIB)

Courses Taught

  • Research, Insights, & Storytelling (Graduate)
  • Fundamentals of Marketing (Undergraduate)
  • International Marketing (Undergraduate)
  • Integrated Marketing Communications (Undergraduate)

Publications/Research Listings

Selected Publications

Bauer, B. (Forthcoming) Competing construals in advertising: The central role of feeling closer to the brand versus closer to other brand users. European Journal of Marketing.

Bauer, B. & Johnson, C. (2024) Joint advertising: The impact of domestic, foreign, and global partners on cognitive fit. International Marketing Review, 41(3/4), 767-805. https://www.emerald.com/insight/content/doi/10.1108/IMR-04-2023-0082/full/html

Maertz, C., Johnson, C., & Bauer, B. (2024) An inconvenient truth about ‘bundling’ commitment, engagement, & embeddedness: Unbundling to extend theory on turnover motivations and beyond. Organizational Psychology Review, 1-26. https://journals.sagepub.com/doi/abs/10.1177/20413866241245310

Bauer, B., Carlson, B., & Arnold, M. (2023) Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships. Psychology & Marketing, 40, 2539-2558. https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21901

Bauer, B. (2023). Strong versus weak consumer-brand relationships: Matching psychological sense of brand community and type of advertising appeal. Psychology & Marketing, 40, 791-810. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21784

Bauer, B. & Johnson, C. (2023). I thought my idea to use your idea was a great idea: Inadvertent plagiarism in marketing. Journal of Advertising, 52(2), 300-309. https://www.tandfonline.com/doi/abs/10.1080/00913367.2021.2000525

Johnson, C., Bauer, B., & Arnold, M. (2022). The effect of brand crises on endorser reputation and endorsement portfolios. Psychology & Marketing, 39(7), 1385-1397.

Bauer, B., Carlson, B., & Johnson, C. (2022). The match-up hypothesis revisited: Matching social judgments and advertising messaging in celebrity endorsements. European Journal of Marketing, 56(3), 869-898.

Johnson, C., Bauer, B., & Carlson, B. (2022). Constituency building: Determining consumers’ willingness to participate in corporate political activities. International Journal of Research in Marketing, 39(1), 42-57.

Johnson, C., Bauer, B., Kelting, K., Jankuhn, N., & Sim, W. (2021). Location, location… mailing location? The impact of address as a signal. Journal of Business Research, 128, 326-337.

Johnson, C., Bauer, B., & Niederman, F. (2021). The automation of management and business science. Academy of Management Perspectives, 35(2), 1-18.

Carlson, B., Donavan, T., Deitz, G., Bauer, B., & Lala V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221-235.

Johnson, C., Bauer B., & Singh, N. (2020). Exploring flow in the mobile interface context. Journal of Retailing and Consumer Services, 53.

Johnson, C., Bauer, B., Ascencio, C., & Kuang, Y. (2019). Priming from the pulpit: Extending regulatory focus theory to faith-based services. Nonprofit Management & Leadership, 29(3), 437-447.

Bauer, B. C., Johnson, C. D., & Singh, N. (2018). Place-brand stereotypes: Does stereotype-consistent messaging matter?. Journal of Product & Brand Management, 27(7), 754-76.

Practitioner Articles

Bauer, B., Powell, E., & Baum, N. (Forthcoming) The hazards of habituation in healthcare: Are we too content at being complacent? Healthcare Administration Leadership & Management Journal.

Baum, N., Bauer, B., & Powell, E. (2024). Panic buying pandemonium: The bandwagon effect and healthcare implications. Physician Leadership Journal, Mar-Apr Issue, 36-40.

Baum, N., Bauer, B., & Powell, E. (2023) The paradox of choice in healthcare: Treating decision paralysis. Healthcare Administration Leadership & Management Journal, Nov/Dec Issue.

Bauer, B. & Baum, N. (2022). Doctors’ mental health: If we wait, it may be too late. Journal of Medical Practice Management, 37(5) Mar/Apr Issue, 253-255.

Bauer, B. & Baum, N. (2022). Cultural competency in healthcare. Physician Leadership Journal, Jan/Feb Issue, 52-57.

Awards

  • Jay Lindquist Best Paper Award, Academy of Marketing Science – World Marketing Congress (2024)
  • John V. Conner Endowed Professorship, Loyola University New Orleans (2022-2023)
  • Chase Minority Entrepreneurship Distinguished Professorship, Loyola University New Orleans (2019-2023)
  • Outstanding Research Award, College of Business, Loyola University New Orleans (2023)
  • College of Business Research Grant, Loyola University New Orleans (2022)
  • Outstanding Research Award, College of Business, Loyola University New Orleans (2022)
  • University Teaching Award, Loyola University New Orleans (2022)
  • College of Business Research Grant, Loyola University New Orleans (2021)
  • Outstanding Research Award, College of Business, Loyola University New Orleans (2021)
  • Gamma Phi Beta’s Strong Woman Award, Loyola University New Orleans (2021)
  • Outstanding Reviewer Award, Journal of International Marketing (2021)
  • Best Paper Award, Academy of International Business – US Southeast Chapter (2021)
  • Outstanding Research Award, College of Business, Loyola University New Orleans (2020)
  • Best Reviewer Award, Academy of International Business (2020)
  • Best Reviewer Award, Academy of International Business – US Southeast Chapter (2019)
  • Best Reviewer Award, Academy of International Business (2018)
  • Richard A. Chaifetz School of Business Ph.D. Alumni Travel Fellowship (2018)