Dr Clara KOETZ

Assistant Professor

Department: Marketing

Nationalities:

Expertise liée aux objectifs de développement durable des Nations unies :

UN Sustainable logo 12

Teaching

  • Omni-channel Consumer Behavior
  • International Consumer Behavior

Qualifications

  • Specialist in Marketing, Superior School of Marketing and Advertising, Brazil.
  • Doctorate, Université de Rennes 1, France, in double degree with Federal University of Rio Grande do Sul, Brazil, 2011
  • Master of Business Administration, Federal University of Rio Grande do Sul, Brazil, 2004

Research Interest

  • Consumer emotions
  • Social influence
  • Customer experience

Work Experience

Academic

  • Assistant professor, Rennes School of Business (2013 – Present); Programme Manager, MSc in International Communication and Digital Marketing (2016 – September 2021)
  • Professor, Universidade de Santa Cruz do Sul (August, 2011 – December, 2012).
  • Professor, Universidade Feevale (February, 2003 – July, 2008).

Intellectual contributions

Refereed Articles

  • Sheila Matson-Barkat, Petya Puncheva-Michelotti, Clara Koetz, Sophie Hennekam, 2022, Destigmatisation through social sharing of emotions and empowerment: The case of disabled athletes and consumers of disability sports, Journal of Business Research, Volume 149, pp 77-84
  • Clara Koetz, 2019, Managing the customer experience: a beauty retailer deploys all tactics, Journal of Business Strategy, Emerald, 40 (1), pp.10-17
  • Koetz, Clara, Pizzutti dos Santos, Cristiane, Cliquet, Gerard, 2017, Advertising Spending, Mood and Quality Information on Quality Perception, Managerial and Decision Economics.
  • Koetz, Clara, Tankersley, John, D, 2016, Nostalgia in On-line Brand Communities, Journal of Business Strategy
  • Wegner, Douglas, Koetz, Clara, 2016, The Influence of Network Governance Mechanisms on the Performance of Small Firms, International Journal of Entrepreneurship and Small Business
  • Wegner, Douglas , Rejane Alievi, Clara Koetz, and Derli Angnes, 2014, O Dilema do Arranjo Produtivo Local do Tabaco no Vale do Rio Pardo, Revista Alcance.
  • Wegner, Douglas, Koetz, Clara, Wilk, Eduardo, 2013, Social capital in Brazilian small-firm networks: the influence on business performance, International Journal of Entrepreneurship and Small Business.
  • Koetz, Clara , Douglas Wegner, and Carin Koetz, 2013, Imagem e Posicionamento – O Caso das Faculdades Integradas do Paraná (FIP), Revista Economia e Gestao
  • Koetz, C. I., Koetz, C. M, 2012, A Lógica Dominante de Serviço em Marketing Um Novo Paradigma? Estudos do CEPE, Revista de Economia e Administração
  • Koetz, C. M., Koetz, C. I., Marcon, R., 2011, A Influência do Incentivo no Comportamento Oportunista de Risco Moral: Uma Análise Experimental, Gestão.Org, v. 9, p. 615-639.
  • Terres, M. S., Koetz, C. I., Santos, C. P., Caten, C., 2010, O Papel da Confiança na Marca na Intenção de Adoção de Novas Tecnologias em Trocas Business-to-Consumer, Revista de Administração e Inovação
  • Koetz, C. I., Kopschina, L. C. Y., Santos, C. P, 2010, A Sinalização da Qualidade por meio da Propaganda – Proposições de Pesquisa, Implicações Gerenciais e Direções Futuras, Revista Alcance, v.17, p.265-277.
  • Koetz, C. I., Santos, C. P., Kopschina, L. C. Y, 2009, A Sinalização da Qualidade nos Serviços, Revista de Gestão USP

 

Refereed Proceedings

  • Clara Koetz, Ozlem Ozkok, Sarah Hudson. The human-digital human customer experience: Suspension of disbelief, emotions and relationships. AIRSI 2024 The Metaverse Conference. Zaragoza, Spain, 9-13 June 2024
  • Clara Koetz, Ozlem Ozkok, Sarah Hudson. Emotional Experiences with Digital Humans and Consumers’ Well-Being. La Londe conference 2024 – 18th international research conference in service management, Porquerolles, France, 18-25 Mai 2024
  • Koetz Clara,  Ozkok, Ozlem, Hudson Sarah. The role of AI-mediated relationships in emotional experience and well-being. Association for Consumer Research conference, Seattle, USA, 26-29 Octobre 2023
  • Sarah Hudson, Clara Koetz, 2023, The influence of formal and informal ethical systems on employee’s unethical behavior: A comparison between United States and Brazil, 39th EGOS, Cagliari, Italy, 6-9 July 2023.
  • Sheila Matson-Barkat,Petya Puncheva, Clara Koetz and Sophie Hennekam, 2022, Emotional identities as new connectors in disability advertising, IDCD Interdiciplinary conference on disability and consumption, Annecy, France, 25 March 2022
  • Matson, Sheila, Petya Puncheva, Clara Koetz, and Sophie Hennekam, 2022, Emotions as Drivers of Empowerment and Destigmatization, Disability Sport, Association for Consumer Research 2022, Denver, 20-24 October 2022
  • Koetz, C., Tanja Mlinar and Vladan Mlinar, 2020, Evidence Structure of the Emotional Content in Online Customer Reviews, 5th Colloquium on European Research in Retailing, Valencia, Spain, 1-2 September 2020.
  • Clara Koetz and Anke Piepenbrink, 2018, Social Sharing of Negative Emotions in Virtual Travel Communities, NA – Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 656-656
  • Fernanda Scherer, Cristiane Pizzutti, and Clara Koetz, 2017, 14-N: the Effect of Public Commitment in Consumers’ Satisfaction, in NA – Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 656-656
  • Clara Koetz and Renaud MacGilchrist, 2016, The Emotional Dynamics in Online Customer Reviews, NA – Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 743-743
  • Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet, 2014, Advertising Signaling through the Consumer’s Information Processing Perspective, Global Marketing Conference.
  • Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli, and Larissa Becker, 2013, Signaling through the Servicescape, SABE/IAREP/ICABEEP 2013 Conference.
  • Koetz, Clara, Douglas Wegner, Eduardo Wilk, and Antonio Padula, 2012, The Influence of Social Capital on Business Performance, 38th Annual Conference of the European International Business Academy.
  • Koetz, Clara, Douglas Wegner, and Eduardo Wilk, 2012, A Influencia da Governanca Formal de Redes Interorganizacionais (RIOs) no Desempenho das Empresas Participantes, Encontro Nacional da ANPAS 2012
  • Koetz, Clara , Cristiane Pizzutti dos Santos, and Gerard Cliquet, 2011, The role of Affect and Gender in the Evaluation of New Products in Advertising Signaling Processes, 2011 AMS World Marketing Congress
  • Koetz, Clara and Carin Costa, 2010, Penso, (Sinto) e Julgo – O Papel da Emocao na Avalicao de Novos Produtos em Processos de sianlizacao da Qualidade por meio da Propaganda, Encontro de Marketing da ANPAD 2010
  • Koetz, Clara, 2009, A Influencia das Emocoes na Percepcao do Sinal de Qualidade Emitido por meio das Variaveis de Marketing, Encontro da ANPAD 2009
  • Koetz, Clara, Carin Costa, Luis Kopschina, and Roselene Marcon, 2009, O Dinheiro Aumenta o Comportamento Oportunista? Uma Analise Experimental da Influencia doTipo de Incentivo na Intencao de Risco Moral, XII SEMEAD – Seminarios em Administracao FEA/USP 2009.
  • Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos, and Carlla Caten, 2009, O Papel da Confianca na Marca na Intencao de Adocao de Novas Tecnologias em Trocas Business-to-Consumers, Encontro Nacional da ANPAD 2009
  • Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina, 2008, A Sinalizacao da Qualidade por meio da Propaganda – Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras, Ent\contro de Marketing da ANPAD 2008.
  • Koetz, Clara, Ricardo Costa, Mellina Terres, Denise Alves, & Felipe Fehse, 2008, A Influencia da Confianca na Marca na Intencao de Adocao de uma Nova Tecnologia, Marketing da ANPAD 2008
  • Koetz, Clara, Cristiane Pizzutti dos Santos, and Luis Kopschina, 2008, A Sinalizacao da Qualidade por meio da Propaganda – Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras, Encontro de Marketing da ANPAD 2008 (EMA 2008)

Non-Refereed Proceedings

  • Koetz, Clara and Carin Costa, 2008, Analise de Websites de empresas sob a Otica do Valor para o Consumidor, Simposio de Administracao UNIVALI.

Presentations of Refereed Papers International

  • Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet, 2014, Advertising Signaling through the Consumer’s Information Processing Perspective, Global Marketing Conference.
  • Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli and Larissa Becker, 2013, Signaling through the Servicescape, SABE/IAREP/ICABEEP 2013 Conference
  • Koetz, Clara, Douglas Wegner, Eduardo Wilk and Antonio Padula, 2012, The Influence of Social Capital on Business Performance, 38th Annual Conference of the European International Business Academy.
  • Koetz, Clara, Cristiane Pizzutti dos Santos, and Gerard Cliquet, 2011, The role of Affect and Gender in the Evaluation of New Products in Advertising Signaling Processes, 2011 AMS World Marketing Congress, Reims, France.
  • Koetz, Clara, 2009, A Influencia das Emocoes na Percepcao do Sinal de Qualidade Emitido por meio das Variaveis de Marketing, Encontro da ANPAD 2009 (EnANPAD 2009), Sao Paulo, Brazil.
  • Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos and Carla Caten, 2009, O Papel da Confianca na Marca na Intencao de Adocao de Novas Tecnologias, Encontro da ANPAD 2009.

Presentations of Refereed Papers National

  • Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina, 2008, A Sinalizacao da Qualidade por meio da Propaganda – Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras, Ent\contro de Marketing da ANPAD 2008