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Personal profile


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 and industry associations such as Allianz SE, IACCM, 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.

Research Interests

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


  • 2018: Senior Fellow of The Higher Education Academy.
  • 2008: PhD in Business Administration, University of Muenster.
  • 2005: MA equivalent (Diplom-Kaufmann), University of Muenster.


  • since 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

Teaching Activity

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

PhD Supervision

  • 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)

Funding Applications and Awards

  • 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 – 08/2016: Fleets 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 Braunschweig): 220,000 €

Contact Details

Phone number:  +44 (0)121 204 3017 
Room: ABS 238

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Research Output

The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective

Tibrewal, A., de Jong, A., Parkes, G., Haji, I. & Backhaus, C., 14 Oct 2019, 42nd Annual Conference of the Institute for Small Business and Entreprenuership. ISBE, 147

Research output: Chapter in Book/Report/Conference proceedingConference contribution

  • The Promise and Perils of Sensitive Consumer Data: A Relational Exchange Perspective

    Haji, I., Dose, D. & Backhaus, C., 2 Apr 2018.

    Research output: Contribution to conferencePaper

  • The Role of Fan Benefits in Shaping Responses to Sponsorship Activation

    Dreisbach, J., Woisetschläger, D. M., Backhaus, C. & Cornwell, T. B., 30 Nov 2018, In : Journal of Business Research.

    Research output: Contribution to journalArticle

  • Acceptance of smartphone-based mobile shopping: mobile benefits, customer characteristics, perceived risks and the impact of application context

    Hubert, M., Blut, M., Brock, C., Backhaus, C. & Eberhardt, T., Feb 2017, In : Psychology and Marketing. 34, 2, p. 175-194 20 p.

    Research output: Contribution to journalArticle

    Open Access
  • Activities

    • 2 Invited talk

    Industry and Parliament Trust Dinner Discussion

    Christof Backhaus (Speaker)
    29 Apr 2019

    Activity: Talk or presentation typesInvited talk