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Brittney Bauer

Assistant Professor of Marketing; Director, Quinlan Behavioral Lab (QuinLab)

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 research utilizes cognitive and social psychology to study consumer and cross-cultural consumer behavior through experimental research methods. In particular, her work specializes in understanding consumer social judgements and psychological attachments, and how marketing communication strategies can speak directly to these diverging perceptions. She frequently explores these topics within various marketing contexts, such as how they manifest with regard to perceptions of gender, culture, stereotyping, consumer-brand relationships, celebrity endorsements, and advertising.

Her work has been published in well-respected journals such as the International Journal of Research in Marketing, European Journal of Marketing, Journal of Advertising, Psychology & Marketing, International Marketing Review, 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 Employment

  • Director of Quinlan School of Business Behavioral Lab, Loyola University Chicago (2023–present)
  • Assistant Professor of Marketing, Quinlan School of Business, Loyola University Chicago (2023–present)
  • Assistant Professor of Marketing, College of Business, Loyola University New Orleans (2019–23)
  • Marketing Instructor, Richard A. Chaifetz School of Business, Saint Louis University (2017–19)

Professional/Community Affiliations

Leadership:
  • Editorial Review Board Member, Journal of Advertising (2022–present)
  • Editorial Review Board Member, Journal of International Marketing (2021–present)
  • Executive Board Member, Academy of International Business – US Southeast Chapter (2022–present)
  • Conference Chair, Academy of International Business – US Southeast Chapter (2024–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., & Johnson, C. (2025) Sharing the spotlight: Understanding consumer response to joint advertising. Journal of Advertising, 1-22.
https://doi.org/10.1080/00913367.2025.2510232
Bauer, B. (2024) Competing construals in advertising: The central role of feeling closer to the brand versus closer to other brand users. European Journal of Marketing.
https://doi.org/10.1108/EJM-10-2022-0755
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.
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. (2024) 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). Cultural competency in healthcare. Physician Leadership Journal, Jan/Feb Issue, 52-57.
Edited Books
Bauer, B., & Mills, A. (2025). The communal consumption experience: Rituals, exchange, and the business of connection. Routledge. [HBK 978-1-041-04888-6/PBK 978-1-041-04889-3/eBook 978-1-003-63043-2]

Awards

  • Summer Research Stipend, Loyola University Chicago (2025)
  • Jay Lindquist Best Paper Award, Academy of Marketing Science – World Marketing Congress (2024)
  • John V. Conner Endowed Professorship, Loyola University New Orleans (2022-23)
  • Chase Minority Entrepreneurship Distinguished Professorship, Loyola University New Orleans (2019-23)
  • 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)