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
Managing the customer experience: a beauty retailer deploys all tactics
Auteurs :Clara Koetz Publié dans :Journal of Business Strategy, Emerald, 40 (1), pp.10-17 Date :2019
Advertising Spending, Mood and Quality Information on Quality Perception.
Auteurs :Koetz, Clara, Pizzutti dos Santos, Cristiane, Cliquet, Gerard Publié dans :Managerial and Decision Economics Date :2017
Nostalgia in On-line Brand Communities
Auteurs :Koetz, Clara, Tankersley, John, D Publié dans :Journal of Business Strategy Date :2016
The Influence of Network Governance Mechanisms on the Performance of Small Firms
Auteurs :Wegner, Douglas, Koetz, Clara Publié dans :International Journal of Entrepreneurship and Small Business Date :2016
O Dilema do Arranjo Produtivo Local do Tabaco no Vale do Rio Pardo.
Auteurs :Wegner, Douglas , Rejane Alievi, Clara Koetz, and Derli Angnes Publié dans :Revista Alcance Date :2014
Social capital in Brazilian small-firm networks: the influence on business performance.
Auteurs :Wegner, Douglas, Koetz, Clara, Wilk, Eduardo Publié dans :International Journal of Entrepreneurship and Small Business Date :2013
Imagem e Posicionamento - O Caso das Faculdades Integradas do Paraná (FIP)
Auteurs :Koetz, Clara , Douglas Wegner, and Carin Koetz Publié dans :Revista Economia e Gestao Date :2013
A Lógica Dominante de Serviço em Marketing Um Novo Paradigma? Estudos do CEPE
Auteurs :Koetz, C. I., Koetz, C. M Publié dans :Revista de Economia e Administração Date :2012
A Influência do Incentivo no Comportamento Oportunista de Risco Moral: Uma Análise Experimental.
Auteurs :Koetz, C. M., Koetz, C. I., Marcon, R. Publié dans :Gestão.Org, v. 9, p. 615-639. Date :2011
O Papel da Confiança na Marca na Intenção de Adoção de Novas Tecnologias em Trocas Business-to-Consumer.
Auteurs :erres, M. S., Koetz, C. I., Santos, C. P., Caten, C. Publié dans :Revista de Administração e Inovação Date :2010
A Sinalização da Qualidade por meio da Propaganda – Proposições de Pesquisa, Implicações Gerenciais e Direções Futuras.
Auteurs :Koetz, C. I., Kopschina, L. C. Y., Santos, C. P Publié dans :Revista Alcance, v.17, p.265 - 277. Date :2010
A Sinalização da Qualidade nos Serviços
Auteurs :Koetz, C. I., Santos, C. P., Kopschina, L. C. Y Publié dans :Revista de Gestão USP Date :2009
Refereed Proceedings
Social Sharing of Negative Emotions in Virtual Travel Communities
Auteurs :Clara Koetz and Anke Piepenbrink Publié dans :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 Date :2018
14-N: the Effect of Public Commitment in Consumers’ Satisfaction
Auteurs :Fernanda Scherer, Cristiane Pizzutti, and Clara Koetz Publié dans :", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1058-1058 Date :2017
The Emotional Dynamics in Online Customer Reviews
Auteurs :Clara Koetz and Renaud MacGilchrist Publié dans :NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 743-743 Date :2016
Advertising Signaling through the Consumer's Information Processing Perspective.
Auteurs :Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet Publié dans :Global Marketing Conference Date :2014
Signaling through the Servicescape.
Auteurs :Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli, and Larissa Becker Publié dans :SABE / IAREP / ICABEEP 2013 Conference Date :2013
The Influence of Social Capital on Business Performance.
Auteurs :Koetz, Clara, Douglas Wegner, Eduardo Wilk, and Antonio Padula Publié dans :38th Annual Conference of the European International Business Academy Date :2012
A Influencia da Governanca Formal de Redes Interorganizacionais (RIOs) no Desempenho das Empresas Participantes
Auteurs :Koetz, Clara, Douglas Wegner, and Eduardo Wilk Publié dans :Encontro Nacional da ANPAS 2012 Date :2012
The role of Affect and Gender in the Evaluation of New Products in Advertising Signaling Processes
Auteurs :Koetz, Clara , Cristiane Pizzutti dos Santos, and Gerard Cliquet Publié dans :2011 AMS World Marketing Congress Date :2011
Penso, (Sinto) e Julgo - O Papel da Emocao na Avalicao de Novos Produtos em Processos de sianlizacao da Qualidade por meio da Propaganda
Auteurs :Koetz, Clara and Carin Costa Publié dans :Encontro de Marketing da ANPAD 2010 Date :2010
A Influencia das Emocoes na Percepcao do Sinal de Qualidade Emitido por meio das Variaveis de Marketing
Auteurs :Koetz, Clara Publié dans :Encontro da ANPAD 2009 Date :2009
O Dinheiro Aumenta o Comportamento Oportunista? Uma Analise Experimental da Influencia doTipo de Incentivo na Intencao de Risco Moral.
Auteurs :Koetz, Clara, Carin Costa, Luis Kopschina, and Roselene Marcon Publié dans :XII SEMEAD - Seminarios em Administracao FEA / USP 2009 Date :2009
O Papel da Confianca na Marca na Intencao de Adocao de Novas Tecnologias em Trocas Business-to-Consumers
Auteurs :Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos, and Carlla Caten Publié dans :Encontro Nacional da ANPAD 2009 Date :2009
A Sinalizacao da Qualidade por meio da Propaganda - Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras.
Auteurs :Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina Publié dans :Ent\contro de Marketing da ANPAD 2008 Date :2008
A Influencia da Confianca na Marca na Intencao de Adocao de uma Nova Tecnologia
Auteurs :Koetz, Clara, Ricardo Costa, Mellina Terres, Denise Alves, & Felipe Fehse Publié dans :Marketing da ANPAD 2008 Date :2008
A Sinalizacao da Qualidade por meio da Propaganda - Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras
Auteurs :Koetz, Clara, Cristiane Pizzutti dos Santos, and Luis Kopschina Publié dans :Encontro de Marketing da ANPAD 2008 (EMA 2008) (2008) Date :2008
Non-Refereed Proceedings
Analise de Websites de empresas sob a Otica do Valor para o Consumidor."
Auteurs :Koetz, Clara and Carin Costa Publié dans :Simposio de Administracao UNIVALI Date :2008
Presentations of Refereed Papers International
Advertising Signaling through the Consumer's Information Processing Perspective.
Auteurs :Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet Publié dans :Global Marketing Conference Date :2014
Signaling through the Servicescape
Auteurs :Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli and Larissa Becker Publié dans :SABE / IAREP / ICABEEP 2013 Conference Date :2013
The Influence of Social Capital on Business Performance.
Auteurs :Koetz, Clara, Douglas Wegner, Eduardo Wilk and Antonio Padula Publié dans :38th Annual Conference of the European International Business Academy, Date :2012
The role of Affect and Gender in the Evaluation of New Products in Advertising Signaling Processes.
Auteurs :Koetz, Clara, Cristiane Pizzutti dos Santos, and Gerard Cliquet Publié dans :2011 AMS World Marketing Congress, Reims, France Date :2011
A Influencia das Emocoes na Percepcao do Sinal de Qualidade Emitido por meio das Variaveis de Marketing.
Auteurs :Koetz, Clara Publié dans :Encontro da ANPAD 2009 (EnANPAD 2009), Sao Paulo, Brazil. Date :2009
O Papel da Confianca na Marca na Intencao de Adocao de Novas Tecnologias.
Auteurs :Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos and Carla Caten Publié dans :Encontro da ANPAD 2009 Date :2009
Presentations of Refereed Papers National
A Sinalizacao da Qualidade por meio da Propaganda - Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras
Auteurs :Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina Publié dans :Ent\contro de Marketing da ANPAD 2008 Date :2008
