KOETZ Clara

Assistant Professor

Pôle : Marketing

Nationalités :

Teaching

  • Online Consumer Behaviour
  • International Consumer Behaviour

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

  • Online consumer behaviour
  • Consumer emotions
  • Consumer information processing

Work Experience

Academic

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

Intellectual contributions

Refereed Articles

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

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