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Brittney Bauer

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

Dr. Brittney C. Bauer is a dedicated marketing scholar and educator whose research explores how consumers form social judgments, develop psychological attachments, and respond to marketing communications across diverse cultural and social contexts. As an Associate Professor of Marketing and Director of the Quinlan School of Business Behavioral Lab, she combines insights from cognitive and social psychology with rigorous experimental methods to generate research that is both theoretically meaningful and managerially relevant. She frequently examines these topics in marketing contexts involving gender, culture, stereotyping, consumer-brand relationships, celebrity endorsements, advertising, and related areas.
Dr. Bauer earned her dual Ph.D. in Marketing and International Business from Saint Louis University, where she also completed a Research Methods Minor and a Certificate in University Teaching Skills. Her research has been published in leading academic journals, including the International Journal of Research in Marketing, Journal of Advertising, Psychology & Marketing, International Marketing Review, European Journal of Marketing, Journal of Business Research, and Academy of Management Perspectives. Her scholarship has earned multiple Best Paper and Best Reviewer awards at national and international conferences, and she serves on the editorial review boards of journals such as the European Journal of Marketing, Journal of International Marketing, Psychology & Marketing, and Journal of Advertising. She is also an active member of the American Marketing Association, Academy of Marketing Science, and Academy of International Business, where she has held a variety of leadership and service roles.
Before entering academia, Dr. Bauer worked in professional marketing and international consulting, developing marketing campaigns and supporting international market expansion initiatives. These experiences continue to inform her research and teaching by connecting scholarly insights to real-world business challenges. In the classroom, she is committed to creating experiential learning opportunities that help students develop the analytical and strategic skills needed to thrive in today’s global marketplace.

Education

  • Ph.D., Marketing & International Business, Saint Louis University
  • International M.B.A., University of Denver
  • B.A., 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

  • Associate Professor of Marketing, Quinlan School of Business, Loyola University Chicago (2026–Present)
  • Director of Quinlan School of Business Behavioral Lab, Loyola University Chicago (2023–Present)
  • Assistant Professor of Marketing, Quinlan School of Business, Loyola University Chicago (2023–2026)
  • Assistant Professor of Marketing, College of Business, Loyola University New Orleans (2019–2023)
  • Marketing Instructor, Richard A. Chaifetz School of Business, Saint Louis University (2017–2019)

Professional/Community Affiliations

Leadership:
  • Editorial Review Board Member, Psychology & Marketing (2026–Present)
  • Editorial Review Board Member, European Journal of Marketing (2026–Present)
  • 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)
  • Chapter Chair, Academy of International Business – US Southeast Chapter (2025–Present)
  • Conference Chair, Academy of International Business – US Southeast Chapter (2024–2025)
  • Marketing Director, Academy of International Business – US Southeast Chapter (2022–2024)
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

  • Best Paper – International Marketing, Academy of International Business – US Southeast Chapter (2025)
  • Faculty Development Grant, Quinlan School of Business, Loyola University Chicago (2025)
  • 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 (2022-2023)
  • Chase Minority Entrepreneurship Distinguished Professorship, Loyola University New Orleans (2019-2023)
  • 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)