Batt Verena HSLU W

Prof. Dr. Verena Batt Verena Batt

Deputy Head of the Competence Center in Service & Operations Management

Batt Verena HSLU W

Lucerne School of Business

Room Frankenstrasse 9, Büro 5.2
Zentralstrasse 9
6002 Luzern


Institute of Business and Regional Economics IBR

CC Service & Operations Management

Deputy Head of the Competence Center in Service & Operations Management

Lecturer

+41 41 228 22 49

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Biography

Verena Batt studied Business Administration, French and Spanish (Diploma in Romance Studies with qualification in Economics) at the University of Mannheim. During her studies, she worked in companies of different industries (consulting, IT, chemistry). Following her studies, she worked as a research assistant at the Chair of Marketing and Management at the Faculty of Business and Economics at the University of Basel (WWZ) and wrote her doctoral thesis on "Quality of Internal Brand Management. Conceptualization, Empirical Findings and Management of Brand-Compliant Employee Behavior". The subsequent phase as a postdoctoral researcher at the University of Basel was followed by an appointment as an assistant professor for business administration, particularly marketing, at the Leuphana University of Lüneburg. In parallel, she worked as a freelance consultant in various consulting projects.

 

At HSLU, Verena Batt is active in research and teaching. She devotes herself to research projects in the fields of services marketing and management. She teaches in the Business Psychology and Business Administration program, especially in courses in the areas of marketing and methodology.

Subjects
  • Deskriptive Statistik
  • Marketing
  • Statistik I (Studiengang Business Psychology)
  • MBA Marketing
  • Strategie und Unternehmenserfolg
  • Schliessende Statistik
  • Volkswirtschaftliche Anwendung

Projects

Research projects

  • Give me your Hand
  • DISCO - Developing Innovative Sustainable Cooperation Opportunities
  • Time Banks als Element der Altersvorsorge in der Schweiz

Publications and presentations

    • Batt, Verena; Farrar Schmidhauser, Jillaine; Manchen Spörri, Sylvia & Meldau, Sandrina (2023). Developing a Measurement Scale For Employer Brand Personality. Proceedings of the European Marketing Academy Conference (EMAC), n.a.-n.a..

    • Batt, Verena; Fischenbeck, Finja; Schäfer, Adrienne; von dem Berge, Karina; Zimmermann, Anja & Windler, Katharina (2022). The Use of CSR Advertisements by Different Business Models and Its Effects on the Perception of Corporate Credibility. Proceedings of the European Marketing Academy Conference (EMAC), Corvinus University of Budapest, 1-10.

    • Batt, Verena; Papen, Marie-Christin; Becker, Caroline Natalie; Heitgerken, Sarah & Windler, Katharina (2021). Perceived Influencer Authenticity: Antecedents and Consequences. Proceedings of the European Marketing Academy Conference (EMAC), n.a..

    • Batt, Verena; Holzer, Matthias & Tuzovic, Sven (2021). Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management, 28, 495-509. doi: https://doi.org/10.1057/s41262-021-00242-w

    • Bruhn, Manfred; Blankschön, Rudolf; Ahlers, Grit Mareike & Batt, Verena (2021). Mitarbeitende zu Markenbotschaftern entwickeln. Marketing Review St. Gallen (formerly: Thexis), (1), 18-25.

    • Batt, Verena & Bruhn, Manfred (2019). Exploring the Influence of Perceived External Prestige on Brand Citizenship Behavior of Service Employees. Journal of Service Management Research, 3(3), 109-119.

    • Batt, Verena; Bruhn, Manfred; Farouq, Jasmin & Holzer, Matthias (2018). Pay What You Want. Eine empirische Untersuchung zur Wirkung des Pricing-Instruments auf Nachfrager. Marketing Review St. Gallen (formerly: Thexis), o.Jg.(2), 883-893.

    • Batt, Verena; Braun, Corina; Bruhn, Manfred & Hadwich, Karsten (2016). Differentiating Customer Engaging Behavior by Targeted Benefits – An Empirical Study. Journal of Consumer Marketing, 33(7), 528-538.

    • Batt, Verena & Bruhn, Manfred (2015). Employer Branding − Markenführung zur Steigerung der Arbeitgeberattraktivität. WiSt – Zeitschrift für Studium und Forschung, 44(10), 538-547.

    • Batt, Verena; Bruhn, Manfred & Holzer, Matthias (2015). Employees as a second audience – A scale development approach for the measurement of quality of external communications from the employee’s perspective. Marketing – Zeitschrift für Forschung und Praxis, 37(3), 126-136.

    • Batt, Verena & Bruhn, Manfred (2015). Swissness Communication and its Impact on Consumer-Brand Relationships. Die Unternehmung - Swiss Journal of Business Research and Practice, 69(3), 116-131.

    • Batt, Verena & Bruhn, Manfred (2015). Qualität von E-Health Services: Entwicklung und empirische Überprüfung eines Messinstruments. Marketing – Zeitschrift für Forschung und Praxis, 37(1), 42-56.

    • Batt, Verena; Bruhn, Manfred & flückiger, Benjamin (2013). Aufbau von Arbeitgeberattraktivität. Die Unternehmung - Swiss Journal of Business Research and Practice, 67(1), 62-82.

    • Batt, Verena; Bruhn, Manfred & Holzer, Matthias (2013). Der Einfluss des Sponsoring auf das Markenverhalten von Mitarbeitenden. Die Unternehmung - Swiss Journal of Business Research and Practice, 67(3), 289-308.

    • Batt, Verena & Bruhn, Manfred (2012). Der Einfluss von Sponsoring auf den Erfolg von Luxusmarken. Marketing Review St. Gallen (formerly: Thexis), o. Jg.(1), 36-41.

    • Batt, Verena; Bruhn, Manfred & Schwarz, Jürgen (2012). Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung. Die Unternehmung - Swiss Journal of Business Research and Practice, 66(2), 153-179.

    • Batt, Verena & Bruhn, Manfred (2011). Mitarbeiter als Erlebnisprovider – Theoretische Fundierung und empirische Untersuchung an einem Fallbeispiel. Marketing – Zeitschrift für Forschung und Praxis, 33(3), 208-220.

    • Batt, Verena; Bruhn, Manfred & Köhne, Christine (2010). Markenliebe bei Mitarbeitern – Konzeptualisierung, Determinanten und Konsequenzen auf Basis einer empirischen Untersuchung. Marketing. Zeitschrift für Forschung und Praxis (Marketing ZFP), 32(2), 71-90.

    • Batt, Verena; Bruhn, Manfred; Hadwich, Karsten & Meldau, Sandrina (2010). Messung der Qualität in Dienstleistungscentern am Beispiel eines Flughafens. Zeitschrift für Betriebswirtschaft ZfB, 80(4), 351-382.

    • Batt, Verena & Bruhn, Manfred (2014). Durch Wertschätzung zum Markenbotschafter. markenartikel - das Magazin für Markenführung, 76(11), 100-102.

    • Batt, Verena (2012). Qualität der Internen Markenführung. Konzeptualisierung, empirische Befunde und Steuerung eines markenkonformen Mitarbeiterverhaltens. Dissertation, Universität Basel, Basel, Schweiz.

    • Batt, Verena; Valero, Domingo; Stolz, Ingo & Gubler, Martin (10.09.2022). When crisis hits: The relevance of different sources of social support for career outcomes in times of the Covid-19 pandemic. 52. Konferenz der deutschen Gesellschaft für Psychologie DGPS, Hildesheim, Germany.

    • Batt, Verena (25.05.2021). Perceived Influencer Authenticity: Antecedents and Consequences. European Marketing Academy Conference (EMAC), Madrid (online).

    • Batt, Verena & Falter, Mareike (28.06.2019). Cash is king, profit is sanity, but social is the future. 2019 Global Research Symposium on Marketing and Entrepreneurship, London.

    • Batt, Verena; Bögel, Paula; Bekmeier-Feuerhahn, Sigrid & Cotton-Chan, Valerie (29.05.2019). Consumers’ Perceptions of CSR Communication: A Four Country Comparison. EMAC Conference 2019, Hamburg.

    • Batt, Verena; Bruhn, Manfred & Tuzovic, Sven (22.02.2019). Employer Brand Personality (EBP) – Development and Validation of a Scale. Winter Conference of the American Marketing Association (AMA), Austin.

    • Batt, Verena & Falter, Mareike (26.07.2018). Social Enterprises – the Rising Star for Customer Well-being? Global Marketing Conference 2018, Tokio.

    • Batt, Verena; Bögel, Paula; Bekmeier-Feuerhahn, Sigrid & Cotton-Chan, Valerie (29.05.2018). Deeper Insights into Different Consumer Perceptions of CSR Communication: Germany vs. United States vs. China. EMAC Conference 2018, Glasgow.

    • Batt, Verena & Härle, Petra (17.06.2016). Spare the customer – how observing workplace incivility takes its toll. SERVSIG Conference 2016, Maastricht.

    • Batt, Verena & Schnebelen, Stefanie (26.02.2016). If You Want Happiness, Buy Luxury Brands – The Potential of Luxury Brands To Make Consumers Happy. Winter Conference of the American Marketing Association (AMA), Las Vegas.

    • Batt, Verena & Keller, Corina (26.02.2016). Can Customers Be Differentiated By Their Targeted Benefits? Drawing A Customer Portrait Based On Empirical Research On Customer Engagement Behaviors And Benefits. Winter Conference of the American Marketing Association (AMA), Las Vegas.

    • Batt, Verena & Schnebelen, Stefanie (30.11.2015). Happy, happy, happy …: The happy side of luxury brands. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.

    • Batt, Verena & Schmidt, Steffen (30.11.2015). Explicit and Implicit Framing Effects on Product Attitudes when Using Country-of-Origin Cues. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.

    • Batt, Verena & Keller, Corina (30.11.2015). Customer Engagement Benefits: A Customer Perspective and Strategic Implications. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.

    • Batt, Verena & Härle, Petra (30.11.2015). Better Be fair! Observed Workplace Incivility and Its Negative Impact on Customer Attitude. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.

    • Batt, Verena & Keller, Corina (18.06.2015). Complexity of Internal Services: Types, Non-Linear Relationships, and Consequences for Different Business Sectors. Quis 14 –The 14th International Research Symposium on Service Excellence in Management, Shanghai.

    • Batt, Verena & Schnebelen, Stefanie (18.06.2015). Customer Engagement Behaviors: A Typology and Motives. Quis 14 –The 14th International Research Symposium on Service Excellence in Management, Shanghai.

    • Batt, Verena & Keller, Corina (01.12.2014). When do customers engage with a company? - A qualitative and quantitative study of reasons for customer engagement. Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane.

    • Batt, Verena & Holzer, Matthias (01.12.2014). The internal audience of external communications. Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane.

    • Batt, Verena & Holzer, Matthias (21.02.2014). Sponsorship’s Internal Audience – Does Sponsorship Affect the Brand Behavior of Employees? Winter Conference of the American Marketing Association (AMA), Orlando.

Publications and presentations - Article, review; peer reviewed

  • Batt, Verena; Farrar Schmidhauser, Jillaine; Manchen Spörri, Sylvia & Meldau, Sandrina (2023). Developing a Measurement Scale For Employer Brand Personality. Proceedings of the European Marketing Academy Conference (EMAC), n.a.-n.a..
  • Batt, Verena; Fischenbeck, Finja; Schäfer, Adrienne; von dem Berge, Karina; Zimmermann, Anja & Windler, Katharina (2022). The Use of CSR Advertisements by Different Business Models and Its Effects on the Perception of Corporate Credibility. Proceedings of the European Marketing Academy Conference (EMAC), Corvinus University of Budapest, 1-10.
  • Batt, Verena; Papen, Marie-Christin; Becker, Caroline Natalie; Heitgerken, Sarah & Windler, Katharina (2021). Perceived Influencer Authenticity: Antecedents and Consequences. Proceedings of the European Marketing Academy Conference (EMAC), n.a..
  • Batt, Verena; Holzer, Matthias & Tuzovic, Sven (2021). Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management, 28, 495-509. doi: https://doi.org/10.1057/s41262-021-00242-w
  • Bruhn, Manfred; Blankschön, Rudolf; Ahlers, Grit Mareike & Batt, Verena (2021). Mitarbeitende zu Markenbotschaftern entwickeln. Marketing Review St. Gallen (formerly: Thexis), (1), 18-25.
  • Batt, Verena & Bruhn, Manfred (2019). Exploring the Influence of Perceived External Prestige on Brand Citizenship Behavior of Service Employees. Journal of Service Management Research, 3(3), 109-119.
  • Batt, Verena; Bruhn, Manfred; Farouq, Jasmin & Holzer, Matthias (2018). Pay What You Want. Eine empirische Untersuchung zur Wirkung des Pricing-Instruments auf Nachfrager. Marketing Review St. Gallen (formerly: Thexis), o.Jg.(2), 883-893.
  • Batt, Verena; Braun, Corina; Bruhn, Manfred & Hadwich, Karsten (2016). Differentiating Customer Engaging Behavior by Targeted Benefits – An Empirical Study. Journal of Consumer Marketing, 33(7), 528-538.
  • Batt, Verena & Bruhn, Manfred (2015). Employer Branding − Markenführung zur Steigerung der Arbeitgeberattraktivität. WiSt – Zeitschrift für Studium und Forschung, 44(10), 538-547.
  • Batt, Verena; Bruhn, Manfred & Holzer, Matthias (2015). Employees as a second audience – A scale development approach for the measurement of quality of external communications from the employee’s perspective. Marketing – Zeitschrift für Forschung und Praxis, 37(3), 126-136.
  • Batt, Verena & Bruhn, Manfred (2015). Swissness Communication and its Impact on Consumer-Brand Relationships. Die Unternehmung - Swiss Journal of Business Research and Practice, 69(3), 116-131.
  • Batt, Verena & Bruhn, Manfred (2015). Qualität von E-Health Services: Entwicklung und empirische Überprüfung eines Messinstruments. Marketing – Zeitschrift für Forschung und Praxis, 37(1), 42-56.
  • Batt, Verena; Bruhn, Manfred & flückiger, Benjamin (2013). Aufbau von Arbeitgeberattraktivität. Die Unternehmung - Swiss Journal of Business Research and Practice, 67(1), 62-82.
  • Batt, Verena; Bruhn, Manfred & Holzer, Matthias (2013). Der Einfluss des Sponsoring auf das Markenverhalten von Mitarbeitenden. Die Unternehmung - Swiss Journal of Business Research and Practice, 67(3), 289-308.
  • Batt, Verena & Bruhn, Manfred (2012). Der Einfluss von Sponsoring auf den Erfolg von Luxusmarken. Marketing Review St. Gallen (formerly: Thexis), o. Jg.(1), 36-41.
  • Batt, Verena; Bruhn, Manfred & Schwarz, Jürgen (2012). Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung. Die Unternehmung - Swiss Journal of Business Research and Practice, 66(2), 153-179.
  • Batt, Verena & Bruhn, Manfred (2011). Mitarbeiter als Erlebnisprovider – Theoretische Fundierung und empirische Untersuchung an einem Fallbeispiel. Marketing – Zeitschrift für Forschung und Praxis, 33(3), 208-220.
  • Batt, Verena; Bruhn, Manfred & Köhne, Christine (2010). Markenliebe bei Mitarbeitern – Konzeptualisierung, Determinanten und Konsequenzen auf Basis einer empirischen Untersuchung. Marketing. Zeitschrift für Forschung und Praxis (Marketing ZFP), 32(2), 71-90.
  • Batt, Verena; Bruhn, Manfred; Hadwich, Karsten & Meldau, Sandrina (2010). Messung der Qualität in Dienstleistungscentern am Beispiel eines Flughafens. Zeitschrift für Betriebswirtschaft ZfB, 80(4), 351-382.

Publications and presentations - Article, review; not peer reviewed

  • Batt, Verena & Bruhn, Manfred (2014). Durch Wertschätzung zum Markenbotschafter. markenartikel - das Magazin für Markenführung, 76(11), 100-102.

Publications and presentations - Chapter/legal commentary/lexicon article

  • Ferrini, Giulia; Huber, Sebastian & Batt, Verena (2023). How Do Luxury Brands Utilize NFTs to Enhance Their Brand Image? In Nadzeya Sabatini; Teresa Sádaba; Alessandro Tosi; Veronica Neri; Lorenzo Cantoni (Hrsg.), FACTUM 2023: Fashion Communication in the Digital Age (S. 80-87). Cham: Springer Link.
  • Batt, Verena; Bruhn, Manfred & Keller, Corina (2015). Formen des Customer Engagement – Entwicklung einer Typologie. In Manfred Bruhn; Bernd Stauss (Hrsg.), Customer Experience Management in Dienstleistungsunternehmen, Forum Dienstleistungsmanagement 2015 (S. 83-109). Wiesbaden: Springer Gabler.
  • Batt, Verena; Boenigk, Silke; Bruhn, Manfred; Hadwich, Karsten & Helmig, Bernd (2012). An empirical investigation of experiences and the link between a service-dominant logic mindset, competitive advantage, and performance of nonprofit organizations. In Bruhn, Manfred; Stauss Bernd (Hrsg.), Customer Experience Management in Dienstleistungsunternehmen, Forum Dienstleistungsmanagement 2012 (S. 469-499). Wiesbaden: Springer Gabler.
  • Batt, Verena & Bruhn, Manfred (2010). Aufbau und Steuerung eines markenkonformen Mitarbeiterverhaltens – Bestandsaufnahme und kritische Würdigung aus Sicht der internen Markenführung. In Bruhn, Manfred, Stauss, Bernd (Hrsg.), Serviceorientierung im Unternehmen, Forum Dienstleistungsmanagement 2010 (S. 325-354). Wiesbaden: Springer Gabler.

Publications and presentations - Report/working paper

  • Batt, Verena & Schäfer, Adrienne (2023). Time Banks als Transformationskatalysator für die Schweiz (bprepared No. No. 2). Prof. Bruhn & Partner AG, Basel.

Publications and presentations - Theses (Bachelor/Master/Dissertation/Habilitation)

  • Batt, Verena (2012). Qualität der Internen Markenführung. Konzeptualisierung, empirische Befunde und Steuerung eines markenkonformen Mitarbeiterverhaltens. Dissertation, Universität Basel, Basel, Schweiz.

Publications and presentations - Other publication formats

  • Batt, Verena; Rechi Alasani, Ilirida & Valero, Domingo (21.03.2023). Was ist Personen mit Migrationshintergrund im Beruf wichtig? https://hrtoday.ch/de/article/was-ist-personen-mit-migrationshintergrund-im-beruf-wichtig

Publications and presentations - Presentation (conference/report/lectures)

  • Batt, Verena; Valero, Domingo; Stolz, Ingo & Gubler, Martin (10.09.2022). When crisis hits: The relevance of different sources of social support for career outcomes in times of the Covid-19 pandemic. 52. Konferenz der deutschen Gesellschaft für Psychologie DGPS, Hildesheim, Germany.
  • Batt, Verena (25.05.2021). Perceived Influencer Authenticity: Antecedents and Consequences. European Marketing Academy Conference (EMAC), Madrid (online).
  • Batt, Verena & Falter, Mareike (28.06.2019). Cash is king, profit is sanity, but social is the future. 2019 Global Research Symposium on Marketing and Entrepreneurship, London.
  • Batt, Verena; Bögel, Paula; Bekmeier-Feuerhahn, Sigrid & Cotton-Chan, Valerie (29.05.2019). Consumers’ Perceptions of CSR Communication: A Four Country Comparison. EMAC Conference 2019, Hamburg.
  • Batt, Verena; Bruhn, Manfred & Tuzovic, Sven (22.02.2019). Employer Brand Personality (EBP) – Development and Validation of a Scale. Winter Conference of the American Marketing Association (AMA), Austin.
  • Batt, Verena & Falter, Mareike (26.07.2018). Social Enterprises – the Rising Star for Customer Well-being? Global Marketing Conference 2018, Tokio.
  • Batt, Verena; Bögel, Paula; Bekmeier-Feuerhahn, Sigrid & Cotton-Chan, Valerie (29.05.2018). Deeper Insights into Different Consumer Perceptions of CSR Communication: Germany vs. United States vs. China. EMAC Conference 2018, Glasgow.
  • Batt, Verena & Härle, Petra (17.06.2016). Spare the customer – how observing workplace incivility takes its toll. SERVSIG Conference 2016, Maastricht.
  • Batt, Verena & Schnebelen, Stefanie (26.02.2016). If You Want Happiness, Buy Luxury Brands – The Potential of Luxury Brands To Make Consumers Happy. Winter Conference of the American Marketing Association (AMA), Las Vegas.
  • Batt, Verena & Keller, Corina (26.02.2016). Can Customers Be Differentiated By Their Targeted Benefits? Drawing A Customer Portrait Based On Empirical Research On Customer Engagement Behaviors And Benefits. Winter Conference of the American Marketing Association (AMA), Las Vegas.
  • Batt, Verena & Schnebelen, Stefanie (30.11.2015). Happy, happy, happy …: The happy side of luxury brands. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.
  • Batt, Verena & Schmidt, Steffen (30.11.2015). Explicit and Implicit Framing Effects on Product Attitudes when Using Country-of-Origin Cues. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.
  • Batt, Verena & Keller, Corina (30.11.2015). Customer Engagement Benefits: A Customer Perspective and Strategic Implications. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.
  • Batt, Verena & Härle, Petra (30.11.2015). Better Be fair! Observed Workplace Incivility and Its Negative Impact on Customer Attitude. Australian & New Zealand Marketing Academy Conference (ANZMAC), Sydney.
  • Batt, Verena & Keller, Corina (18.06.2015). Complexity of Internal Services: Types, Non-Linear Relationships, and Consequences for Different Business Sectors. Quis 14 –The 14th International Research Symposium on Service Excellence in Management, Shanghai.
  • Batt, Verena & Schnebelen, Stefanie (18.06.2015). Customer Engagement Behaviors: A Typology and Motives. Quis 14 –The 14th International Research Symposium on Service Excellence in Management, Shanghai.
  • Batt, Verena & Keller, Corina (01.12.2014). When do customers engage with a company? - A qualitative and quantitative study of reasons for customer engagement. Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane.
  • Batt, Verena & Holzer, Matthias (01.12.2014). The internal audience of external communications. Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane.
  • Batt, Verena & Holzer, Matthias (21.02.2014). Sponsorship’s Internal Audience – Does Sponsorship Affect the Brand Behavior of Employees? Winter Conference of the American Marketing Association (AMA), Orlando.

Achievements

Achievements - Commissions, memberships and external activities

  • Batt, Verena. Gutachterin. (2020). Open Education Platform for Management Schools.
  • Batt, Verena. Gutachterin. (2019). Die Unternehmung. Swiss Journal of Business Research and Practice.
  • Batt, Verena. Mitglied. (2017). European Marketing Academy (EMAC).
  • Batt, Verena. Mitglied. (2017). Verband der Hochschullehrer für Betriebswirtschaft e.V..

Achievements - Awards and honours

  • Batt, Verena (19.12.2018). Lehrpreis der Wirtschaftswissenschafltichen Fakultät der Leuphana Universität Lüneburg für Veranstaltung: Kommunikationsmanagement im Zeitalter von Social Media.
  • Batt, Verena (10.12.2017). Most Outstanding Reviewer, Track Services Marketing für Review Conference Papers.
  • Batt, Verena (05.07.2014). Wissenschaftspreis des Markenverbandes für Dissertation.