Dr KOETZ Clara

Assistant Professor

Department : Marketing

Nationalities :

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.

Authors:Koetz, Clara, Pizzutti dos Santos, Cristiane, Cliquet, Gerard Published in:Managerial and Decision Economics Date:2017

Nostalgia in On-line Brand Communities

Authors:Koetz, Clara, Tankersley, John, D Published in:Journal of Business Strategy Date:2016

The Influence of Network Governance Mechanisms on the Performance of Small Firms

Authors:Wegner, Douglas, Koetz, Clara Published in:International Journal of Entrepreneurship and Small Business Date:2016

O Dilema do Arranjo Produtivo Local do Tabaco no Vale do Rio Pardo.

Authors:Wegner, Douglas , Rejane Alievi, Clara Koetz, and Derli Angnes Published in:Revista Alcance Date:2014

Social capital in Brazilian small-firm networks: the influence on business performance.

Authors:Wegner, Douglas, Koetz, Clara, Wilk, Eduardo Published in:International Journal of Entrepreneurship and Small Business Date:2013

Imagem e Posicionamento - O Caso das Faculdades Integradas do Paraná (FIP)

Authors:Koetz, Clara , Douglas Wegner, and Carin Koetz Published in:Revista Economia e Gestao Date:2013

A Lógica Dominante de Serviço em Marketing Um Novo Paradigma? Estudos do CEPE

Authors:Koetz, C. I., Koetz, C. M Published in:Revista de Economia e Administração Date:2012

A Influência do Incentivo no Comportamento Oportunista de Risco Moral: Uma Análise Experimental.

Authors:Koetz, C. M., Koetz, C. I., Marcon, R. Published in: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.

Authors:erres, M. S., Koetz, C. I., Santos, C. P., Caten, C. Published in:Revista de Administração e Inovação Date:2010

A Sinalização da Qualidade por meio da Propaganda – Proposições de Pesquisa, Implicações Gerenciais e Direções Futuras.

Authors:Koetz, C. I., Kopschina, L. C. Y., Santos, C. P Published in:Revista Alcance, v.17, p.265 - 277. Date:2010

A Sinalização da Qualidade nos Serviços

Authors:Koetz, C. I., Santos, C. P., Kopschina, L. C. Y Published in:Revista de Gestão USP Date:2009

Refereed Proceedings

The Emotional Dynamics in Online Customer Reviews

Authors:Clara Koetz and Renaud MacGilchrist Published in: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.

Authors:Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet Published in:Global Marketing Conference Date:2014

Signaling through the Servicescape.

Authors:Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli, and Larissa Becker Published in:SABE / IAREP / ICABEEP 2013 Conference Date:2013

The Influence of Social Capital on Business Performance.

Authors:Koetz, Clara, Douglas Wegner, Eduardo Wilk, and Antonio Padula Published in: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

Authors:Koetz, Clara, Douglas Wegner, and Eduardo Wilk Published in:Encontro Nacional da ANPAS 2012 Date:2012

The role of Affect and Gender in the Evaluation of New Products in Advertising Signaling Processes

Authors:Koetz, Clara , Cristiane Pizzutti dos Santos, and Gerard Cliquet Published in: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

Authors:Koetz, Clara and Carin Costa Published in: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

Authors:Koetz, Clara Published in: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.

Authors:Koetz, Clara, Carin Costa, Luis Kopschina, and Roselene Marcon Published in: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

Authors:Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos, and Carlla Caten Published in:Encontro Nacional da ANPAD 2009 Date:2009

A Sinalizacao da Qualidade por meio da Propaganda - Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras.

Authors:Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina Published in:Ent\contro de Marketing da ANPAD 2008 Date:2008

A Influencia da Confianca na Marca na Intencao de Adocao de uma Nova Tecnologia

Authors:Koetz, Clara, Ricardo Costa, Mellina Terres, Denise Alves, & Felipe Fehse Published in:Marketing da ANPAD 2008 Date:2008

A Sinalizacao da Qualidade por meio da Propaganda - Proposicoes de Pesquisa, Implicacoes Gerenciais e Direcoes Futuras

Authors:Koetz, Clara, Cristiane Pizzutti dos Santos, and Luis Kopschina Published in: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."

Authors:Koetz, Clara and Carin Costa Published in:Simposio de Administracao UNIVALI Date:2008

Presentations of Refereed Papers International

Advertising Signaling through the Consumer's Information Processing Perspective.

Authors:Koetz, Clara, Cristiane Pizzuti dos Santos, and Gérard Cliquet Published in:Global Marketing Conference Date:2014

Signaling through the Servicescape

Authors:Koetz, Clara, Cristiane Pizzutti dos Santos, Luiza Bortolli and Larissa Becker Published in:SABE / IAREP / ICABEEP 2013 Conference Date:2013

The Influence of Social Capital on Business Performance.

Authors:Koetz, Clara, Douglas Wegner, Eduardo Wilk and Antonio Padula Published in: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.

Authors:Koetz, Clara, Cristiane Pizzutti dos Santos, and Gerard Cliquet Published in: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.

Authors:Koetz, Clara Published in:Encontro da ANPAD 2009 (EnANPAD 2009), Sao Paulo, Brazil. Date:2009

O Papel da Confianca na Marca na Intencao de Adocao de Novas Tecnologias.

Authors:Koetz, Clara, Mellina Terres, Cristiane Pizzutti dos Santos and Carla Caten Published in: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

Authors:Koetz, Clara, Cristiane Pizzuti dos Santos, and Luis Kopschina Published in:Ent\contro de Marketing da ANPAD 2008 Date:2008