Ph.D., University of Texas-San Antonio
M.A., Fresno Pacific University
B.A., Fresno Pacific University
Dr. Carlos Bauer is an Assistant Professor of Marketing at the Culverhouse College of Business at The University of Alabama (Ph.D. University of Texas in San Antonio) and a Fellow and the Center for Sales and Marketing Strategies at the Foster School of Business at The University of Washington. His research interests include marketing strategy, relationship marketing, sales strategies, and two-sided markets. He is particularly interested in researching the dynamic components of relationship marketing – how they change and evolve over time, business-to-government relationships, as well as firm-driven strategic disruptions. His goal is to understand these marketing strategies and applications from the firm’s perspective, while also accounting for the customer’s viewpoint.
Dr. Bauer has published in various journals, including the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, among others. He has also presented his research in a number of conferences, including AMA, ACR, and SCP. He has been recognized with several honors and awards. He is a 2019 Early-career Marketing Strategy Fellow, a 2017 American Marketing Association/Sheth Foundation Doctoral Consortium Fellow, a recipient of the 2017 American Marketing Association Valuing Diversity scholarship, and a 2016 ISBM Fellow. He is also a member of the editorial review boards for the Journal of the Academy of Marketing Science and Industrial Marketing Management.
Peasley, Michael, Carlos Bauer, Bryan Hochstein, Daniel Bachrach, and Ash Patil (2026). Inside the Call: How Customer Service Agents Warmth and Competence Shape Customer Reactions. Journal of the Academy of Marketing Science. (Journal ranking: AJG 4*; FT50).
Bauer, Carlos, Mansur Khamitov, Mathew Issac, and Julio Sevilla (2025). The Visual Moderation Effect: How the Representation of Loyalty Reward Progress Affects Consumer Judgments and Behaviors. Journal of the Academy of Marketing Science. (Journal ranking: AJG 4*; FT50).
Johnson, Ross, Abhi Bhattacharya, Carlos Bauer, Blake Runnalls, and Athina Skiadopoulou (2025). Balancing New Members and Non-members: Insights into the Impact of Loyalty Program Enrollments on Service Provider Performance. Journal of Service Research. (with Ph.D. student) (Journal ranking: AJG 4).
Bauer, Carlos, Kevin L. Sample, and Julio Sevilla (2025). From My Standpoint: How Visual Perspective Affects Visual Experiences. Journal of Retailing. (Journal ranking: AJG 4).
Bauer, Carlos, Fanni Leung, and Robert W. Palmatier (2024). Effects of Gifting on Relationship Performance: Strategies for Avoiding Suspicion and Unfairness Perceptions. Journal of the Academy of Marketing Science. (Journal ranking: AJG 4*; FT50).
Gretz, Richard, Ashwin Malshe, Carlos Bauer, and Suman Basuroy (2019). The Impact of Superstars and Regular-Quality Software on Hardware Sales: The Moderating Role of Platform Age. Journal of the Academy of Marketing Science. (Journal ranking: AJG 4*; FT50).
