Dr. Sebastian Schubach

• Onlinemarketing 
• Customer Journey-Analysen 
• kostenfreie Internetdienstleistungen

Ausbildung

Studium der Betriebswirtschaftslehre mit den Schwerpunkten internationales Management und Marketing sowie Studium der Kulturwirtschaft mit dem Schwerpunkt frankophoner Kulturraum an der Universität Passau

Auszeichnungen

• 2020 Platz 3 in der EMAC/Sheth Foundation Doctoral Dissertation Competition
• 2020 Finalist beim Preis der Deutschen Marktforschung in der Kategorie Nachwuchsforscher/in 2020 vom BVM

Veröffentlichungen 

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2023). “Mystery Resolved! And Then?—How (Dis)Confirmation Effects and Positive Affective Spillover Effects Impact Customer Loyalty After the Purchase of Mystery Promotions." EMAC Conference, Odense, Denmark, 23.05. – 26.05.2023.

Castell, C., Kiefer, J., Schubach, S., Schumann, J. H., Graf-Vlachy, L., & König, A. (2023) Integrating Digital Platform Dynamics into Customer Orientation Research: A Systematic Review and Research Agenda. Journal of Business Research, 163, 113911. (VHB3: B)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products - How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. 6th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 21.07.-22.07.2022.

Garbas, J., Schubach, S., Mende, M., Scott, M. L., & Schumann, J. H. (2022). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. Journal of the Academy of Marketing Science, 51, 286–309. (VHB3: A)

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. SERVSIG Conference, Glasgow, United Kingdom, 16.06. – 18.06.2022.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products – How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Castell, C., Kiefer, J., König, A., Schumann, J. H., Graf-Vlachy, L., & Schubach, S. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. Academy of Management, Seattle, USA.

Castell, C., Kiefer, J., König, A., Schumann, J. H., Graf-Vlachy, L., & Schubach, S. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. Strategic Management Society, London, UK.

Kiefer, J., Castell, C., König, A., Schubach, S., Schumann, J. H. , & Graf-Vlachy, L. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. European Academy of Management, Winterthur.

Kiefer, J., Castell, C., Schumann, J. H., König, A., Schubach, S., & Graf-Vlachy, L. (2022). Integrating digital platform dynamics into the next wave of customer orientation research. 2022 AMA Winter Academic Conference, Las Vegas, NV, USA.

Bidler, M., Schumann, J.H., Widjaja, T., Schubach, S., & Garbas, J. (2021). Privacy-Related Decision-Making in Business Network Data Exchange Settings: The Role of Consumers' Immediate Affective Reactions. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). Variable Opaque Products and their Impact on Consumers’ Pre- and Post-Purchase Behavior. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Lehrstuhltreffen, Passau, 22.07.2021.

Volkmann, A., Garbas, J., Schubach, S., Schumann, J.H. (2021). "Oops! …I Can Do it Again?!" – How the reversibility of customization decisions influences consumer perceptions and behavior in the pre-purchase phase. Lehrstuhltreffen, Passau, 22.07.2021.

Brodschelm, F., Schubach, S., Schumann, J. H. & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). “Solving the Mystery about Mystery Deals”—How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. EMAC Conference, Madrid, Spain, 26.05.–28.05.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Madrid, Spain, 23.05.–25.05.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. EMAC Conference, Madrid, Spain, 26.05.-28.05.2021. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). What Makes the Deal in the Mystery Deal? How Variable Opaque Products Influence Consumers’ Pre- and Post-Purchase Behavior. 4th Conference of the Bavarian Service Research Cluster, Passau, Germany, 16.04.2021. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). “Solving the Mystery about Mystery Deals” – How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). What Makes the Deal in the Mystery Deal? How Uncertainty Influences Consumers’ Purchase Decisions. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.–28.06.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? Consumer Response to Internal Hardware Upgrading. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.-28.06.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Conference, Budapest, Hungary, 26.05.–29.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 49th EMAC Annual Conference, Budapest, Hungary, 26.05.-29.05.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.–26.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 33rd EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.-26.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2020 AMA Winter Academic Conference, San Diego, CA, USA, 14.02.-16.02.2020.

Schubach, S., Schumann, J. H., & Bleier, A. (2020). How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising. 2020 AMA Winter Academic Conference, San Diego, CA, USA, 14.02. - 16.02.2020.

Brodschelm, F., Schubach, S., & Schumann, J. H. (2019). The Impact of Expectations about Mystery Appeals on Consumers´ Postpurchase Evaluation. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Schubach, S., Heß, N. J., Schumann, J. H. (2019). Born Free?! How Organizational Prehiostory Influence Customer Orientation Behaviors and their Outcomes in Free E-Services. 2. Konferenz des Bayerischen Service Research Clusters, Augsburg, Germany, 18.09.2019 - 19.09.2019. 

Schubach, S. & Schumann, J. H. (2019). Search Engine Optimization (SEO) im Online- und Offline-Marketing-Mix von Unternehmen. In: Kollmann T. (eds) Handbuch Digitale Wirtschaft, Springer Reference Wirtschaft, 1-15. Wiesbaden: Springer Gabler.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. Theory + Practice in Marketing, New York City, USA, 16.05. – 18.05.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Perceptions Threaten Product Reconfiguration Services. Accepted at Annual Frontiers in Service Conference, Singapore, 18.07.–21.07.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 48th EMAC Conference, Hamburg, Germany, 28.05. – 31.05.2019.

Schubach, S., Schumann, J. H., & Bleier A. (2019). How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising. Lehrstuhltreffen, Luzern, Switzerland, 21.03. - 22.03.2019.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). The Influence of Online Shopping Behavior on Position Effects in Search Engine Advertising. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Garbas J., Schubach, S., & Schumann, J. H. (2018). How Product Reconfiguration Through Add-on Features Impacts Customer Perceptions and Behavior. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Brodschelm, F., Schubach, S., & Schumann, J. H. (2018). The Effect of Predictions on the Intention to Participate in Online Surveys of Predictive Behavioral Targeting. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Garbas, J., Schubach, S., & Schumann, J. H. (2018). How Activating Hardware Features Impacts Customer Perceptions and Behavior. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.09. – 21.09.2018.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). Leveraging Browsing Behaviour for Enhanced Bidding Strategies in Search Engine Advertising. 40th Annual ISMS Marketing Science Conference, Philadelphia, USA, 13.06. – 16.06.2018.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). Leveraging Browsing Behaviour for Enhanced Bidding Strategies in Search Engine Advertising. EMAC Conference, Glasgow, United Kingdom, 29.05. ­– 01.06.2018.

Garbas, J., Schubach, S., & Schumann, J. H. (2017). Cross-Channel Shopping – The Role of Payment Timing and Collection Duration. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Improved Bidding Strategies in Search Engine Advertising: The Role of Past Browsing Behavior. International Conference on Service and Technology Marketing, Zurich, Switzerland, 30.09 – 31.09.2017.

Schubach, S., Heß, N. J., & Schumann, J. H. (2017). Customer Orientation in Free Online Services and the Commitment to the Free Business Logic. 26th Annual Frontiers in Service Conference, New York City, NY, USA, 22.06. – 25.06.2017.

Schubach, S. (2017). Customer Orientation in Free Online Services and the Commitment to the Free Business Logic. Frontiers in Service Conference - Doctoral Consortium, New York City, NY, USA, 21.06. – 22.06.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). The Role Of Personalization And Position Effects In Paid Search Advertising. ISMS Marketing Science, Los Angeles, CA, USA, 07.06. – 10.06.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. EMAC Conference, Groningen, Netherlands, 23.05. – 26.05.2017. 

Schubach, S. (2017). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. 30th EMAC Doctoral Colloquium, Groningen, Netherlands, 21.05. – 23.05.2017. 

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Improved Bidding Strategies in Search Engine Advertising: The Role of Past Browsing Behavior. 7th annual Theory + Practice in Marketing (TPM) Conference, Charlottesville, VA, USA, 10.05. – 12.05.2017.

Schubach, S., Garbas, J., & Schumann, J. H. (2017). Kundenbindung im digitalen Zeitalter. In: M. Bruhn, & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement: Strategien und Instrumente für ein erfolgreiches CRM, (pp. 301-331). Wiesbaden: Springer Gabler.

März, A., Schubach, S., & Schumann, J. H. (2017). „Why Would I Read a Mobile Review?” Device Compatibility Perceptions and Effects on Perceived Helpfulness. Psychology & Marketing, 34(2), 119-137. (VHB3: B)

Schubach, S., Schumann J. H., & Bleier, A. (2016). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. ISMS Marketing Science, Shanghai, China, 16.06. – 18.06.2016. 

Schubach, S., Heß, N. J., Schumann, J. H., & Reynolds, D. (2016). Is a Paying Customer Always Better? The Importance of Customer Orientation Towards the “Free” Customer in Two- or Multi-Sided Markets. EMAC, Oslo, Norway, 24.05. – 27.05.2016.

Schubach, S., Schumann, J. H., & Bleier, A. (2016). Being First Isn't Always Best - Personalisierung im Suchmaschinenmarketing. 2. Passauer Digital-Marketing-Konferenz, Passau, Germany, 11.03.2016. 

Schubach, S., Schumann, J. H., & Bleier, A. (2015). Being First Isn't Always Best – How Past Onsite Browsing Behavior Influences a Firm's Decision When To Bid in Search Engine Advertising. Conference on Service and Technology Marketing, Paderborn, Germany, 19.11. – 21.11.2015.

Schubach, S. & Heß, N. J. (2015). Understanding Your Network Effects – Customer Orientation Structure and Consequences in Markets for Free Digital Services. Frontiers in Service Conference - Doctoral Consortium, San Jose, CA, USA, 08.07. – 09.07.2015.

Schubach, S., Heß, N. J., & Schumann, J. H. (2015). Customer Orientation in Multi-sided Markets. Workshop Dienstleistungsmarketing 2015, Berlin, Germany, 27.08. – 28.02.2015.

Schubach, S., Heß, N. J., & Schumann, J. H. (2014). He Who Pays the Piper Calls the Tune? - The Importance of Customer Orientation Towards “Free” Customers in Two- or Multi-sided Markets. Conference on Service and Technology Marketing, Passau, Germany, 20.11. – 22.11.2014.

Schubach, S., Heß, N. J., & Schumann, J. H. (2014). Stakeholder Theory as a Mean to Understand Customer Orientation if There is More Than One Customer Population. EMAC Conference, Valencia, Spain, 03.06. – 06.06.2014.

Heß, N. J., Schubach, S., & Schumann, J. H. (2013). Stakeholder Theory as a Mean to Understand Customer Orientation in Two-sided Markets. Conference on Service and Technology Marketing, Zurich, Switzerland, 21.11. – 23.11.2013.

Reutner, U. & Schubach, S. (2012). Kulturspezifische Ästhetik im Internet. Typografie und Bildlichkeit im deutsch-französischen Vergleich. In U. Reutner (Ed.), Von der digitalen zur interkulturellen Revolution. Baden-Baden: Nomos-Verlagsgesellschaft.