Dr Bodo Ulf Lang

PhD, MCom (First Class Honours), CTT (Certified Tertiary Teacher)

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Head of Department


Bodo’s career is a blend of the commercial and academic sectors.

His commercial career began in Germany in advertising, he then worked as a management consultant in New Zealand for Deloitte Consulting, a global consulting firm. He has also held a management position in Singapore at NFO WorldGroup, at the time the world's third largest market research firm.

The other half of Bodo’s career has been spent in academia. Bodo has worked as a Lecturer in the marketing department at the University of Auckland Business School; as an Academic Director and Senior Lecturer at the Manukau Institute of Technology; and he is currently a Senior Lecturer and Deputy Head of Department (Marketing) at the University of Auckland Business School.

To date Bodo’s research has been published in a wide range of international journals, such as Advances in Consumer Research, Entertainment Computing, International Journal of Consumer Research, Managing Service Quality, Journal of Advertising, Journal of Business Research, Journal of Consumer Marketing, Journal of Retailing and Consumer Services, and the International Journal of Bank Marketing.

Bodo's research has also featured in numerous trade publications and he has presented his work at a variety of international conferences. His research and commentary regularly features in all major print and broadcast media.

Bodo also has a life outside of work - where he races both mountainbikes and road bikes. He has won the Auckland Mountainbike Championships seven times in his age group, is an ex New Zealand Mountainbike Marathon champion in his age group and he has raced from Wellington to Auckland on a road bike amongst other things. He also tries his feet at running, with a marathon and a few half marathons under his belt.

Postgraduate supervision

Bodo is interested in supervising postgraduate students in the following areas:

1. Word-of-mouth communication, both online (eg, via blogs and social media) and off-line.

2. The sharing economy (e.g. Uber, AirBnb).

3. Services marketing, with an emphasis on the financial services sector.

4. Sugar-sweetened beverages (SSBs).


Bodo has received the following awards for his research:

  • 2015 - winner of the best paper at MAG Scholar conference
  • 2011 - winner of the best track paper at ANZMAC conference
  • 2004 - finalist for the Journal of Advertising best paper award

Bodo has received the following awards for his teaching:

  • 2012 - winner of an AUSA (Auckland University Student Association) award
  • 2005 - recipient of an MIT teaching award

Areas of expertise

Bodo's research is situated in the following areas:

  • Marketing communication and advertising, particularly word of mouth communication (WOM) including through channels such as social media
  • The sharing economy (e.g. Uber, AirBnb)
  • Services marketing, particularly financial services marketing
  • Sugar-sweetened beverages

Committees/Professional groups/Services

  • Member of Editorial Boards
    • Journal of Services Marketing
    • Journal of Service Theory and Practice
    • Journal of Marketing Education
  • Reviewer
    • European Journal of Marketing
    • International Journal of Research in Marketing
    • Journal of Marketing (invited)
    • ​Journal of Interactive Advertising
    • Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
    • ANZMAC conference (Australian and New Zealand Marketing Academy)
  • Associate Editor
    • New Zealand Journal of Applied Business Research

Selected publications and creative works (Research Outputs)

  • Davis, R., Smith, S. D., & Lang, B. (2017). A comparison of online and offline gender and goal directed shopping online. Journal of Retailing and Consumer Services, 38, 118-125.
    URL: http://hdl.handle.net/2292/40689
    Other University of Auckland co-authors: Sandra Smith
  • Sundborn, G., Thornley, S. J., Malcolm, J., Zinn, C., Lang, B., & Johnson, R. (2017). New Zealand infants weaned onto a high sugar diet from four months old: Better health or better business? Part II. New Zealand Medical Journal, 130 (1457), 86-88.
    URL: http://hdl.handle.net/2292/40493
    Other University of Auckland co-authors: Simon Thornley, Gerhard Sundborn
  • Sundborn, G., Thornley, S., Lang, B., & Beaglehole, R. (2016). Better health or better business: A critique of the childhood obesity plan. New Zealand Medical Journal, 129 (1440), 145-148.
    Other University of Auckland co-authors: Gerhard Sundborn, Simon Thornley
  • Sundborn, G., Thornley, S., Lang, B., & Beaglehole, R. (2015). New Zealand's growing thirst for a sugar-sweetened beverage tax. New Zealand Medical Journal, 128 (1422), 80-82. Related URL.
    URL: http://hdl.handle.net/2292/27943
    Other University of Auckland co-authors: Gerhard Sundborn, Simon Thornley
  • Lang, B., & Mughal, S. (2015). Risky business? Which customers may be at the greatest risk during a horizontal merger. In K. S. Fam, P. Q. Brito (Eds.) MAG Scholar® Global Business Marketing and Tourism Conference 2015 proceedings: Travel, discover, marketing Porto, Portugal.
  • Lang, B. (2015). The marketing of sugary drinks. Paper presented at Fizz Symposium 2015, Manukau, New Zealand. 7 October - 7 October 2015. Fizz Symposium 2015. Related URL.
    URL: http://hdl.handle.net/2292/30630
  • Lang, B. (2014). “Let me tell you a story!”- Word of mouth as entertainment. Paper presented at 8th American Marketing Academy ServSIG 2014, Thessaloniki, Greece. 13 June - 15 June 2014.
  • Davis, R., Lang, B., & San Diego, J. (2014). How gender affects the relationship between hedonic shopping motivation and purchase intentions?. JOURNAL OF CONSUMER BEHAVIOUR, 13 (1), 18-30. 10.1002/cb.1450


Contact details

Primary office location

Level 4, Room 411
New Zealand

Web links