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Claas Christian Germelmann
Claas Christian Germelmann Chair of Marketing at the University of Bayreuth, Germany, and Vice-Director of the University of Bayreuth Graduate School. He has been visiting Scholar at Indiana University, Kelley School of Business, at the invitation of Professor H. Shanker Krishnan, Ph.D. Since 2012, he is Guest Professor at the Université de Lorraine.
With his research rooted in consumer behavior, advertising, and media research, Claas Christian Germelmann is interested in different contexts and their impact on consumer behavior. In the field of marketing communication, he focuses on consumers’ persuasion knowledge and their reaction to context-induced effects. For instance, he investigates ad-media congruence, storytelling techniques, and native advertising and selling formats. Another area he explores is the interplay of sport consumers, sport events, and sport servicescapes in the co-creation of value in spectator sports. He aims at developing research designs that avoid forced exposure techniques and establish in vivo conditions for higher external validity. As an expert for consumer protection and persuasive communication, he serves as public policy consultant for governmental and non-governmental organizations.
He publishes regularly in leading Marketing, Consumer Behavior, and Sport Management journals, and he serves on many international editorial review boards. He has received the M. Wayne DeLoizier Award for Best Conference Paper of the 2015 Academy of Marketing Science Annual Conference. In 2016 and 2017, he was awarded the Journal of Consumer Marketing Award for Excellence as Outstanding Reviewer. In 2017, he received the Lamb-Hair-McDaniel Outstanding Marketing Teacher Award.