Humboldt-Universität zu Berlin - Wirtschaftswissenschaftliche Fakultät

Prof. Dr. Daniel Klapper

Prof. Dr. Daniel Klapper
daniel.klapper (at)




  • Pleshcheva, V. and Klapper, D. (2020). The Moderating Effect of Fuel Prices on the Market Value of Fuel Economy, Driving Intensity, and CO2 Emissions. Marketing ZFP, 42(1), 48-63.

  • Yegoryan, N., Guhl, D., Klapper, D. (2020). Inferring Attribute Non-attendance using Eye Tracking in Choice-based Conjoint Analysis. Journal of Business Research, 111, 290-304.

  • Dowling, K., Guhl, D., Klapper, D., Spann, M., Stich, L., Yegoryan, N. (2020). Behavioral biases in marketing. Journal of the Academy of Marketing Science, 48(3), 449-477.

  • Gabel, S., Guhl, D., Klapper, D. (2019). P2V-MAP: Mapping Market Structures for Large Retail Assortments. Journal of Marketing Research, Vol. 56, No. 4, 557-580.

  • Sifa, R., Runge, J., Bauckhage, Chr. and Klapper, D. (2018). Customer Lifetime Value Prediction in Non-Contractual Freemium Settings: Chasing High-Value Users Using Deep Neural Networks and SMOTE. Proceedings of the 51st Hawaii International Conference on System Sciences, 923-932 (
  • Hartmann, W. and Klapper, D. (2018). Super Bowl Ads. Marketing Science, Vol. 37, No. 1, 78-96.
  • Guhl, D., Winkler von Mohrenfels, H., Abshagen, J., and Klapper, D. (2016). Measuring Marketing Success: Estimating the Effect of Social Media and TV Advertising on Brand Attention (Research Note). Marketing ZFP, Vol. 38, No. 1, 44-54.
  • Zenetti, G. and Klapper, D. (2016). Advertising Effects Under Consumer Heterogeneity - The Moderating Role of Brand Experience, Advertising Recall and Attitude. Journal of Retailing, Vol. 92, Issue 3, September 2016, 352-372.
  • Kostyra, D., Reiner, J., Natter, M. and Klapper, D. (2016). Decomposing the Effects of Online Customer Reviews on Brand, Price and Product. International Journal of Research in Marketing, Vol. 33, No. 1, 11-26.
  • Kostyra, D.S and Klapper, D. (2015). Signaling Teamwork: How Brand Prominence in Brand Alliance Communication Can Influence Customer Perception. Marketing ZFP, Vol. 37, No. 2, 69-78. Best Paper Award 2015. 
  • Winkler von Mohrenfels, H. and Klapper, D. (2014). Sharing in Social Networks: How Signaling Increases Product Appeal. Marketing ZFP, Vol. 36, No. 1, 22-36.

  • Zenetti, G., Bijmolt, T.H.A., Leeflang, P.S.H. and Klapper, D. (2014). Search Engine Advertising Effectiveness in a Multimedia Campaign. International Journal of Electronic Commerce, Vol. 18 (3), pp. 7-38.

  • Bonnet, C. Dubois, P., Villas-Boas, S. & Klapper, D. (2013). Empirical Evidence on the Role of Non Linear Wholesale Pricing and Vertical Restraints on Cost Pass-Through. Review of Economics and Statistics, Vol. 95 (2), pp. 500-515.

  • Winkler von Mohrenfels, H., Faure, C. and Klapper, D. (2012). When Status Pulls You One Way and Another: A Dilemma for Sustainable Investments. Advances in Consumer Research, Vol. 40, pp. 1041-1042.

  • Winkler von Mohrenfels, H. and Klapper, D. (2012). The Influence of Mobile Product Information on Brand Perception and Willingness to Pay for Green and Sustainable Products. Proceedings of the International Conference on Information Systems (ICIS).


Wissenschaftlicher Werdegang


  • Dekan der Wirtschaftswissenschaftlichen Fakultät der Humboldt-Universität zu Berlin seit April 2018

  • Professur für Betriebswirtschaftslehre und Direktor des Instituts für Marketing an der Wirtschaftswissenschaftlichen Fakultät der Humboldt-Universität zu Berlin, seit April 2012

  • Professur für Konsumgütermarketing am Schwerpunkt Marketing der Johann Wolfgang Goethe-Universität Frankfurt, April 2006 bis März 2012

  • Professur für Absatzwirtschaft am Institut für Betriebswirtschaftslehre der Christian-Albrechts-Universität zu Kiel, April 2001 bis März 2006.

  • Wissenschaftlicher Assistent am Institut für Marketing der Humboldt-Universität zu Berlin, Oktober 1997 bis März 2001.

  • Wissenschaftlicher Mitarbeiter am Institut für Marketing der Humboldt-Universität zu Berlin, Oktober 1994 bis September 1997.

  • Wissenschaftlicher Mitarbeiter am Lehrstuhl für Marketing der Universität Bielefeld, Dezember 1990 bis September 1994.