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Humboldt-Universität zu Berlin -

Prof. Dr. Daniel Klapper

Prof. Dr. Daniel Klapper
daniel.klapper (at) hu-berlin.de




Academic Background

Visiting Scholar

Academic Activities

Editorial Activities




  • Gabel, S., Guhl, D., Klapper, D. (2019). Mapping Market Structures for Large Retail Assortments. Journal of Marketing Research, forthcoming.
  • 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 (http://hdl.handle.net/10125/50002).
  • 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 2016, DOI: 10.2016/j.retai.2016.02.004.
  • Kostyra, D., Reiner, J., Natter M. and Klapper, D. (2016). Decomposing the Effects of Online Customer Reviews on Brand, Price and Product. Forthcoming in: International Journal fo Research in Marketing, Special Issue: Branding in a Digitally Empowering World, Vol. 32 (1).

  • 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).

  • more

Academic Background


  • Professor of Business Administration and the head of the Institute of Marketing of the School of Business and Economics, Humboldt University Berlin: since April 2012.
  • Professor of the course “Consumer Goods Marketing”, Wolfgang Goethe University Frankfurt: April 2006 - March 2012.
  • Professor of the course “Marketing” at the Institute of Business Administration, Christian-Albrechts-University Kiel: April 2001 - March 2006.
  • Research assistant at the Institute of Marketing, Humboldt University Berlin: October 1997 - March 2001.
  • Research assistant at the Institute of Marketing, Humboldt University Berlin: October 1994 - September 1997.
  • Research assistant at the Department of Marketing, Bielefeld University: December 1990 - September 1994.


Visiting Scholar


  • Visiting scholar at the Graduate School of Business, Stanford University: October 2011 – March 2012, November 2007 – March 2008 and September 2004 – March 2005.
  • Visiting Scholar at the Anderson Graduate School of Management, UCLA: March 1994 – April 1994.
Academic Activities


  • Member of the research group Konsum und Verhalten: since 2001
Editorial Activities


  • Member of the editorial board of the International Journal of Research in Marketing.
  • Member of the editorial board of the Review of Managerial Science.
  • Member of the editorial board of the Marketing ZfP.
  • Member of the editorial board of the Bur - Business Research.


  • Best course in bachelor studies at Goethe University Frankfurt:  WS 2008/2009, SS 2007, SS 2006.
  • Best course in undergraduate studies at Christian-Albrechts-University Kiel: SS 2006.