Claas Christian Germelmann

Claas Christian Germelmann
University of Bayreuth · Department of Business Administration III (Marketing)

Dr. rer. pol., Dipl.-Kfm.

About

119
Publications
24,642
Reads
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574
Citations
Introduction
With his research rooted in consumer behaviour, advertising, and media research, Claas Christian Germelmann is interested in the relevance of contexts for consumers' information perception, processing, and evaluation. Research areas he covers are consumers’ persuasion knowledge and their cognitive and emotional reactions to perceived or actual deception in advertising. He further investigates consumers' co-creative and co-destructive behaviours in settings like sports or higher education.
Additional affiliations
May 2011 - present
University of Bayreuth
Position
  • Head of Department
May 2011 - present
University of Bayreuth
Position
  • Professor (Full)
April 2006 - May 2011
Universität des Saarlandes
Position
  • Research Associate
Education
May 1997 - April 2002
Europa-Universität Viadrina Frankfurt (Oder)
Field of study
  • Business Administration with Focus on Consumer Behaviour
October 1991 - December 1996
University of Cologne
Field of study
  • Business Administration

Publications

Publications (119)
Experiment Findings
Keeping distance from others is a key measure in the COVID-19 pandemic. In two field experiments, we investigate the effectiveness of nudges that support customers in distance keeping: duct-taped lines, footprints, and footprints with transparent distance information. Results of Study 1 show greater nudging effects for footprints in comparison with...
Conference Paper
Governments have sought to help consumers make healthier food choices, and increasingly suggest manufacturers to use traffic-light labels (TLLs) on food products. In the context of a self-service canteen, we investigate how a TLL (“Nutri-Score”) on prepared dishes influences food perceptions (healthiness, taste, and satiety) and food choice. An onl...
Article
A considerable amount of food is discarded in canteens every day. This waste has created a countermovement, where groups of mainly students purposefully choose to eat other consumers’ plate leftovers instead of buying fresh meals. This phenomenon highlights two opposing narratives: leftovers as food waste versus leftovers as edible food resources....
Article
Full-text available
Background Lack of physical activity and long, uninterrupted periods of sitting are increasingly considered as independent health risk factors and are very pronounced in people with a high level of education. This particularly affects young adults in general and university students in particular.Objectives Evaluation of acceptance and effectiveness...
Article
Full-text available
Discussion about the role of purpose in organizational and marketing management has gained momentum. Although supporters as well as critics see their positions confirmed, no consensus has yet emerged on the definition of purpose, and an elementary scientific discourse is missing. The article provides a fundamental understanding of higher purpose as...
Chapter
In order to find ways to reduce wastage of food leftovers, it is necessary to understand the factors that influence such wastage. Using the extreme example of reusing food leftovers from unknown consumers, we consider the extent to which consumer contamination of food leftovers influences the probability of choosing these food leftovers, through th...
Chapter
In summer 2018, Canadian Prime Minister Justin Trudeau called for “storytellers” to address the problem that he said was top priority for him these days: “the intransigence, polarization, unwillingness to listen to diverse points of view, and tribalism-run-amuck that afflicts society” (Alan Murray, Fortune CEO Daily 2018-09-11). Given such great ex...
Chapter
Aufgrund der Vielzahl der Kontaktmöglichkeiten und dem Wunsch nach permanenter Erreichbarkeit, werden Menschen ständig in ihrem Tun unterbrochen und in der Regel werden diese Unterbrechungen als störend angesehen. Bisherige Befunde zeigen allerdings, dass Unterbrechungen während der Entscheidungsfindung auch positive und teilweise überraschende Aus...
Chapter
Unter Public Health Gesichtspunkten ist die Förderung der Alltagsbewegung sowie die Verringerung des Sitzverhaltens zunehmend bedeutsam. Das von der Techniker Krankenkasse geförderte Projekt ‚Smart Moving‘ zeigt auf, wie unter Einbezug der Kernelemente des Setting-Ansatzes der Ottawa-Charta der Weltgesundheitsorganisation, ‚Partizipation‘ und ‚Empo...
Article
We suggest that thematic ad–medium congruency versus incongruency evokes distinct effects on consumer evaluations through different underlying mechanisms. Specifically, we propose congruency largely has positive effects on consumer evaluations due to a relatively automatic fluency process, whereas incongruency evokes a more conscious and negative p...
Article
In this editorial, we introduce the articles in this special issue and the new routes within brand research in sport management that they explore. Moreover, we suggest additional routes and junctions in terms of future research directions, including integrated branding, cultural brand meaning and digital transformation. We put forward a set of rese...
Article
Unternehmensdiversifikationen sind aufgrund ihrer praktischen Relevanz seit mehr als 50 Jahren Gegenstand von Analysen des Strategischen Marketing. Setzt man sich jedoch eingehend mit der Literaturbasis auseinander, stößt man auf inkonsistente Ergebnisse und diverse Weiterentwicklungsmöglichkeiten – vor allem aus einer strategischen Perspektive. Di...
Chapter
Der Beitrag zeigt den State-of-the Art zur Vermittlung der vielfältigen Chancen des „Handicap-Fußballs“ für Vereine auf. Es wird gezeigt, welche Perspektiven in der Gestaltung eines Marketingkonzeptes zur strategischen Umsetzung der dargelegten Chancen für einen Breitensportverein bestehen. Unabhängig von den dargestellten wirtschaftlichen Chancen...
Article
Full-text available
In this article, we investigate how rationality and emotionality influence sponsorship negotiations and relationships between sponsors and sponsees. A total of 33 semistructured interviews with sponsors, sponsees and sponsorship agencies shed light on these processes from three different perspectives. Our results indicate that managers appreciate a...
Article
Consumers’ complaints about deceptive marketing tactics receive much attention over the internet and in the media. Therefore, it is crucial to learn more about consumer deception from a theoretical perspective. Academic literature mainly looks at objective consumer deception, whereas less is known about consumers’ perceptions of a deception. This r...
Chapter
Can you imagine eating food leftovers from strangers? For many, the answer is a definite “No!” Yet, this is precisely what a small group of students from the University of Freiburg in Germany did. They justified their behavior as making a contribution to reducing the amount of food waste (Burfeind 2016). From a consumer behavior perspective, this i...
Article
Full-text available
The aim of this paper is to unveil the dynamics of multi-actor engagement in triadic constellation as part of a service ecosystem from a social practices standpoint. We conducted qualitative in-depth interviews with 22 experts of various kinds in the German Bundesliga. In this context, market-facing (e. g., firms), public (e. g., clubs) and private...
Article
This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities...
Article
Full-text available
Purpose The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting. Design/methodology/approach A 2×2 experimental desi...
Chapter
While advertising planners often seek matching media content, some research suggests ad-medium incongruence can be more effective. We analyze the effects from a dual-process viewpoint and find that ad-medium incongruence can evoke a negative deliberative process, involving persuasion knowledge (pk), which is different from the standard fluency expl...
Chapter
Since at least the seminal articles by Gerrig (1994) and Stern (1994), consumer researchers have investigated the effects of storytelling in marketing. Despite the growing body of literature, many questions that surround the value that stories can create for consumers that wait to be answered. Expanding on the AMS 2016 special session “Unveiling th...
Article
Full-text available
Emotionen sind für viele Bereiche der Betriebswirtschaftslehre und insbesondere des Marketings relevant. Dieser Beitrag verfolgt das Ziel, einen umfassenden Überblick zur Emotionsforschung in diesen Bereichen zu geben. Dabei stehen folgende Forschungsfragen im Fokus: Welche Fragestellungen zu Emotionen wurden bereits untersucht? Wie können diese un...
Article
Full-text available
This conceptual paper looks into the question of what purpose and which superordinate strategic goals can be identified for higher education. Because of the large variety of different purposes and goals in the existing literature, there’s a need for integrative models and frameworks that help to manage the complex challenges which higher education...
Poster
Full-text available
Building on contemporary crowd psychology, this paper investigates if and how individuals experience a shared identity with strangers at diverse crowd events. We conducted qualitative semi-structured interviews with crowd participants in three different crowd contexts. Findings suggest that shared identity led to increased intimacy with strangers a...
Article
Full-text available
This conceptual paper addresses the issue of value creation in the field of higher education and presents a new theoretical perspective by assigning the Service Dominant Logic (SD-logic) and developing a higher education value framework, consisting of ten "foundational premises" for a better understanding of higher education phenomena. Furthermore,...
Chapter
Full-text available
Social networks such as Facebook have become a fundamental venue for positive sport-related interaction. However, social media provide also a perfect platform for negative communication and anti-brand communities which are forming around common aversions toward a specific brand (Hollenbeck and Zinkhan 2006). Emerging research suggests negative cons...
Article
Building on social exchange theory and value co-creation, the present paper investigates how obligations and expectations of reciprocity as well as value-in-social-context shape preferences for or against free accommodation sharing. Applying a grounded theory approach, we propose a novel theoretical framework linking the notions of mutual giving an...
Chapter
Full-text available
Social and economic disparities prompt the need for services provided by many non-profits as well as most corporate social responsibility (CSR) initiatives. Many firms donate resources to non-profit organizations as part of broader goals related to CSR. Non-profit organizations designed to serve individuals, and their communities must therefore use...
Chapter
The Internet has given rise to anti-brand communities which are forming around common aversions toward brands. We illuminate this phenomenon in the context of social networking sites and consider effects on sponsorships of the opposed brand. Therefore, we conduct a mixed method study of Facebook-organized anti-brand communities using the brand FC B...
Chapter
Questions of morality arise with many business decisions and practices, specifically when consumers are involved. Businesses as well as consumers have moral standards they cling to when interacting with other actors. These moral standards can be seen as individuals’ knowledge about implicit moral rules, norms, and laws of social life (Tangney et al...
Article
Full-text available
Purpose – Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach – The authors conducted a netnographic study of Facebook-...
Article
Full-text available
Purpose This paper focuses on similarity cues that may strengthen bonds among crowd members, and that serve as “glue” between individual group members, in the context of collective football-viewing events. Design/methodology/approach Study 1 is a qualitative field study that focused on the subjective socio-emotional experiences of event visitors,...
Book
Verbraucherleitbilder sind in der politischen Diskussion zu Verbraucherschutz und Verbraucherpolitik ein Schlüsselkonzept geworden. Sie können Orientierung bieten, stehen aber auch stets in der Gefahr, als politische Kampfbegriffe missbraucht zu werden. Die vorliegende Studie ist die erste, die einen interdisziplinären Blick auf Verbraucherleitbild...
Chapter
Hedonic consumption is often characterized by joint social experiences (Arnould and Price 1993; Holt 1995). Joint experiences involve sharing emotions with each other (Argo et al. 2008; Ramanathan and McGill 2007) and a certain feeling of belongingness may lead to increased hedonic value (Raghunathan and Corfman 2006). Customers of a hedonic mass s...
Conference Paper
Full-text available
This paper contributes to the discussion of sharing and reciprocity. Following a mixed method approach, we examine the role of reciprocity within the context of Couchsurfing, a free online hospitality exchange platform. Results indicate that giving and receiving play different roles when it comes to the hosts' balance perceptions.
Conference Paper
Full-text available
Social networks such as Facebook have become a fundamental venue for positive sport-related interaction. However, social media provide also a perfect platform for negative communication and anti-brand communities which are forming around common aversions toward a specific brand (Hollenbeck & Zinkhan, 2006). Emerging research suggests negative conse...
Conference Paper
Full-text available
In this paper we examine sharing within the context of Couchsurfing, a free online hospitality exchange platform. We investigate the hosts' understanding of sharing and their motivation to host since hosting someone is a prime example for sharing. Although literature defines sharing as non-reciprocal, in line with results of former Couchsurfing stu...
Book
Full-text available
Die digitale Welt zeichnet sich durch eine starke Differenzierung zwischen zentralen großen Akteuren (sowohl Global Player als auch nationaler Anbieter) und durch eine große Zahl kleinerer Anbieter aus. Daraus ergibt sich das Bild eines Marktes, der für die Verbraucher nicht nur unübersichtlich ist, sondern der auch kritisch im Hinblick auf die Ver...
Chapter
The data generated through mobile applications on smart mobile devices represents one of the most interesting and valuable shares of Big Data. This highly per-sonalized and traceable information comes with implications for basically all stake-holders and should lead consumers to rethink their imprudent usage of apps.
Chapter
Der Beitrag zeigt den zukünftigen Forschungsbedarf auf, der in der Gestaltung eines Marketingkonzeptes zur strategischen Umsetzung der dargelegten Chancen für einen Breitensportverein besteht. Unabhängig von den dargestellten wirtschaftlichen Chancen gibt es jedoch noch gewichtigere Argumente, um Vereine für ein Engagement im Inklusionsfußball zu ü...
Conference Paper
Full-text available
The so-called privacy paradox – consumers expressing their need for privacy but acting in the opposite way – can be observed in the app market. Consumers download apps without a monetary payment, but need to provide personal data, without being aware of the amount and quality of data requested. Does this indicate that app users are unconscious cons...
Article
Full-text available
Research question: This exploratory paper aims to introduce the concept of value co-destruction in the field of sport management and research. We asked whether all groups of spectators at a sport stadium experienced value co-destruction in the same way. Moreover, we analysed how the prior expectations of the various stadium spectator groups influen...
Article
The data generated through mobile applications on smart mobile devices represents one of the most interesting and valuable shares of Big Data. This highly personalized and traceable information comes with implications for basically all stakeholders and should lead consumers to rethink their imprudent usage of apps.The EMC-sponsored ‚Digital Univers...
Conference Paper
Full-text available
In comparing the paradigm of " students as active participants " with the traditional notion of " students as paying customers " , we investigate students' identification with their programs of study at their university. Based on a survey of 566 undergraduate students, we found students' identification to be a decisive driver of student loyalty. As...
Chapter
Einkaufszentren sind ein Erfolgsmodell im Handel. Der Zusammenschluss von einzelnen Einzelhandels- und Dienstleistungsbetrieben, unter Leitung des Center Managements, bietet viele Vorteile für die Konsumenten. In dem vorliegenden Beitrag wird der Erfolg von Einkaufszentren aus verschiedenen Perspektiven betrachtet. So wird zu Beginn eine Typologisi...
Article
Full-text available
Luxuriös gestaltete Einkaufsumwelten liegen im Trend, wie verschiedene Neueröffnungen der letzte Jahre zeigen. Gerade in solchen hochwertig gestalteten Geschäften und Einkaufszentren ist die von den Konsumenten beim Einkauf verspürte Dominanz, also das Gefühl, „alles im Griff zu haben“, eine wesentliche Voraussetzung dafür, dass Konsumenten ein Ges...
Article
Against the background of international student bodies, intercultural interaction between the students from different nations has become a key success factor for internationalized universities. This is particularly true for border universities, often founded with the objective of advancing mutual understanding between students from different countr...
Article
In developing and transition economies, microlending has become an effective instrument for providing micro businesses with the necessary financial resources to launch operations. In industrialized countries, with their highly developed banking systems, however, there has been ongoing debate on the question of whether an uncovered demand for microl...
Article
Full-text available
In developing and transition economies, microlending has become an effective instrument for providing micro businesses with the necessary financial resources to launch operations. In industrialized countries, with their highly developed banking systems, however, there has been ongoing debate on the question of whether an uncovered demand for microl...
Chapter
Full-text available
Ausgelöst durch einen anonymen Brief vom 24. Mai 2007 an Heide Simonis, die damalige ehrenamtliche Vorsitzende von Unicef Deutschland, gerät die deutsche Sektion von Unicef in die schwerste Krise seit ihrer Gründung im Jahr 1953. Als schließlich im Februar 2008 Heide Simonis als Vorsitzende von Unicef Deutschland zurücktrat, berichten die Medien au...
Chapter
Full-text available
Im sechsten Kapitel dieses Buchs soll nun anhand von branchenorientierten Betrachtungen und anhand von Fallstudien gezeigt werden, welche Rolle die Medien in einzelnen Bereichen des Marketing spielen können.
Chapter
Full-text available
Bis vor wenigen Jahren konnte man den Eindruck gewinnen, dass Marketing und die verschiedenen Kommunikations- und Medienwissenschaftlichen Disziplinen getrennte Welten darstellen. Zumeist unterschiedlichen Fakultäten zugeordnet, bestand vielfach wenig Austausch zwischen den Forschergruppen. „If you ask different people [from the communications or m...
Article
Full-text available
Im zweiten Kapitel des Sammelbandes wird aus verschiedenen Perspektiven gezeigt, wie die Medien das Konsumentenverhalten beeinflussen. Deutlich wird, dass eigentlich gar nicht pauschal von „den“ Medien gesprochen werden kann, sondern dass bei der Formulierung von Aussagen zu Wirkungszusammenhängen immer konkretisiert werden muss, welche Medien gena...
Article
Full-text available
Die zunehmende Bedeutung der Medien für das Marketing strahlt nicht nur auf den Einsatz der Marketinginstrumente und die Wahl geeigneter Strategien unter Berücksichtigung verschiedenster Medienwirkungen aus, sondern sie manifestiert sich auch in der Notwendigkeit, Medien bereits auf der Ebene der Marketingorganisation zu berücksichtigen.
Article
Full-text available
Wenn das Zusammenspiel von Medien und Marketing untersucht werden soll, dann ist es unabdingbar, die Rahmenbedingungen zu analysieren, unter denen Medien ihre marketingrelevanten Wirkungen entfalten.