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Prof. Dr.
Henning Kreis


Study programme director International Business Administration, Business Psychology - Marketing


  • Market and Advertising Psychology
  • Consumer Behavior
  • Market Research
  • Multivariate Methods

Office Hours: On request by email

Research Focus

  • Customer reviews and user generated content
  • Word-of-mouth
  • Methods of market research

Academic Career

Since 2017: SRH Hochschule Berlin, Professor of Markt- und Werbepsychologie

2008: Dr. rer. pol., Humboldt Universität zu Berlin, „Quantitative Analyses on the impact of R&D and Marketing on company performance”, Department of Economics.

2001: Dipl. Kfm. Business Administration, Focus: Marketing and Organization, Otto-von Guericke Universität Magdeburg and Macquarie University Sydney.

Professional Experience

2010-2011: Freelance consultant at Roland Berger Consulting

2002-2008: Research assistant and doctorate at the institute of marketing at Humboldt-Universität Berlin. Focus of teaching and research on consumer behavior and methods of market research

1995-1997: Apprenticeship as banker, Commerzbank Düsseldorf


Kuß, A., Wildner, R. & Kreis, H. (2018): Marktforschung (Market research). 6th edition, SpringerGabler, Wiesbaden.

Mafael, A., Gottschalk, S., & Kreis, H. (2016): Examining Biased Assimilation of Brand-related Online Reviews. Journal of Interactive Marketing, 36, 91-106.

Kreis, H. & Gottschalk, S. (2015): Relating eWOM Motives to eWOM Channel Choice – Why do We Post Where We Do? sbr-Schmalenbach Business Review, S. 406-429.

Sajtos, L., Kreis, H., Brodie, R. (2015): Image, Brand Relationships and Customer Value: Exploring the Moderating Role of Advertising Spending- and Labour-intensity in Customer Loyalty. Journal of Service Theory and Practice (ehemals: Managing Service Quality: An International Journal), 25 (1), 51-74.

Asche, M. & Kreis, H. (2014): Apps as Crucial Value Components and their Impact on the Customer Experience. Marketing Review St. Gallen, 05/2014, 42-50.

Kreis, H. & Mafael, A. (2014): The Influence of Customer Loyalty Program Design on the Relationship between Customer Motives and Value Perception. Journal of Retailing and Consumer Services, 21(4), 590-600.

Herm, S., Callsen-Bracker, H.-M. & Kreis, H. (2014): When the Crowd Evaluates Soccer Players’ Market Values: Accuracy and Evaluation Attributes of an Online Community. Sport Management Review, 17(4), 484-492.

Kuß, A., & Kreis, H. (2013): Wissenschaftlicher Realismus und empirische Marketingforschung. Marketing ZFP, 35(4), 255-271.

Hildebrandt, L., Kreis, H. & Schwalbach, J. (2010). Unternehmensreputation und der Fortune-Reputationsindex – Eine Analyse der Stabilität und Struktur. Marketing ZFP, 32(4), 203-217.

Dannewald, T., Kreis, H. & Silberhorn, N. (2008): Das Hybride Wahlmodell und seine Anwendung im Marketing. Marketing ZFP, 30(1), 7-18.