Claas Christian Germelmann

Prof. Dr. Claas Christian Germelmann is a full-time Professor and Chair of Marketing & Consumer Behavior at the University of Bayreuth, where he has been serving since 2011. He is also a regular invited guest professor at Université de Lorraine since 2012, contributing to consumer behavior and advertising research. His work bridges academic scholarship and practical application in strategic marketing.

His research interests center on marketing communication and consumer behavior across diverse domains including food, media, and sports consumption. He critically examines the use of persuasion techniques in advertising and their implications for consumer protection, combining theoretical rigor with real-world relevance.

Prof. Germelmann has been recognized with several honors, including the Lamb-Hair-McDaniel Outstanding Marketing Teacher Award (2017) and consecutive Outstanding Reviewer awards from the Journal of Consumer Marketing (2016, 2017). He is actively involved in scholarly dissemination as co-editor-in-chief of transfer – advertising research and practice and serves on the editorial boards of the Journal of Business Research and the Journal of Consumer Marketing.

• Academic Leadership: Chair of Marketing & Consumer Behavior, University of Bayreuth
• International Engagement: Invited Guest Professor, Université de Lorraine
• Editorial Roles: Co-Editor-in-Chief, transfer – advertising research and practice; Editorial Board Member, Journal of Business Research and Journal of Consumer Marketing

In practice, he advises companies on strategic marketing, leveraging diverse methodologies to generate brand-specific, decision-relevant customer insights. His applied work complements his academic contributions, ensuring impact beyond the classroom and journal pages.

He is affiliated with the Faculty of Law, Business and Economics at the University of Bayreuth, within the Department of Marketing & Consumer Behavior. No laboratory or research team is explicitly mentioned in the provided text.