To person overview
  • Professor

Prof. Dr. Henning Kreis

Professor of Market and Advertising Psychology, Study programme director International Business Adminstration
Office hours Consulting hours on request by email
Room: BSM - H.812
Phone: +49 30 51 56 50 - 904

About me
About me

2017 - Present
Professor of Market and Advertising Psychology, SRH Berlin University of Applied Sciences

2010 - 2011
Freelance consultant at Roland Berger Consulting

Dr. rer. pol., Humboldt Universität zu Berlin, Department of Economics

Topic: „Quantitative Analyses on the impact of R&D and Marketing on company performance”

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

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

1995 - 1997
Apprenticeship as banker, Commerzbank Düsseldorf

I have contributed to these publications

Kuß, A., Wildner, R. & Kreis, H. (2018): Marktforschung. 6. Auflage, 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.


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

Research Foci

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