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Dr. Alexander Mafael


Freie Universität Berlin

Marketing Department


Erasmus Coordinator

Arnimallee 11
Room 118
14195 Berlin

Office hours

For current consultation hours, please see here.

Education and Academic Experience

  • Since October 2016:

    Postdoc at the Marketing Department (Freie Universität Berlin), working on topics in digital marketing,

  • December 2015:

    PhD in Marketing (summa cum laude).Thesis: "Information Processing in Customer Relationship Management - Investigating the Role of Electronic Word-of-Mouth and Loyalty Programs”

  • Since October 2011:
    Research Associate and PhD Student at the Marketing Department (Freie Universität Berlin)

  • 2009-2011:
    Freie Universität Berlin and at the Copenhagen Business School (DK), M.Sc. Management and Marketing

  • 2006-2009:
    Freie Universität Berlin and Stockholm University (SWE), B.Sc. Business Administration

  • Master thesis „Customers’ Value Perception of Loyalty Programs – The Role of Loyalty Program Design”

Research Stays, Workshops, and Industry Experience

  • 2017: Joint Research Workshop @McGill University, Montreal

  • 2016: 1. EMAC Research Camp, Vienna.

  • 2014: 18. Doctoral Colloquium @Simon-Kucher & Partners, Bonn.

  • 2012: 37. Conference of the Macromarketing Society, Berlin.

  • 2011: Intern at Auswärtiges Amt der Bundesrepublik Deutschland, Berlin

  • 2008: Intern at PlanB Consulting GmbH, Berlin.


Contact person for the ERASMUS-Coordination with the Universities of Aarhus, Tampere, Grenoble, Pau, Athen, Rom, Groningen, Lissabon, Göteborg, Lund, Örebro, Barcelona und Salamanca.

Answers or indications to general questions about ERASMUS affairs you can find here or at the ERASMUS Büro of the FU Berlin.


Summer term 2016

Master Management & Marketing: Multivariate Analysemethoden II (L/T)

Winter term 2015/2016

Bachelor BWL: Grundlagen des Marketings (L/T)

Summer term 2015

Bachelor BWL: Marketingplanung (L/T)

Winter term 2014/2015

Bachelor BWL: Grundlagen des Marketings (L/T)

Summer term 2013 

Bachelor BWL: Marketingplanung (L/T)

ABV: Projekt- und Eventmanagement (SU)

From winter 2011/2012

ERASMUS-projekt management

Research focuses

  • Consumer decision making & information search
  • Choice & information overload
  • Effects of customer loyalty programs
  • Food consumption & sports nutrition products

Articles in Refereed Journals

Articles in Refereed Conference Proceedings

  • Mafael, A., Raithel, S., & Hock, S.J. (2017). The impact of firm response to product-harm crises on customer satisfaction: The mediating role of moral judgment. Proceedings of the 46th EMAC-Conference, Groningen, Netherlands. 

  • Gottschalk, S., Mafael, A., & Kreis, H. (2016): Cross-referencing in Online Reviews. Proceedings of the 45th EMAC-Conference, Oslo, Norway.

  • Mafael, A., & Kreis, H. (2016): The Interactive Effect of Regulatory Focus and Review Valence on Helpfulness Ratings. Proceedings of the 45th EMAC-Conference, Oslo, Norway.

  • Mafael, A., Gottschalk, S., & Kreis, H. (2015): Turning a Blind Eye to Opposing Information - Examining Biased Assimilation of Brand-Related Online Consumer Reviews. Proceedings of the 44th EMAC-Conference, Leuven, Belgium.

  • Gottschalk, S., & Mafael, A. (2014): Wie schlagen sich Konsumenten durch den Bewertungs-Dschungel? Eine Analyse von Strategien zum Umgang mit Electronic Word-of-Mouth. Beitrag im Best Paper Award Wettbewerb 2014. BVM inbrief 2 (2014), 20.

  • Mafael, A., Gottschalk, S., Kreis, H., & Deckert, A. (2014): The Impact of Brand Strength on Consumers' Reactions Towards eWOM. Proceedings of the 43rd EMAC-Conference, June, Valencia.

  • Gottschalk, S., & Mafael. A. (2014): Cutting Through the Online Review Jungle - Exploring Strategic Patterns of eWOM Handling. Proceedings of the 43rd EMAC-Conference, June, Valencia.

  • Mafael, A., & Gottschalk, S. (2013): Cutting Through the Online Review Jungle - Exploring eWOM Handling Strategies. Proceedings of the 42nd EMAC-Conference, June, Istanbul.

  • Mafael, A., & Kreis, H. (2012): How Loyalty Programme Design influences Customers’ Value Perception – Investigating the Relationship between Motive and Value, Proceedings of the 41st EMAC-Conference, May, Lisbon.