Springe direkt zu Inhalt

Dr. Alexander Mafael

alexander_mafael

Freie Universität Berlin

Marketing-Department

Postdoc

ERASMUS-Projektleitung

Adresse
Arnimallee 11
Raum 118
14195 Berlin

Sprechstunde

Weitere Informationen zur Sprechstunde finden Sie hier.

Akademischer Werdegang

  • Seit Oktober 2016: Post-Doc am Marketing Department der Freien Universität Berlin, Arbeitsbereich "Digital Marketing"
  • Dezember 2015: Promotion zum Dr. rer. pol. (summa cum laude). Doktorarbeit mit dem Titel "Information Processing in Customer Relationship Management - Investigating the Role of Electronic Word-of-Mouth and Loyalty Programs"
  • Seit Oktober 2011: Wissenschaftlicher Mitarbeiter am Marketing Department der Freien Universität Berlin
  • 2009-2011: Studium an der Freien Universität Berlin und der Copenhagen Business School (DK), M.Sc. Management & Marketing. Masterarbeit mit dem Titel „Customers’ Value Perception of Loyalty Programs – The Role of Loyalty Program Design“
  • 2006-2009: Studium an der Freien Universität Berlin und der Stockholms Universitet (SWE), B.Sc. Betriebswirtschaftslehre. Bachelorarbeit mit dem Titel "Der Einfluss der Unternehmenskultur auf den Erfolg der Strategie-Implementierung"

Workshops, Praktika und Forschungsaufenthalte

  • 2019: Research Stay at Cass Business School, City, University of London and Leeds Business School, University of Leeds
  • 2018: Research Stay at Cass Business School, City, University of London
  • 2017: Joint Research Workshop @McGill University, Montreal
  • 2016: 1. EMAC Research Camp, Wien.
  • 2014: 18. Doktorandenkolloquium von Simon-Kucher & Partners, Bonn.
  • 2012: 37. Konferenz der Macromarketing Society, Doktorandenkollquium, Berlin.
  • 2011: Auswärtiges Amt der Bundesrepublik Deutschland, Praktikum, Berlin
  • 2008: PlanB Consulting GmbH, Praktikum, Berlin. 

SoSe 2019

Master Management & Marketing: Ausgewählte Fragen der Marketingforschung (S)

Master Management & Marketing: Multivariate Analyseverfahren I (V/Ü)

WiSe 2018/2019

Master Management & Marketing: Grundlagen empirischer Forschung (SU/Ü)

SoSe 2018

Master Management & Marketing: Ausgewählte Fragen der Marketingforschung (S)

Bachelor BWL: Marketingplanung (V/Ü)

WiSe 2017/2018

Master Management & Marketing: Grundlagen empirischer Forschung (SU/Ü)

Bachelor BWL: Grundlagen des Marketings (V/Ü)


Ab WiSe 2011/2012

ERASMUS-Projektleitung

Ansprechpartner für die ERASMUS-Koordination mit den Universitäten Aarhus, Grenoble, Pau, Paris Dauphine, Athen, LUISS Rom, Groningen, Lissabon, Göteborg, Örebro, Barcelona, Salamanca, TDU Istanbul, Poznan und Pecs.

Bei ersten Fragen zu ERASMUS Angelegenheiten finden Sie nähere Anhaltspunkte unter diesem Link oder direkt beim ERASMUS Büro der FU Berlin.

Forschungsschwerpunkte

  • Consumer Decision Making & Information Search
  • Marketing Strategy
  • Digital Marketing
  • Advertising

Publication Profiles

Alexander Mafael on ResearchGate

Alexander Mafael on GoogleScholar

Articles in Refereed Journals

Mafael, A. (2019): How Regulatory Orientation and Feelings of Gratitude Shape Online Review Helpfulness. Journal of Consumer Psychology, 29 (4), 601-622.

Taylor, C.R., Mafael, A., Raithel, S., Anthony, C., & Stewart, D.W. (2019): Portrayals of Minorities and Women in Super Bowl Advertising. Journal of Consumer Affairs, forthcoming

Gottschalk, S., Mafael, A. (2017): Cutting Through the Online Review Jungle - Investigating Selective eWOM ProcessingJournal of Interactive Marketing, 37, 89-104.

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

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.

Articles in Refereed Conference Proceedings and Invited Presentations

Mafael, A., Raithel, S., Hausmann, M., Niemann, A., & Schwaiger, M. (2019). The influence of online complaints on third-party consumers. Presentation @Marketing Group Brown Bag Series,Cass Business School, City, University of London.

Mafael, A. (2019).How regulatory orientation and feelings of gratitude shape online review helpfulness, Presented @ Stockholm School of EconomicsLibera Università Internazionale degli Studi Sociali, Humboldt Universität zu Berlin, Imperial College London, University of Liverpool, Otto-von-Guericke Universität Magdeburg.

Mafael, A., Raithel, S., Hausmann, M., Niemann, A., & Schwaiger, M. (2019). The influence of online complaints on third-party consumers. Proceedings of the 48th EMAC-Conference, Hamburg, Germany.

Mafael, A., Raithel, S., Taylor, C.R., & Stewart, D.W. (2019). Scoring touchdowns with super bowl advertising – The impact of uniqueness and consistency on buzz. Proceedings of the 48th EMAC-Conference, Hamburg, Germany.

Gottschalk, S.A., Mafael, A., & Möller, J. (2019). To post or not to post? Understanding differences in online review posting behavior. Proceedings of the 48th EMAC-Conference, Hamburg, Germany.

Mafael, A., Raithel, S., & Hock, S.J. (2018). Exploring actual and ideal product recall strategies: The moderating role of brand equity. Proceedings of the 47th EMAC-Conference, Glasgow, Scotland.

Gottschalk, S.,  Möller, J., & Mafael, A. (2018). The impact of online review dispersion on intention to post. Proceedings of the 47th EMAC-Conference, Glasgow, Scotland.

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.