BU Team

Prof. Dr. Henrik Sattler
Leiter Promotionsprogramm

  • Professor für Marketing und Branding und Leiter des Instituts für Marketing an der Universität Hamburg
  • Gastwissenschaftler bzw. Gastprofessor am MIT, der Cornell University, der Australian Graduate School of Management Sydney, der University of New South Wales Sydney und der University of Technology Sydney
  • Veröffentlichte fünf Bücher und mehr als 50 internationale Peer­Review­Artikel, hauptsächlich in den Bereichen Brand­Management, Social­Media­Marketing und Marketing von hedonischen Medienprodukten
  • Publikationen u.a. in den Zeitschriften Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Journal of Retailing und Journal of Service Research
  • Seit 2015: Sprecher der FOR 1452, einer von der DFG mit mehr als 4 Millionen Euro geförderten Forschergruppe, die sich mit dem Thema „How Social Media is Changing Marketing“ befasst
  • 2003: Gründung des Zentrums für Markenmanagement und Marketing (ZMM) an der Universität Hamburg

 

Ausgewählte Publikationen:

Klein, K., Völckner, F., Bruno, H., Sattler, H., & Bruno, P. (2019). Brand Positioning Based on Brand Image-Country Image Fit. Marketing Science 38(3): 516-538.

Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each Can Help or Hurt: Negative and Positive Word of Mouth in Social Network Brand Communities. International Journal of Research in Marketing (IJRM), 33 (1), 42-58.

Erfgen, C., Zenker, S., & Sattler, H. (2015). The Vampire Effect: When Do Celebrity Endorsers Harm Brand Recall? International Journal of Research in Marketing (IJRM), 32 (2), 155-163.

Schnittka, O., Sattler, H., & Zenker, S. (2012). Advanced Brand Concept Maps: A New Approach for Evaluating the Favorability of Brand Association Networks. International Journal of Research in Marketing (IJRM), 29 (3), 265-274.

Fischer, M., Völckner, F., & Sattler, H. (2010). How Important are Brands? A Cross-category, Cross-country Study. Journal of Marketing Research (JMR), 47, 823-839.

Sattler, H., Völckner, F., Riediger, C., & Ringle, C. (2010). The Impact of Brand Extension Success Factors on Brand Extension Price Premium. International Journal of Research in Marketing (IJRM), 27 (4), 319-328.

Völckner, F., Sattler, H., Hennig-Thurau, T., & Ringle, C. (2010). The Role of Parent Brand Quality for Service Brand Extension Success. Journal of Service Research (JSR), 13 (4), 379-396.

Eggers, F., & Sattler, H. (2009). Hybrid Individualized Two-level Choice-Based Conjoint (HIT-CBC): A New Method for Measuring Preference Structures with Many Attribute Levels. International Journal of Research in Marketing (IJRM), 26 (2), 108-118.

Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing (JM), 71 (4), 1-18.

Hennig-Thurau, T., Henning, V., Sattler, H., Eggers, F., & Houston, M. (2007). The Last Picture Show? Timing and Order of Movie Distribution Channels. Journal of Marketing (JM), 71 (4), 63-83.

Völckner, F., & Sattler, H. (2007). Empirical Generalizability of Consumer Evaluations of Brand Extensions. International Journal of Research in Marketing (IJRM), 24 (2), 149-162.

Völckner, F., & Sattler, H. (2006). Drivers of Brand Extension Success. Journal of Marketing (JM), 70 (2), 18-34.

Sattler, H. (2000). A Simulation Analysis to Evaluate Brand Investments. OR Spectrum – Quantitative Approaches in Management, 22 (1), 173-196.

Gedenk, K., & Sattler, H. (1999). The Impact of Price Thresholds on Profit Contribution – Are 9-Ending Prices Based on Tradition or Economic Rationale? Journal of Retailing (JR), 75 (1), 33-57.