 Prof. Dr. Henrik Sattler |
Welcome to the Chair for Marketing & Branding at the Institute of Marketing and Media
Our work focuses on empirical research in an international context. One fundamental aim is the reciprocal transfer of knowledge between university and management which is ensured by the Academical Centre for Brand Management and Marketing (Wissenschaftliches Zentrum für Markenmanagement und Marketing – ZMM). We publish our research in international and national top-journals. Alone over the last five years more than 30 reviewed articles as well as two books have been published. Main research interests are brand management (e. g. brand strategic options, brand evaluation), media management (e. g. hedonic media products, impacts of file-sharing-activities on the profitability of media offers), price management (e. g. price behavior of consumers, pricing), market research and measurement of consumer preferences (e. g. HIT-Conjoint-Analysis). In particular, we focus on media, consumer goods, service and retailing industries. |
| Latest Publications | |
| Schnittka, O., H. Sattler und S. Zenker, "Avanced Brand Concept Maps: A New Approach for Evaluating the Favorability of Brand Association Networks", forthcoming in: International Journal of Research in Marketing (IJRM), 2012. |
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Schnittka, O., H. Sattler und M. Farsky, "Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors' Brand Image", forthcoming in: Schmalenbach Business Review (SBR), 2012. |
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Rühle, A., F. Völckner, H. Sattler und C. Hatje, "Attitude-Based versus Behavioral-Based Success of Brand Extensions", in: Schmalenbach Business Review (SBR), Vol. 64 (April), 2012, S. 125-140. |
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Völckner, F., H. Sattler, T. Hennig-Thurau und C. Ringle, "The Role of Parent Brand Quality for Service Brand Extension Success", in: Journal of Service Research (JSR), Vol. 13, 2010, S. 379-396. |
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| Sattler, H., F. Völckner, C. Riediger und C. Ringle, "The Impact of Brand Extension Success Factors on Brand Extension Price Premium", in: International Journal of Research in Marketing (IJRM), Vol. 27, Issue 4, December 2010, S. 319-328.
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Fischer, M., F. Völckner und H. Sattler, " How Important are Brands? A Cross-category, Cross-country Study", in: Journal of Marketing Research, Vol. 47 (October) 2010, S. 823-839. |
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| Eggers, F. und H. Sattler, „Hybrid Individualized Two-level Choice Based Conjoint (HIT-CBC): A New Method for Measuring Preference Structures when there Are Many Attribute Levels“, in: International Journal of Research in Marketing, Vol. 26, Issue 2, June 2009, S. 108-118. |
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| Völckner, F., H. Sattler und G. Kaufmann, „Image Feedback Effects of Brand Extensions: Evidence from a Longitudinal Field Study”, in: Marketing Letters, Vol. 19, Issue 1, 2008, S. 109-124.
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| Hennig-Thurau, T., V. Henning und H. Sattler, “Consumer File Sharing of Motion Pictures", in: Journal of Marketing (JM), Vol. 71, Issue 4, October 2007, S. 1-18. |
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| Hennig-Thurau, T., V. Henning, H. Sattler, F. Eggers und M. Houston “The Last Picture Show? Timing and Order of Movie Distribution Channels”, in: Journal of Marketing (JM), Vol. 71, Issue 4, October 2007, S. 63-83. |
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| Völckner, F. und H. Sattler, „Empirical Generalizability of Consumer Evaluations of Brand Extensions", International Journal of Research in Marketing (IJRM), Vol. 24, No. 2, June 2007, S. 149-162. |
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| Völckner, F. und H. Sattler, „Drivers of Brand Extension Success”, in: Journal of Marketing (JM), Vol. 70, Issue 2, April 2006, S. 18-34. |
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Schade, C., T. Nitschke und H. Sattler, „Reciprocity with Video File Sharing: Experimental Evidence”, in: Advances in Consumer Research (ACR), Vol. 32, 2005, S. 58-64.
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