Prof. Dr. Henrik Sattler

Henrik Sattler is Professor of Marketing and Branding and head of the Institute for Marketing at the University of Hamburg. He was Visiting Scholar respectively Adjunct Professor at the MIT, Cornell University, Australian Graduate School Management Sydney, University of New South Wales Sydney, and University of Technology Sydney. He has published five books and more than 50 international peer reviewed articles, mainly in the area of brand management, social media marketing, and marketing of hedonic media products. His papers have appeared in Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Journal of Retailing, and Journal of Service Research, among others. He has been ranked several times among the top 1 % researchers in business administration in Germany. He received several awards, for instance the best paper award from the German Academic Association for Business Research for the article “How Important are Brands? A Cross-category, Cross-country Study”, Journal of Marketing Research, 2010, together with M. Fischer and F. Völckner (also shortlisted for the 2011 Robert D. Buzell MSI Best Paper Award). He has served on the editorial boards of Customer Needs and Solutions (Reviewer), International Journal of Research in Marketing (Reviewer and Guest Area Editor), Recherche et Applications en Marketing (Associate Editor), and Marketing ZFP – Journal of Research and Management (Editor in Chief). 

Since 2015 Henrik Sattler is spokesperson for FOR 1452, a research unit on „How Social Media is Changing Marketing“ funded with more than € 4.0 million by the German Research Foundation, DFG. In 2003 Henrik Sattler founded the Center for Brand Management and Marketing / Wissenschaftliches Zentrum für Markenmanagement und Marketing (ZMM) at the University of Hamburg.

Selected publications

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.