Prof. Dr. Henrik Sattler

Henrik Sattler is Professor of Marketing and Branding and head of the Institute of Marketing at the Universität Hamburg. He has served as Visiting Scholar or Adjunct Professor at the MIT, Cornell University, Australian Graduate School of Management Sydney (UNSW), and the University of Technology Sydney. He has published six books and more than 50 international peer-reviewed journal articles, mainly in the areas of brand management, social media marketing, and marketing of hedonic media products. His papers have appeared in the Journal of Marketing, Journal of Marketing Research, Marketing Science, Proceedings of the National Academy of Sciences (PNAS), International Journal of Research in Marketing, Journal of Retailing, Journal of Service Research, PLOS ONE, Journal of Interactive Marketing, Journal of Media Economics, Marketing Letters, Advances in Consumer Research, and International Business Review, among others (Google Scholar: 7 898 Zitationen, h-index 43, i10-index 82, https://scholar.google.nl/citations?hl=en&user=yVPe3BwAAAAJ&view_op=list_works). He has been ranked several times among the top 1 % researchers in business administration in Germany. His research has earned him numerous awards, for instance the Best Paper Award from the German Academic Association for Business Research (VHB) 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. Buzzell 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).

From 2015 to 2023 Henrik Sattler was spokesperson for FOR 1452 (https://www.bwl.uni-hamburg.de/en/fg1452.html ), a research unit on „How Social Media is Changing Marketing“ funded with more than €4.3 million by the German Research Foundation (DFG). In 2003 he founded the Center for Brand Management and Marketing (ZMM) at the Universität Hamburg (https://www.bwl.uni-hamburg.de/en/mb/praxis/zmm.html).

Henrik Sattler serves on the Scientific Advisory Boards of the Brand University of Applied Sciences, Hamburg, and the market research company DVJ Insights, Utrecht, and has worked as a consultant for several companies, including Beiersdorf, Bertelsmann, Ergo, GfK, Greenpeace Energy (now Green Planet Energy), Harris Interactive, Henkel, Lotto24, PwC, and Unilever.

Selected Publications

Lenk, J. D., Hartmann, J., & Sattler, H. (2024). White Americans' Preference for Black People in Advertising has Increased in the past 66 Years: A Meta-Analysis, forthcoming, Proceedings of the National Academy of Sciences (PNAS), 121.

Jütte, D., Hennig-Thurau, T., Cziehso, G., & Sattler, H. (2024). When the antidote is the poison: Investigating the effect consumers’ social media usage has on loneliness when face-to-face communication is restricted, forthcoming, PLOS ONE.

Völckner, F., Becker, J. M., & Sattler, H. (2024). How Important is Word-of-Mouth? Development, Validation, and Application of a Scale, forthcoming, Journal of Interactive Marketing.

Völckner, F., Spann, M., Sattler, H., Schwerdtfeger, R., Hennig-Thurau, T., & Hirche, M. (2023). Applying Option Thinking to Value Experiential Marketing Content, Journal of Media Economics (JME), 35 (1-2), 1-27. https://doi.org/10.1080/08997764.2023.2224302

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.