Franziska Völckner

from Wikipedia, the free encyclopedia

Franziska Völckner (* 1977 in Hamburg ) is a German economist. She is professor for business administration and director of the seminar for marketing and brand management at the University of Cologne .

Life

Franziska Völckner has held the chair for business administration with a focus on marketing and brand management at the University of Cologne since 2007 . From October 2000 to September 2007 she worked at the Institute for Marketing and Media with Henrik Sattler at the University of Hamburg . During this time, Völckner did his doctorate on the subject of “Empirical analyzes of brand transfer success in short-lived consumer goods” (graduation 2003). In 2006 she qualified as a professor at the Faculty of Economics and Social Sciences at the University of Hamburg on the subject of “Prices and Brands as Market Signals”. Your work has received several awards. She was a visiting scholar at the Australian Graduate School of Management at the University of New South Wales (Sydney), the University of Technology, Sydney and the Waikato Management School (Hamilton, New Zealand). Völckner is the author of two books and numerous articles, including: a. in Journal of Marketing and Journal of the Academy of Marketing Science .

In the Handelsblatt Betriebswirte Ranking 2009, which analyzes the research performance of 2,100 business economists in Germany, Austria and German-speaking Switzerland based on the quality of publications since 2005, it came in 21st.

Focus of work

Franziska Völckner is particularly interested in brand management for consumer goods, services, media and retail - for example, the design of brand strategies, (monetary) brand valuation and the management of stars as "human brands". Further research focuses on price management (e.g. behavioral pricing, measurement of willingness to pay, price optimization) and market and consumer research (e.g. measurement of preferences, approaches to customer segmentation). The Scientific Center for Brand Management and Marketing (ZMM) , of which she is co-founder and vice chairwoman, is a central platform for promoting the exchange between science and practice .

Publications (selection)

  • (together with Henrik Sattler) Brand Policy. 2nd, completely revised and expanded edition. Kohlhammer, Stuttgart 2007, ISBN 978-3-17-019347-5 (1st edition by Henrik Sattler, 2001).
  • New Product Success in Ephemeral Consumer Goods: An Empirical Analysis of the Success Factors of Brand Transfers. Deutscher Universitäts-Verlag, Wiesbaden 2003, ISBN 3-8244-7891-9 ( Gabler Edition Wissenschaft. ).
  • The dual role of price: Decomposing consumers' reaction to price. In: Journal of the Academy of Marketing Science. Vol. 36, Issue 3, 2008, pp. 359-377.
  • (together with Henrik Sattler and Gwen Kaufmann) Image feedback effects of brand extensions. Evidence from a longitudinal field study. In: Marketing Letters. Vol. 19, Issue 2, 2008, pp. 109-124.
  • (together with Julian Hofmann) Perceived price-quality relationship. A meta-analytic review and assessment of its determinants. In: Marketing Letters. Vol. 18, Issue 3, 2007, pp. 181-196.
  • (together with Henrik Sattler) Empirical generalizability of consumer evaluations of brand extensions. In: International Journal of Research in Marketing. Vol. 24, Issue 2, 2007, pp. 149-162.
  • (together with Henrik Sattler) Drivers of brand extension success. In: Journal of Marketing. Vol. 70 (April), Issue 2, 2006, pp. 18-34.

Web links

Individual evidence

  1. ↑ Personalia Kölner Universitäts-Zeitung 5/2007 ( Memento of the original from June 10, 2007 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.uni-koeln.de
  2. ↑ http://www.handelsblatt.com/bwl-aktuelleforschung/ ( Memento from May 23, 2009 in the Internet Archive )
personal data
SURNAME Völckner, Franziska
BRIEF DESCRIPTION German economist
DATE OF BIRTH 1977
PLACE OF BIRTH Hamburg