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Prof. Dr. Franziska Völckner

Photo: ©Lisa Beller

Research Interests

  • Brand management 
  • Branding in digital environments
  • Brand equity
  • Marketing communications (e.g., word of mouth, paid/owned/earned media)

Curriculum Vitae

Franziska Völckner is a Professor of Marketing at the University of Cologne. Furthermore, she frequently visits the School of Communication, Journalism and Marketing, Massey University Albany Campus, New Zealand as a visiting scholar. Her research interests center on building and managing market-based assets, with a focus on the general question of how companies can build and maintain strong brands. Her work has been published in leading academic journals such as Journal of Marketing, Journal of Marketing Research, MISQ, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, and Journal of Service Research. In terms of research productivity, she has been ranked among the top 10% of scholars in business administration in German-speaking countries in terms of time-adjusted publication rate (Handelsblatt 2014 overall ranking “Lebenswerk”) and number 17 of all researchers in business administration under 40 years (Handelsblatt 2014 ranking “Forscher unter 40”). She also is the recipient of the 2011 VHB Best Paper Award (for “How Important Are Brands? A Cross-Category, Cross-Country Study,” Journal of Marketing Research, Vol. 47, No. 5, co-authored by Marc Fischer and Henrik Sattler) and the 2008 Young Academics VHB Best Paper Award (for “The Dual Role of Price: Decomposing Consumers’ Reaction to Price,” Journal of the Academy of Marketing Science, Vol. 36, No. 3). In terms of teaching, she received the Albertus-Magnus Teaching Award of the Faculty of Management, Economics and Social Sciences, University of Cologne, in the summer terms 2011 and 2013. Prof. Dr. Völckner is a member of the editorial advisory board of the journal Markenartikel. Furthermore, she serves on the managing boards of the Institute of Trade Fair Management at the University of Cologne (Institut für Messewirtschaft) and of the Center for Brand Management and Marketing (ZMM – Zentrum für Markenmanagement und Marketing). She received her doctoral degree and her habilitation from the University of Hamburg, Germany.

Business Expertise

Prof. Dr. Franziska Völckner has worked with several international companies, such as Henkel, L’Oréal, Unilever, McKinsey & Company, Young & Rubicam, GfK, and YouGov. Furthermore, she serves on the managing board of the Institute of Trade Fair Management at the University of Cologne (Institut für Messewirtschaft) and the editorial office’s advisory board of the business journal Markenartikel.