Frank Goedertier

Binnen de School is Frank verantwoordelijk voor het Vlerick Brand Management Centre en is hij programmadirecteur van de opleiding in Brand Management & Communicatie. De voorbije jaren voerde hij bedrijfsspecifieke lesopdrachten en gepersonaliseerde onderzoeksprojecten uit voor bedrijven zoals Belfius, KPN Belgium/Base, AG Insurance, Agoria, Macintosh Retail Group, Sanoma, SD Worx, Velux, Optima, Tiense Suiker, Belgacom Proximus, General Motors, Barco, …
Frank was actief als visiting scholar aan Richard Ivey School of Business (London Ontario-Canada) en Kellogg School of Management (Chicago-USA). Hij verwierf erkenning voor managementflair en teamworkvaardigheden (winnaar van Vlerick-Henkel Prijs in 2001) en academische validiteit bij het uitvoeren van managementrelevant onderzoek (winnaar van Best Paper Award op Said Business School (Oxford) - Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG conference in 2011).
Zijn kernexpertise ligt op het vlak van merken, marketingcommunicatie, consumentenpsychologie en consumentengedrag in het algemeen. In zijn recent werk concentreert Frank Goedertier zich op de ontwikkeling van theorieën om succesvol aan merkenmanagement te doen in het digitale tijdperk en de ontwikkeling van 'simplicity marketing'-strategieën om efficiënt te communiceren in een tijdperk van een overaanbod aan informatie.

Functietitel : Associate Professor of Marketing

Managementdomein
Marketing & Sales

Geeft les in
Masters in Marketing Management
Masters in General Management

Expert in
Consumentengedrag
Brand management
Merkenbeleid
Marketing & Sales
Product Innovations
Marketing Communication
Consumentenpsychologie

Profiel

Professor Frank Goedertier is hoofd van de Consumer Marketing, Retail & Branding cluster en is programmadirecteur van de opleiding ‘Master in Marketing Management’ en de ‘Brand Management & Communication’ en ‘Essentials in Marketing Management’ programma’s.

Op academisch vlak vertrekt Frank Goedertier van het gedrag en de psychologie van de klant. Zijn recent werk focust op onderwerpen zoals brand strategies, de adoptie van productinnovaties, digitale marketingstrategieën of hoe consumenten omgaan met een overaanbod aan informatie.

In zijn doctoraat bestudeerde Frank hoe bedrijven via hun merkstrategie de adoptie en gepercipieerde nieuwheid van hun productinnovaties kunnen optimaliseren.

Frank presenteert zijn werk geregeld op de jaarlijkse European Marketing Conference en de North-American Academy of Consumer Research Conference, en publiceerde in academische tijdschriften zoals 'Marketing Letters' en 'Journal of Consumer Marketing'.

In 2001, ontving Frank de Henkel prijs voor ‘Beste Student’ in het Master in Marketing Management programma van Vlerick Business School. In 2011, ontving hij de ‘Best Paper’ award tijdens de Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG conferentie op Said Business School (Oxford).

 

Publicaties

Articles in refereed journals with impact

  • Weijters B. Goedertier F.  2016. Understanding today’s music acquisition mix: a latent class analysis of consumers’ combined use of music platforms. Marketing Letters, 27(3): 603-610.

  • Goedertier F. Dawar N. Geuens M. Weijters B.  2015. Brand typicality and distant novel extension acceptance: how risk-reduction counters low category fit. Journal of Business Research, 68(1): 157-165.

  • Weijters B. Goedertier F. Verstreken S.  2014. Online music consumption in today's technological context: putting the influence of ethics in perspective. Journal of Business Ethics, 124(4): 537-550.

  • Goedertier F. Geskens K. Geuens M. Weijters B.  2012. Increasing Choice Satisfaction through Goal-Based Labeling. Marketing Letters, 23(1): 119-136.

Articles in other (un)refereed journals

  • Goedertier F.  2008. Employer branding. HR Magazine, (October)

  • De Wulf K. Odekerken-Schröder G. Goedertier F. Van Ossel G.  2005. Consumer Perceptions of store brands versus national brands. Journal of Consumer Marketing, 22(4): 223-232.

Book Chapters

  • Goedertier F.  2006. De werknemer als merkambassadeur. Schuilt het geheim van een duurzaam concurrentieel voordeel voortaan in de magische vijfde P van People?. (pp. 190-196). Roularta Media Group.

  • Goedertier F.  2006. Employees acting as Brand Ambassadors. 

Conference Presentations

  • De Berti F. Muylle S. Goedertier F.  2015. PARIS study: Personality-matched online advertising. Paper presented at at the 44th European Marketing Academy (EMAC) Conference, May 26-29, Leuven, Belgium.

  • Moens M. Muylle S. Goedertier F.  2015. PARIS: Personalized Advertisements Built From Web Sources. Paper presented at EMAC 2015 - 44th Annual Conference of the European Marketing Academy, May 26-29, Leuven, Belgium.

  • Goedertier F. Weijters B. Gorissen K.  2015. The Influence of Reference Product Prices on Other Price Perceptions: Contrast and Assimilation Effects. Paper presented at EMAC 2015 - 44th Annual Conference of the European Marketing Academy, May 26-29, Leuven, Belgium.

  • Canniëls D. De Stobbeleir K. De Clippeleer I. Buyens D. Goedertier F.  2014. How the internal and external employer image affect absenteeism. Paper presented at Annual Meeting of the Academy of Management, August 1-5, Philadelphia, United States.

  • Goedertier F. Geskens K. Carpenter G.  2013. How brands shape newness perceptions. Paper presented at ACR 2013: Making a difference, October 3-6, Chicago, United States.

  • Geskens K. Goedertier F. Geuens M. Weijters B.  2011. Facilitating consumer choice through goal-based labels. Paper presented at 40th European Marketing Academy (EMAC) conference, May 24-27, Ljubljana, Slovenia.

  • Geskens K. Goedertier F. Weijters B. Geuens M.  2011. How Goal-Based Labels Drive Choice and Choice Satisfaction. Paper presented at Annual North American Conference, October 13-16, St. Louis, MO, United States.

  • Goedertier F. Dawar N. Weijters B.  2011. Do prototypical brands facilitate or impede the introduction of novel extensions?. Paper presented at 7th Academy of Marketing’s Corporate Brand, Reputation and Corporate Identity SIG conference, April 5-7, Oxford, United Kingdom.

  • De Stobbeleir K. De Vos A. Goedertier F. Deprez J. De Clippeleer I.  2011. Which employers are trustworthy? The impact of the match between the external and internal employer image on perceived trustworthiness of employers.. Paper presented at 15th European Congress on Work and Organizational Psychology (EAWOP), May 25-28, Maastricht, the Netherlands.

  • De Stobbeleir K. De Clippeleer I. Goedertier F. Buyens D. Deprez J.  2011. In the Eye of the beholder: the impact of the match between the internal and external employer image on employer trustworthiness. Paper presented at 15th conference of the European Association of Work and Organizational Psychology, May 25-28, Maastricht, the Netherlands.

  • Goedertier F. Geuens M. Weijters B. Geskens K.  2010. The positive effect of goal-based labeling on choice satisfaction. Paper presented at 4th German-French-Austrian conference on quantitative marketing, September 16-18, Vienna, Austria.

  • Zeugner-Roth K.P. Geskens K. Goedertier F. Weijters B.  2010. The relative importance of customer-company congruity in determining employer attractiveness: an examination. Paper presented at 6th International Conference of the AM's Brand, Identity and Corporate reputation SIG, April 9-11, Barcelona, Spain.

  • Goedertier F. Dawar N. Weijters B.  2010. Do prototypical brands facilitate or impede the introduction of novel extensions?. Paper presented at 7th Global Brand Conference, April 5-7, Oxford, United Kingdom.

  • Goedertier F. Dawar N. Geuens M.  2009. Do prototypical brands help or hinder new product acceptance?. Paper presented at 38th European Marketing Academy (EMAC), May 26-29, Nantes, France.

  • De Wulf K. Schillewaert N. Muylle S. Goedertier F. Zegers D.  2002. Towards an Integrative Measure of E-Commerce Effectiveness. Paper presented at 31st Annual Conference of the European Marketing Academy, May 28-31, Braga, Portugal.

Conference Proceedings

  • Verstreken S. Weijters B. Goedertier F.  2012. The age of online music piracy: why do youngsters download more illegally and are less willing to pay?. In: EMAC Conference Proceeding: Marketing to Citizens Going beyond Customers and consumers Lisbon:

  • Goedertier F. Dawar N. Weijters B. Geuens M.  2010. Does brand prototypicality help or hinder consumer acceptance of distant new-to-the-world branded product innovations?. Copenhagen:

  • Goedertier F. Weijters B. Geuens M. Dawar N.  2010. Do prototypical brands help or hinder new product acceptance?. Copenhagen:

Doctoral dissertation

  • Goedertier F.  2009. Brand typicality and the adoption of new products. 

Research reports

  • De Berti F. Goedertier F.  2015. What do millennials expect from their bank?. Vlerick Centre for Financial Services (CFSI). (40 p.)

  • De Berti F. Baecke P. Goedertier F.  2014. Consumer brand value and advocacy drivers of a telecom brand. Vlerick Business School. (36 p.)

  • Debruyne M. Goedertier F. Geskens K.  2014. Financial happiness barometer. Vlerick Centre for Financial Services (CFSI). (175 p.)

  • Baert C. Debruyne M. Goedertier F.  2013. Financial happiness barometer. 

  • Baert C. Debruyne M. Goedertier F.  2012. The customer decision journey when purchasing financial services. 

  • Verstreken S. Goedertier F.  2012. Brand Marketing in the 21st Century: Which type of brand messages lead to positive word-of-mouth. (26 p.)

  • Verstreken S. Goedertier F.  2012. Experience Branding: how to make the difference at each point-of-contact?. (35 p.)

  • Verstreken S. Goedertier F. Geskens K.  2012. Branding & Consumer behaviour: why do consumers buy what, and for which reasons?. 

  • Verstreken S. De Berti F. Goedertier F.  2012. Branding in the 21th century: how to benefit from e-WOM?. 

  • De Berti F. Goedertier F.  2012. Brand architecture: how to organize your brands in B2B & B2C?. 

  • Verstreken S. Goedertier F.  2011. Sensory marketing: how to attract your customers in a multi-sensorial way?. (36 p.)

  • Verstreken S. Goedertier F.  2011. Brand equity and KPI's: which metrics are needed to measure your brand's health?. Vlerick Business School. (57 p.)

  • Verstreken S. Goedertier F. Lehaen M.  2011. Brand stretching: how to engage in co-branding and brand extensions?. (40 p.)

  • Lehaen M. Geskens K. Goedertier F.  2011. Branding & Psychology. How to approach irrational consumer minds?. (49 p.)

  • Geskens K. Goedertier F.  2010. Too much Choice. How to cut through the brand clutter?. (56 p.)

  • Geskens K. Goedertier F.  2010. Branding in the Digital Age. Need for a new branding model?. (35 p.)

  • Goedertier F. Geskens K.  2010. Branding & Innovation. How can brands increase innovation success?. (56 p.)

  • Goedertier F.  2009. Prototypically branded innovations. Effect of the typicality of a brand on consumer adoption and perceived newness of branded new products. Flanders DC. (54 p.)

  • Dawar N. Goedertier F.  2009. Downstream Competitive Advantage: The Cognitive Bases of Competitive Advantage - How prototypicality structures and the cognitive processes of satisficing and balancing confer strategic benefits. Flanders DC. (20 p.)

  • Goedertier F.  2004. Internal branding: measuring and managing employee brand ambassadorship. (69 p.)

  • Goedertier F.  2003. Corporate versus product advertising. Vlerick Leuven Gent Management School. (49 p.)

  • Goedertier F. Mast G.  2003. Brand Equity: state of literature. Vlerick Leuven Gent Management School. (24 p.)

  • Goedertier F.  2003. From branding to brand management. Vlerick Leuven Gent Management School. (85 p.)

  • Goedertier F.  2003. Drivers of brand equity: the effect of tangible versus intangible elements. Vlerick Leuven Gent Management School. (60 p.)

  • Goedertier F. Muylle S.  2002. The collaborative enterprise framework(Workshop ECeBS - PeopleSoft). 

  • Goedertier F.  2002. e-Business trends. Vlerick Leuven Gent Management School. (7 p.)

  • Goedertier F. de Cannière M.H. De Wulf K.  2001. Internet Advertising and Consumer Irritation. Vlerick Leuven Gent Management School. (61 p.)

  • Goedertier F. De Wulf K.  2001. Loyalty in an e-commerce environment: how to link with the customer?. Vlerick Leuven Gent Management School. (54 p.)