Goedertier Frank

Goedertier Frank

Function: Post-Doctoral Research Associate

Contact: frank.goedertier@vlerick.com

Vitae

Dr. Frank Goedertier is currently responsible for the Vlerick Brand Management Centre and is active as a teacher in the open and company-specific programs of the School. Dr. Frank Goedertier wrote a PhD-dissertation on Brand Typicality & New Product Acceptance. Prior to his PhD studies, he worked as a commercial researcher for the Academic Centre for Interactive Marketing, the Vlerick European Centre for e-Business Studies and the Vlerick Brand Management Centre. Dr. Frank Goedertier holds a KU Leuven university degree in Communication and an MA degree in marketing of Vlerick Leuven Gent Management School, where he was awarded with the Henkel prize as student of the year 2001. His main research and teaching expertise lies in the areas of Brand Management, Marketing Communications, Consumer Behaviour, Employer Branding, and Product innovations.

Research interests

  • Branding
  • Consumer behaviour
  • Marketing communications
  • Employer branding
  • Product innovations
  • Marketing & sales

Publications

  • 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?. In Vlaamse Management Associatie. Management Jaarboek 2006. 190 -196. Roularta.
    • Goedertier F. 2006. Employees acting as Brand Ambassadors. In Vlaamse Management Associatie. Management Jaarboek 2006.
  • Reports
    • Dawar N.   Goedertier F. 2009. Downstream Competitive Advantage. The Cognitive Bases of Competitive Advantage - I. How Prototypicality structures and the cognitive processes of satisficing and balancing confer strategic benefits. 20 p. Flanders District of Creativity.

    • Goedertier F. 2009. Prototypically branded innovations. Effect of the typicality of a brand on consumer adoption and perceived newness of branded new products. 57 p. Flanders DC and Vlerick Leuven Gent Management School.

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

    • Goedertier F. 2003. From branding to brand management. 85 p. Vlerick Leuven Gent Management School - Vlerick Brand management centre.

    • Goedertier F. 2003. Corporate versus product advertising. 49 p. Vlerick Leuven Gent Management School - Vlerick Brand management centre.

    • Goedertier F. 2003. Drivers of brand equity: the effect of tangible versus intangible elements. 60 p. Vlerick Leuven Gent Management School - Vlerick Brand management centre.

    • Goedertier F. 2002. e-Business trends. 7 p. Vlerick Leuven Gent Management School - European centre for e-Business studies.

    • Goedertier F.   Muylle S. 2002. The collaborative enterprise framework(Workshop ECeBS - PeopleSoft). 10 p. Vlerick Leuven Gent Management School - European centre for e-Business studies.

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

  • Conference proceedings
    • Goedertier F.   Dawar N.   Geuens M. 2009. Do prototypical brands help or hinder new product acceptance?. Paper presented at the 38th European Marketing Academy (EMAC), Nantes (France), 26-29 May.
  • PhD dissertation(s)
    • Goedertier F. 2009. Brand typicality and the adoption of new products.

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