122 key publications

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  Zhang, Y., Ikonen, I., Eelen, J. and Sotgiu, F. (2025). One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing Journal of the Academy of Marketing Science, :.

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  Van Crombrugge, M. and Stremersch, S. (2025). The rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers International Journal of Research in Marketing, :.

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  Stremersch, S., Korkames, J. and Stanley, T. (2025). Meta-Analysis of Advertising Effectiveness: New Insights from Improved Bias Corrections International Journal of Research in Marketing, :.

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  Libai, B., Rosario, A.B., Beichert, M., Donkers, B., Haenlein, M., Hofstetter, R., Kannan, P.K., van der Lans, R., Lanz, A., Li, H.Alice, Mayzlin, D., Muller, E., Shapira, D., Yang, J. and Zhang, L. (2025). Influencer marketing unlocked: Understanding the value chains driving the creator economy Journal of the Academy of Marketing Science, 53:4--28.

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  Nyilasy, G., Yi, S., Herhausen, D., Ludwig, S. and Dahl, DarrenW. (2025). Business-to-Investor Marketing: The Interplay of Costly and Costless Signals Journal of Marketing, 89(3):97--117.

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  Van Crombrugge, M. and Stremersch, S. (2025). Engagement in platform markets: A (video) game changer? Journal of the Academy of Marketing Science, :.

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  Dellaert, BenedictG.C., Johnson, EricJ., Duncan, S. and Baker, T. (2024). Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice Journal of Marketing, 88(1):15--30.

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  Stremersch, S. (2024). How can academics generate great research ideas?: Inspiration from ideation practice International Journal of Research in Marketing, 41(1):1--17.

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  Keller, K., Guyt, J. and Grewal, R. (2024). Soda Taxes and Marketing Conduct Journal of Marketing Research, 61(3):393--410.

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  Hariharan, V., Landsman, V. and Stremersch, S. (2024). The Detailing Response of Branded Drug Firms to Generic Entry International Journal of Research in Marketing, :.

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  Stremersch, S., Cabooter, E., Guitart, IvanA. and Camacho, N. (2024). Customer insights for innovation: A framework and research agenda for marketing Journal of the Academy of Marketing Science, 53:29--51.

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  Guyt, J., van Lin, A. and Keller, K. (2024). Banning Unsolicited Store Flyers: Does Helping the Environment Hurt Retailing? Marketing Science, :.

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  Aranda, A., Vaara, E., Etchanchu, H. and Guyt, J. (2024). Discursive struggles and contested stigma extensions: Explaining the gradual stigmatization of the U.S. tobacco industry Organization Science, :.

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  Liadeli, G., Sotgiu, F. and Verlegh, P. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales Journal of Marketing, 87(3):406--427.

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  Stremersch, S., Gonzalez, J., Valenti, A. and Villanueva, J. (2023). The value of context-specific studies for marketing Journal of the Academy of Marketing Science, 51(1):50--65.

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  Keller, K. and Guyt, J. (2023). A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category Journal of Marketing, 87(5):698--718.

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  Hariharan, V.G., Landsman, V. and Stremersch, S. (2023). Branded response to generic entry: Detailing beyond the patent cliff International Journal of Research in Marketing, 41(3):567--588.

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  Herhausen, D., Grewal, L., Cummings, K.H., Roggeveen, AnneL., Ordenes, F.V. and Grewal, D. (2023). Complaint De-Escalation Strategies on Social Media Journal of Marketing, 87(2):210--231.

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  Stremersch, S., Camacho, N., Keko, E. and Wuyts, S. (2022). Grassroots innovation success: The role of self-determination and leadership style International Journal of Research in Marketing, 39(2):396--414.

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  Liberali, G. and Ferecatu, A. (2022). Morphing for Consumer Dynamics: Bandits Meet Hidden Markov Models Marketing Science, 41(4):341--366.