126 key publications

• 

  Guyt, J. and Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events Journal of Marketing, 84(2):92--113.

• 

  Stremersch, S. (2020). The study of important marketing issues: Reflections International Journal of Research in Marketing, 38(1):12--17.

• 

  Donkers, B., Dellaert, B., Waisman, R. and Haubl, G.(. (2020). Preference Dynamics in Sequential Consumer Choice with Defaults Journal of Marketing Research, 57(6):1096--1112.

• 

  Guitart, I. and Stremersch, S. (2020). The Impact of Informational and Emotional Television Ad Content on Online Search and Sales Journal of Marketing Research, 58(2):299--320.

• 

  Kranzbühler, A.M., Kleijnen, MirellaH.P. and Verlegh, PeeterW.J. (2019). Outsourcing the pain, keeping the pleasure: Effects of outsourced touchpoints in the customer journey Journal of the Academy of Marketing Science, 47(2):308--327.

• 

  Herhausen, D., Ludwig, S., Grewal, D., Wulf, J. and Schoegel, M. (2019). Detecting, preventing, and mitigating online firestorms in brand communities Journal of Marketing, 83(3):1--21.

• 

  Almeida Camacho, N., Nam, H., Kannan, P. and Stremersch, S. (2018). Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity Journal of Marketing, 83(2):138--157.

• 

  Dellaert, B. (2019). The Consumer Production Journey: Marketing to Consumers as Co-Producers in the Sharing Economy Journal of the Academy of Marketing Science, 47(2):238--254.

• 

  Tsekouras, D., Dellaert, B., Donkers, B. and Haubl, G.(. (2019). Product Set Granularity and Consumer Response to Recommendations Journal of the Academy of Marketing Science, 48(2):186--202.

• 

  Giesecke, K., Liberali, G., Nazerzadeh, H., Shanthikumar, J.George and Teo, C.(. (2018). Special Issue on Data-Driven Prescriptive Analytics Management Science, 64(6):2972--2972.

• 

  Guyt, J. and Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature promotions International Journal of Research in Marketing, 35(3):490--508.

• 

  Guitart, I., Gonzalez, J. and Stremersch, S. (2018). Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity International Journal of Research in Marketing, 35(3):471--489.

• 

  Akpinar, E., Verlegh, PeeterW.J. and Smidts, A. (2018). Sharing product harm information: The effects of self-construal and self-relevance International Journal of Research in Marketing, 35(2):319--335.

• 

  van der Wal, ArianneJ., van Horen, F. and Grinstein, A. (2018). Temporal myopia in sustainable behavior under uncertainty International Journal of Research in Marketing, 35(3):378--393.

• 

  Eelen, J., Özturan, P. and Verlegh, PeeterW.J. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand International Journal of Research in Marketing, 34(4):872--891.

• 

  Kappe, E., Venkataraman, S. and Stremersch, S. (2017). Predicting the consequences of marketing policy changes: A new data enrichment method with competitive reactions Journal of Marketing Research, 54(5):720--736.

• 

  Van Horen, F. and Pieters, R. (2017). Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation Journal of Consumer Research, 44(4):816--832.

• 

  van der Wal, A.J., Van Horen, F. and Grinstein, A. (2016). The Paradox of 'Green to be Seen': Green High-Status Shoppers Excessively Use (Branded) Shopping Bags International Journal of Research in Marketing, 33(1):216--219.

• 

  Babic, A., Sotgiu, F., de Valck, K. and Bijmolt, T. (2016). The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors Journal of Marketing Research, 53(3):297--318.

• 

  Jacobs, B., Donkers, B. and Fok, D. (2016). Model-based Purchase Predictions for Large Assortments Marketing Science, 35(3):389--404.