Keller, K., Guyt, J. and Grewal, R. (2024). Soda Taxes and Marketing Conduct Journal of Marketing Research, 61(3):393--410.
Jonne Guyt
University
University of Amsterdam
E-mail
Research field
Marketing
Interests
Consumer Behavior, Internet and New Media, Retailing
Website
Biography
Jonne Guyt is an Associate Professor of Marketing at Amsterdam Business School, University of Amsterdam, where he has been employed since 2015. Jonne completed his Ph.D. in Marketing at Tilburg University in 2015, building a scholarly profile focusing on consumers and firms in the retailing domain. His academic contributions include (forthcoming) publications in top-tier journals like the Journal of Marketing, Journal of Marketing Research, Marketing Science, Organization Science, International Journal of Marketing Research, Journal of Retailing, and Journal of Interactive Marketing.
His current research addresses critical societal issues related to responsible retailing, such as the implications of soda taxes, the integration of web data in retail research, and strategies for reducing sugar in consumer products. These topics reflect his broader interest in the practical applications of marketing theory to societal challenges and industry practices.
His scholarly work has been recognized with awards and nominations, including being awarded a NWO VIDI grant (worth €850,000), winning the AMA Retail & Pricing SIG's Best Paper Award (2025) & AMA-EBSCO-RRBM Annual Award for Responsible Research
in Marketing (2023), the EMAC McKinsey Marketing Dissertation Award in (2016), as well as being a finalist for the AMA/Marketing Science Institute/H. Paul Root Award in 2023.
Key publications
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.
Guyt, J. and Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events Journal of Marketing, 84(2):92--113.
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.
Guyt, JonneY. and Gijsbrechts, E. (2014). Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance Journal of Marketing Research, 51(6):753--772.
Publications
Keller, K., Guyt, J. and Grewal, R. (2024). Soda Taxes and Marketing Conduct Journal of Marketing Research, 61(3):393--410.
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.
Guyt, J. and Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events Journal of Marketing, 84(2):92--113.
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.
Guyt, JonneY. and Gijsbrechts, E. (2014). Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance Journal of Marketing Research, 51(6):753--772.