By Professor Harald Van Heerde

Journal articles

Van Heerde HJ; Gijsbrechts E; Pauwels K, 2008, 'Winners and losers in a major price war', Journal of Marketing Research, 45, pp. 499 - 518, http://dx.doi.org/10.1509/jmkr.45.5.499

Leenheer J; van Heerde HJ; Bijmolt THA; Smidts A, 2007, 'Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members', International Journal of Research in Marketing, 24, pp. 31 - 47, http://dx.doi.org/10.1016/j.ijresmar.2006.10.005

Van Heerde H; Helsen K; Dekimpe MG, 2007, 'The impact of a product-harm crisis on marketing effectiveness', Marketing Science, 26, pp. 230 - 245, http://dx.doi.org/10.1287/mksc.1060.0227

Ataman MB; Mela CF; Van Heerde HJ, 2007, 'Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding', Journal of Marketing Research, 44, pp. 14 - 20, http://dx.doi.org/10.1509/jmkr.44.1.014

Ataman MB; Mela CF; Van Heerde HJ, 2007, 'Consumer packaged goods in France: National brands, regional chains, and local branding', Journal of Marketing Research, 44, pp. 14 - 20, http://dx.doi.org/10.1509/jmkr.44.1.14

Van Heerde HJ, 2005, 'The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects', Applied Stochastic Models in Business and Industry, 21, pp. 397 - 402, http://dx.doi.org/10.1002/asmb.577

Van Heerde HJ, 2005, 'The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects', Applied Stochastic Models in Business and Industry, 21, pp. 407 - 408, http://dx.doi.org/10.1002/asmb.580

Paap R; van Nierop E; van Heerde HJ; Wedel M; Franses PH; Alsem KJ, 2005, 'Consideration sets, intentions and the inclusion of "don't know" in a two-stage model for voter choice', International Journal of Forecasting, 21, pp. 53 - 71, http://dx.doi.org/10.1016/j.ijforecast.2004.02.004

Van Heerde HJ; Bijmolt THA, 2005, 'Decomposing the promotional revenue bump for loyalty program members versus nonmembers', Journal of Marketing Research, 42, pp. 443 - 457, http://dx.doi.org/10.1509/jmkr.2005.42.4.443

Van Heerde HJ; Dekimpe MG; Putsis WP, 2005, 'Marketing models and the lucas critique', Journal of Marketing Research, 42, pp. 15 - 21, http://dx.doi.org/10.1509/jmkr.42.1.15.56888

Bijmolt THA; Van Heerde HJ; Pieters RGM, 2005, 'New empirical generalizations on the determinants of price elasticity', Journal of Marketing Research, 42, pp. 141 - 156, http://dx.doi.org/10.1509/jmkr.42.2.141.62296

van Dijk A; van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Similarity-Based Spatial Methods to Estimate Shelf Space Elasticities', QME-QUANTITATIVE MARKETING AND ECONOMICS, 2, pp. 257 - 277, http://dx.doi.org/10.1023/B:QMEC.0000037079.73934.a2

Van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Decomposing the sales promotion bump with store data', Marketing Science, 23, http://dx.doi.org/10.1287/mksc.1040.0061

Van Heerde HJ; Mela CF; Manchanda P, 2004, 'The dynamic effect of innovation on market structure', Journal of Marketing Research, 41, pp. 166 - 183, http://dx.doi.org/10.1509/jmkr.41.2.166.28669

Van Heerde HJ; Gupta S; Wittink DR, 2003, 'Is 75% of the Sales Promotion Bump Due to Brand Switching? No, only 33% Is', Journal of Marketing Research, 40, pp. 481 - 491, http://dx.doi.org/10.1509/jmkr.40.4.481.19386

van Heerde HJ; Leeflang PSH; Wittink DR, 2002, 'How Promotions Work: SCAN*PRO-Based Evolutionary Model Building', Schmalenbach Business Review, 54, pp. 198 - 220, http://dx.doi.org/10.1007/bf03396653

Van Heerde HJ; Leeflang PSH; Wittink DR, 2001, 'Semiparametric analysis to estimate the deal effect curve', Journal of Marketing Research, 38, pp. 197 - 215, http://dx.doi.org/10.1509/jmkr.38.2.197.18842

Van Heerde HJ; Leeflang PSH; Wittink DR, 2000, 'The estimation of pre-and postpromotion dips with store-level scanner data', Journal of Marketing Research, 37, pp. 383 - 395, http://dx.doi.org/10.1509/jmkr.37.3.383.18782

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Steenkamp J-BEBM, 'Advertising and Price Effectiveness over the Business Cycle', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1531150

Datta H; Foubert B; van Heerde HJ, 'Are Free-Trial Customers Worth Less than Regular Customers?', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.2060645

Dinner IM; van Heerde HJ; Neslin S, 'Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.2669817

Dinner IM; van Heerde HJ; Neslin S, 'Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1955653

Leeflang PSH; van Heerde HJ; Wittink DR, 'How Promotions Work: SCAN*PRO-Based Evolutionary Model Building', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.321003

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Nijs VR, 'Understanding the Role of Adstock in Advertising Decisions', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1905426

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Steenkamp J-BEBM; Nijs VR, 'Understanding the Timing and Magnitude of Advertising Spending Patterns', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.1472914

Conference Papers

Gijsenberg MJ; Van Heerde HJ; Verhoef PC, 2015, 'Losses loom longer than gains: Modeling the impact of service crises on perceived service quality over time', in Journal of Marketing Research, pp. 642 - 656, http://dx.doi.org/10.1509/jmr.14.0140

Conference Posters

Choi A; Van Heerde H; Dekimpe M; T. An J, 2023, 'How Soaring Inflation Impacts Consumers’ Spending Patterns', Boulder, Colorado, presented at Boulder Summer Conference on Consumer Financial Decision Making, Boulder, Colorado, 21 May 2023 - 23 May 2023, https://www.colorado.edu/business/centers/center-research-consumer-financial-decision-making/boulder-summer-conference

Conference Abstracts

Choi A; Van Heerde H; Dekimpe M; T. An J, 2023, 'How Soaring Inflation Impacts Consumers’ Spending Patterns', in ISMS Marketing Science Conference, Miami, presented at ISMS Marketing Science Conference, Miami, 08 June 2023 - 10 June 2023, https://rdmobile-palermo-production.s3.amazonaws.com/53e9bf2c-a89a-4df5-8478-b3f659f94ace/event-16330/326830739-2023_INFORMS_ISMS_Marketing_Science_Conference_Program.pdf

Eckert C; Van Heerde H; Wetzel H; Hattula S, 2019, 'Local Projections for Marketing Insight: Flexible Impulse Response Functions with Interactions, Asymmetry and Nonlinearity', in Proceedings of the 2019 INFORMS Marketing Science Conference, Roma, Italy, presented at 2019 INFORMS Marketing Science Conference, Roma, Italy

Eckert C; Van Heerde H; Hattula S; Wetzel H, 2018, 'Local Projections as an Alternative to VARs in Marketing: Flexible Impulse Response Functions with Interactions, Asymmetry and Nonlinearity', in Proceedings of the 15th Marketing Dynamics Conference, presented at 15th Marketing Dynamics Conference

Preprints

Paschmann J; Völckner F; Bruno H; Van Heerde H; Klein K, Driving Mobile App User Engagement through Gamification, http://dx.doi.org/10.2139/ssrn.4286765

Eckert C; van Heerde HJ; Wetzel HA; Hattula S, Spotlight Personnel: How Hiring and Turnover Drive Service Performance versus Demand, http://dx.doi.org/10.2139/ssrn.3898450

Keller K; Van Heerde H, Vulture Marketing: How Competitor Brands Can Capitalize on Brand Pullouts, http://dx.doi.org/10.2139/ssrn.4852739

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