By Professor Harald Van Heerde

Journal articles

Moorman C; van Heerde HJ; Page Moreau C; Palmatier RW, 2022, 'From Vision to Reality: Lessons in Creating a Marketplace of Ideas', Journal of Marketing, vol. 86, pp. 4 - 12, http://dx.doi.org/10.1177/00222429221129661

Datta H; van Heerde HJ; Dekimpe MG; Steenkamp JBEM, 2022, 'Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim Economies', Journal of Marketing Research, vol. 59, pp. 251 - 270, http://dx.doi.org/10.1177/00222437211058102

Eckert C; van Heerde HJ; Wetzel HA; Hattula S, 2022, 'Spotlight Personnel: How Hiring and Turnover Drive Service Performance Versus Demand', Journal of Marketing Research, vol. 59, pp. 002224372110680 - 002224372110680, http://dx.doi.org/10.1177/00222437211068049

van Heerde HJ, 2022, 'Looking Ahead: ANZMAC’s Pivotal Role for Marketing Scholars Downunder', Australasian Marketing Journal, pp. 144135822211111 - 144135822211111, http://dx.doi.org/10.1177/14413582221111198

Golder PN; Dekimpe MG; An JT; van Heerde HJ; Kim DSU; Alba JW, 2022, 'EXPRESS: Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation', Journal of Marketing, http://dx.doi.org/10.1177/00222429221129200

van Heerde HJ; Moorman C; Moreau CP; Palmatier RW, 2021, 'Reality Check: Infusing Ecological Value into Academic Marketing Research', Journal of Marketing, vol. 85, pp. 1 - 13, http://dx.doi.org/10.1177/0022242921992383

Heitmann M; Landwehr JR; Schreiner TF; van Heerde HJ, 2020, 'Leveraging Brand Equity for Effective Visual Product Design', Journal of Marketing Research, vol. 57, pp. 257 - 277, http://dx.doi.org/10.1177/0022243720904004

Moorman C; van Heerde HJ; Moreau CP; Palmatier RW, 2019, 'Challenging the Boundaries of Marketing', Journal of Marketing, vol. 83, pp. 1 - 4, http://dx.doi.org/10.1177/0022242919867086

van Heerde HJ; Dinner IM; Neslin SA, 2019, 'Engaging the unengaged customer: The value of a retailer mobile app', International Journal of Research in Marketing, vol. 36, pp. 420 - 438, http://dx.doi.org/10.1016/j.ijresmar.2019.03.003

Moorman C; van Heerde HJ; Moreau CP; Palmatier RW, 2019, 'JM as a Marketplace of Ideas', Journal of Marketing, vol. 83, pp. 1 - 7, http://dx.doi.org/10.1177/0022242918818404

Wetzel HA; Hattula S; Hammerschmidt M; van Heerde HJ, 2018, 'Building and leveraging sports brands: evidence from 50 years of German professional soccer', Journal of the Academy of Marketing Science, vol. 46, pp. 591 - 611, http://dx.doi.org/10.1007/s11747-018-0580-y

Danaher PJ; van Heerde HJ, 2018, 'Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation', Journal of Marketing Research, http://dx.doi.org/10.1509/jmr.16.0112

Danaher PJ; van Heerde HJ, 2018, 'Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation', Journal of Marketing Research, vol. 55, pp. 667 - 685, http://dx.doi.org/10.1177/0022243718802845

Peers Y; van Heerde HJ; Dekimpe MG, 2017, 'Marketing budget allocation across countries: The role of international business cycles', Marketing Science, vol. 36, pp. 792 - 809, http://dx.doi.org/10.1287/mksc.2017.1046

Cleeren K; Dekimpe MG; van Heerde HJ, 2017, 'Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research', Journal of the Academy of Marketing Science, vol. 45, pp. 593 - 615, http://dx.doi.org/10.1007/s11747-017-0558-1

Papies D; Van Heerde HJ, 2017, 'The dynamic interplay between recorded music and live concerts: The role of piracy, unbundling, and artist characteristics', Journal of Marketing, vol. 81, pp. 67 - 87, http://dx.doi.org/10.1509/jm.14.0473

Datta H; Ailawadi KL; Van Heerde HJ, 2017, 'How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?', Journal of Marketing, vol. 81, pp. 1 - 20, http://dx.doi.org/10.1509/jm.15.0340

Nishio T; Larke R; van Heerde H; Melnyk V, 2016, 'Analysing the motivations of Japanese international sports-fan tourists', European Sport Management Quarterly, vol. 16, pp. 487 - 501, http://dx.doi.org/10.1080/16184742.2016.1188838

Hewett K; Rand W; Rust RT; Van Heerde HJ, 2016, 'Brand buzz in the echoverse', Journal of Marketing, vol. 80, pp. 1 - 24, http://dx.doi.org/10.1509/jm.15.0033

Rooderkerk RP; Van Heerde HJ, 2016, 'Robust optimization of the 0-1 knapsack problem: Balancing risk and return in assortment optimization', European Journal of Operational Research, vol. 250, pp. 842 - 854, http://dx.doi.org/10.1016/j.ejor.2015.10.014

Dekimpe MG; Peers Y; van Heerde HJ, 2016, 'The Impact of the Business Cycle on Service Providers: Insights From International Tourism', Journal of Service Research, vol. 19, pp. 22 - 38, http://dx.doi.org/10.1177/1094670515604846

Burmester AB; Becker JU; van Heerde HJ; Clement M, 2015, 'The impact of pre- and post-launch publicity and advertising on new product sales', International Journal of Research in Marketing, vol. 32, pp. 408 - 417, http://dx.doi.org/10.1016/j.ijresmar.2015.05.005

Van Heerde HJ; Gijsbrechts E; Pauwels K, 2015, 'Fanning the flames? How media coverage of a price war affects retailers, consumers, and investors', Journal of Marketing Research, vol. 52, pp. 674 - 693, http://dx.doi.org/10.1509/jmr.13.0260

Datta H; Foubert B; Van Heerde HJ, 2015, 'The challenge of retaining customers acquired with free trials', Journal of Marketing Research, vol. 52, pp. 217 - 234, http://dx.doi.org/10.1509/jmr.12.0160

Dinner IM; Van Heerde HJ; Neslin SA, 2014, 'Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising', Journal of Marketing Research, vol. 51, pp. 527 - 545, http://dx.doi.org/10.1509/jmr.11.0466

Van Heerde HJ; Gijsenberg MJ; Dekimpe MG; Steenkamp JBEM, 2013, 'Price and advertising effectiveness over the business cycle', Journal of Marketing Research, vol. 50, pp. 177 - 193, http://dx.doi.org/10.1509/jmr.10.0414

Rooderkerk RP; van Heerde HJ; Bijmolt THA, 2013, 'Optimizing retail assortments', Marketing Science, vol. 32, pp. 699 - 715, http://dx.doi.org/10.1287/mksc.2013.0800

Cleeren K; Van Heerde HJ; Dekimpe MG, 2013, 'Rising from the ashes: How brands and categories can overcome product-harm crises', Journal of Marketing, vol. 77, pp. 58 - 77, http://dx.doi.org/10.1509/jm.10.0414

Dinner IM; Van Heerde HJ; Neslin SA, 2013, 'Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising', Journal of Marketing Research, vol. 50, pp. 527 - 545, http://dx.doi.org/10.1177/002224371305000507

van Heerde HJ; Srinivasan S; Dekimpe MG, 2012, 'Sibling Rivalry: Estimating Cannibalization Rates for Innovations', GfK Marketing Intelligence Review, vol. 4, pp. 32 - 41, http://dx.doi.org/10.2478/gfkmir-2014-0033

Rooderkerk RP; Van Heerde HJ; Bijmolt THA, 2011, 'Incorporating context effects into a choice model', Journal of Marketing Research, vol. 48, pp. 767 - 780, http://dx.doi.org/10.1509/jmkr.48.4.767

Ebbes P; Papies D; van Heerde HJ, 2011, 'The sense and non-sense of holdout sample validation in the presence of endogeneity', Marketing Science, vol. 30, pp. 1115 - 1122, http://dx.doi.org/10.1287/mksc.1110.0666

van Heerde HJ; Srinivasan S; Dekimpe MG, 2010, 'Estimating cannibalization rates for pioneering innovations', Marketing Science, vol. 29, pp. 1024 - 1039, http://dx.doi.org/10.1287/mksc.1100.0575

van Oest RD; van Heerde HJ; Dekimpe MG, 2010, 'Return on roller coasters: A model to guide investments in theme park attractions', Marketing Science, vol. 29, pp. 721 - 737, http://dx.doi.org/10.1287/mksc.1090.0553

Ataman MB; Van Heerde HJ; Mela CF, 2010, 'The long-term effect of marketing strategy on brand sales', Journal of Marketing Research, vol. 47, pp. 866 - 882, http://dx.doi.org/10.1509/jmkr.47.5.866

Steenkamp JBEM; Van Heerde HJ; Geyskens I, 2010, 'What makes consumers willing to pay a price premium for national brands over private labels?', Journal of Marketing Research, vol. 47, pp. 1011 - 1024, http://dx.doi.org/10.1509/jmkr.47.6.1011

Neslin SA; Van Heerde HJ, 2009, 'Promotion dynamics', Foundations and Trends in Marketing, vol. 3, pp. 177 - 268, http://dx.doi.org/10.1561/1700000010

Leeflang PSH; Bijmolt THA; van Doorn J; Hanssens DM; van Heerde HJ; Verhoef PC; Wieringa JE, 2009, 'Creating lift versus building the base: Current trends in marketing dynamics', International Journal of Research in Marketing, vol. 26, pp. 13 - 20, http://dx.doi.org/10.1016/j.ijresmar.2008.06.006

Ataman MB; Mela CF; Van Heerde HJ, 2008, 'Building brands', Marketing Science, vol. 27, pp. 1036 - 1054, http://dx.doi.org/10.1287/mksc.1080.0358

Van Heerde HJ; Gijsbrechts E; Pauwels K, 2008, 'Winners and losers in a major price war', Journal of Marketing Research, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 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, vol. 42, pp. 141 - 156, http://dx.doi.org/10.1509/jmkr.42.2.141.62296

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