By Professor Harald Van Heerde

Journal articles

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, 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, 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, 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, pp. 317 - 466, 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; An J, 2024, 'How Soaring Inflation Impacts Consumers’ Spending Patterns', in ISMS Marketing Science Conference, University of New South Wales, presented at ISMS Marketing Science Conference, University of New South Wales, 26 June 2024 - 29 June 2024

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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