By Professor Harald Van Heerde

Preprints

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

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

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

Gijsenberg MJ; van Heerde HJ; Dekimpe MG; Nijs VR, Understanding the Role of Adstock in Advertising Decisions, 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, http://dx.doi.org/10.2139/ssrn.1472914

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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