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51

Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation

Danaher, Peter J., van Heerde, Harald J.

Journal:

Journal of Marketing Research

Year:

2018

Language:

english

File:

PDF, 1010 KB

english, 2018

52

Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior

Dinner, Isaac M., van Heerde, Harald J., Neslin, Scott

Journal:

SSRN Electronic Journal

Year:

2015

Language:

english

File:

PDF, 1.06 MB

english, 2015

53

Understanding the Timing and Magnitude of Advertising Spending Patterns

Gijsenberg, Maarten J., van Heerde, Harald J., Dekimpe, M. G., Steenkamp, Jan-Benedict E. B. M., Nijs, Vincent R.

Journal:

SSRN Electronic Journal

Year:

2009

Language:

english

File:

PDF, 1.84 MB

english, 2009

54

Rejoinder for the proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects

Harald J. van Heerde

Journal:

Applied Stochastic Models in Business and Industry

Year:

2005

Language:

english

File:

PDF, 51 KB

english, 2005

55

Consideration sets, intentions and the inclusion of “don't know” in a two-stage model for voter choice

Richard Paap, Erjen van Nierop, Harald J. van Heerde, Michel Wedel, Philip Hans Franses, Karel Jan Alsem

Journal:

International Journal of Forecasting

Year:

2005

Language:

english

File:

PDF, 227 KB

english, 2005

56

Marketing Models and the Lucas Critique

van Heerde, Harald J., Dekimpe, Marnik G., P. Putsis, William

Journal:

Journal of Marketing Research

Year:

2005

File:

PDF, 71 KB

2005

57

Analysing the motivations of Japanese international sports-fan tourists

Nishio, Tatsuru, Larke, Roy, van Heerde, Harald, Melnyk, Valentyna

Journal:

European Sport Management Quarterly

Year:

2016

Language:

english

File:

PDF, 1.29 MB

english, 2016

58

Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research

Cleeren, Kathleen, Dekimpe, Marnik G., van Heerde, Harald J.

Journal:

Journal of the Academy of Marketing Science

Year:

2017

Language:

english

File:

PDF, 898 KB

english, 2017

59

Building and leveraging sports brands: evidence from 50 years of German professional soccer

Wetzel, Hauke A., Hattula, Stefan, Hammerschmidt, Maik, van Heerde, Harald J.

Journal:

Journal of the Academy of Marketing Science

Year:

2018

Language:

english

File:

PDF, 797 KB

english, 2018

60

Advertising and Price Effectiveness over the Business Cycle

Gijsenberg, Maarten J., van Heerde, Harald J., Dekimpe, M. G., Steenkamp, Jan-Benedict E. B. M.

Journal:

SSRN Electronic Journal

Year:

2009

Language:

english

File:

PDF, 840 KB

english, 2009

61

Understanding the Role of Adstock in Advertising Decisions

Gijsenberg, Maarten J., van Heerde, Harald J., Dekimpe, M. G., Nijs, Vincent R.

Journal:

SSRN Electronic Journal

Year:

2011

Language:

english

File:

PDF, 920 KB

english, 2011

62

How Promotions Work: SCAN*PRO-Based Evolutionary Model Building

Leeflang, Peter S.H., van Heerde, Harald J., Wittink, Dick R.

Journal:

SSRN Electronic Journal

Year:

2002

Language:

english

File:

PDF, 343 KB

english, 2002

63

Challenging the Boundaries of Marketing

Moorman, Christine, van Heerde, Harald J., Moreau, C. Page, Palmatier, Robert W.

Journal:

Journal of Marketing

Year:

2019

Language:

english

File:

PDF, 189 KB

english, 2019

64

Leveraging Brand Equity for Effective Visual Product Design

Heitmann, Mark, Landwehr, Jan R., Schreiner, Thomas F., van Heerde, Harald J.

Journal:

Journal of Marketing Research

Year:

2020

File:

PDF, 889 KB

2020