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Is 3/4 od the sales promotion bump due to brand switching? : No it is 1/3.

Heerde, Harald J. van (contributor); … - 2003 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001773638

Advertising and price effectiveness over the business cycle

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009485877

Understanding the timing and magnitude of advertising spending patterns

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009306647

Do loyalty programs enhance behavioral loyalty? : An empirical analysis accounting for program design and competitive effects

Leenheer, Jorna; Bijmolt, Tammo H. A.; Heerde, Harald J. van - 2002 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001692507

Marketing models and the Lucas Critique

Heerde, Harald J. van (contributor); … - 2004

Persistent link: https://www.econbiz.de/10003255378

Managing product-harm crises

Heerde, Harald J. van (contributor); … - 2005

Persistent link: https://www.econbiz.de/10003088630

Learning from data : an empirics-first approach to relevant knowledge generation

Golder, Peter N.; Dekimpe, Marnik G.; An, Jake T.; … - In: Journal of marketing 87 (2023) 3, pp. 319-336

Persistent link: https://www.econbiz.de/10014245094

Cross-national differences in market response : line-length, price, and distribution elasticities in 14 indo-pacific rim economies

Datta, Hannes; Heerde, Harald J. van; Dekimpe, Marnik G.; … - In: Journal of marketing research 59 (2022) 2, pp. 251-270

Persistent link: https://www.econbiz.de/10013258017

Driving Mobile App User Engagement through Gamification

Paschmann, Jens Wilhelm; Völckner, Franziska; Bruno, Hernan - 2022

Many mobile app providers offer their apps for free and base their business models on user engagement. However, declining app usage over time threatens user engagement and the ability of apps to create business value. To keep users engaged, app providers use gamification, i.e., they link their...

Persistent link: https://www.econbiz.de/10014237774

Who pays the price for bad advice? : the role of financial vulnerability, learning and confirmation bias

Agnew, Julie; Bateman, Hazel; Eckert, Christine; … - 2021

Persistent link: https://www.econbiz.de/10012628823