Harald J. van Heerde
Harald J. van Heerde
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Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members
J Leenheer, HJ Van Heerde, THA Bijmolt, A Smidts
International Journal of Research in Marketing 24 (1), 31-47, 2007
New empirical generalizations on the determinants of price elasticity
THA Bijmolt, HJ Van Heerde, RGM Pieters
Journal of marketing research 42 (2), 141-156, 2005
The impact of a product-harm crisis on marketing effectiveness
H Van Heerde, K Helsen, MG Dekimpe
Marketing Science 26 (2), 230-245, 2007
What makes consumers willing to pay a price premium for national brands over private labels?
JBEM Steenkamp, HJ Van Heerde, I Geyskens
Journal of marketing research 47 (6), 1011-1024, 2010
The long-term effect of marketing strategy on brand sales
MB Ataman, HJ Van Heerde, CF Mela
Journal of Marketing Research 47 (5), 866-882, 2010
How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
H Datta, KL Ailawadi, HJ Van Heerde
Journal of Marketing 81 (3), 1-20, 2017
Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising
IM Dinner, HJ Heerde Van, SA Neslin
Journal of marketing research 51 (5), 527-545, 2014
Brand buzz in the echoverse
K Hewett, W Rand, RT Rust, HJ Van Heerde
Journal of marketing 80 (3), 1-24, 2016
Rising from the ashes: How brands and categories can overcome product-harm crises
K Cleeren, HJ Van Heerde, MG Dekimpe
Journal of Marketing 77 (2), 58-77, 2013
The estimation of pre-and postpromotion dips with store-level scanner data
HJ Van Heerde, PSH Leeflang, DR Wittink
Journal of Marketing Research 37 (3), 383-395, 2000
Decomposing the sales promotion bump with store data
HJ Van Heerde, PSH Leeflang, DR Wittink
Marketing Science 23 (3), 317-334, 2004
Is 75% of the sales promotion bump due to brand switching? No, only 33% is
HJ Van Heerde, S Gupta, DR Wittink
Journal of Marketing Research 40 (4), 481-491, 2003
Addressing endogeneity in marketing models
D Papies, P Ebbes, HJ Van Heerde
Advanced methods for modeling markets, 581-627, 2017
Winners and losers in a major price war
HJ Van Heerde, E Gijsbrechts, K Pauwels
Journal of Marketing Research 45 (5), 499-518, 2008
Price and advertising effectiveness over the business cycle
HJ Van Heerde, MJ Gijsenberg, MG Dekimpe, JBEM Steenkamp
Journal of Marketing Research 50 (2), 177-193, 2013
Building brands
MB Ataman, CF Mela, HJ Van Heerde
Marketing Science 27 (6), 1036-1054, 2008
Semiparametric analysis to estimate the deal effect curve
HJ Van Heerde, PSH Leeflang, DR Wittink
Journal of Marketing Research 38 (2), 197-215, 2001
The dynamic effect of innovation on market structure
HJ Van Heerde, CF Mela, P Manchanda
Journal of Marketing Research 41 (2), 166-183, 2004
Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research
K Cleeren, MG Dekimpe, HJ Van Heerde
Journal of the Academy of Marketing Science 45, 593-615, 2017
Incorporating context effects into a choice model
RP Rooderkerk, HJ Van Heerde, THA Bijmolt
Journal of Marketing Research 48 (4), 767-780, 2011
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