Browsing by Author "Pauwels, Koen Hendrik"
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Pricing of national brands versus store brands: market power components, findings and research opportunities
Pauwels, Koen Hendrik; Srinivasan, S. (Edward Elgar Publishing, 2009)Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store ... -
Private-label use and store loyalty
Ailawadi, K. L.; Pauwels, Koen Hendrik; Steenkamp, J.-B. E. M. (American Marketing Association, 2008-11)The authors develop an econometric model of the relationship between a household’s private-label (PL) share and its behavioral store loyalty. The model includes major drivers of these two behaviors and controls for ... -
Product innovations, advertising, and stock returns
Srinivasan, S.; Pauwels, Koen Hendrik; Silva-Risso, J.; M. Hanssens, D. (American Marketing Association, 2009-01)Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation ... -
Quantifying the spillover of green products on consumer attitudes and umbrella brand sales
Özcan, Başar (2017-06)Despite growing consumer attention to the environment, it is still unclear how and how much companies benefit from their large investments in 'green' products. This paper quantifies the positive spillover of sustainable ... -
Social media metrics - A framework and guidelines for managing social media
Peters, K.; Chen, Y.; Kaplan, A. M.; Ognibeni, B.; Pauwels, Koen Hendrik (Elsevier, 2013-11)Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online ... -
Time-series models of pricing the impact of marketing on firm value
Luo, X.; Pauwels, Koen Hendrik; Hanssens, D. M. (Edward Edgar Publishing, 2012-05)N/A -
What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
Bezawada, R.; Pauwels, Koen Hendrik (American Marketing Association, 2013-01)Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant ... -
Winners and losers in a major price war
Heerde, H. J. van; Gijsbrechts, E.; Pauwels, Koen Hendrik (American Marketing Association, 2008-10)Although retail price wars have received much business press and some research attention, it is unclear how they affect consumer purchase behavior. This article studies an unprecedented price war in Dutch grocery retailing ... -
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
Pauwels, Koen Hendrik; Erguncu, S.; Yildirim, G. (Elsevier, 2013-03)Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
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