Browsing Faculty of Business by OzU Authors "Pauwels, Koen Hendrik"
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Assessing consequences of component sharing across brands in the vertical product line in the automotive market
Verhoef, P. C.; Pauwels, Koen Hendrik; Tuk, M. A. (Wiley, 2012-07)Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ... -
Building with bricks and mortar: the revenue impact of opening physical stores in a multichannel environment
Pauwels, Koen Hendrik; Neslin, S. A (Elsevier, 2015-06)A crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of ... -
Consumer attitude metrics for guiding marketing mix decisions
Hanssens, D. M.; Pauwels, Koen Hendrik; Srinivasan, S.; Vanhuele, M.; Yildirim, G. (Informs, 2014-08)Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ... -
Dashboards as a service why, what, how, and what research is needed?
Pauwels, Koen Hendrik; Ambler, T.; Clark, B. H.; LaPointe, P.; Reibstein, D.; Skiera, B.; Wierenga, B.; Wiesel, T. (Sage, 2009-11)Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or ... -
Demonstrating the value of marketing
Hanssens, D. M.; Pauwels, Koen Hendrik (2016-11)Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand ... -
Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, P.; Pauwels, Koen Hendrik; Gupta, S. (Elsevier, 2016-09)As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ... -
Does online information drive offline revenues? Only for specific products and consumer segments!
Pauwels, Koen Hendrik; Leeflang, P. S. H.; Teerling, M. L.; Huizingh, K. R. E. (Elsevier, 2011-03)While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store ... -
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Haan, E. de; Wiesel, T.; Pauwels, Koen Hendrik (Elsevier, 2016-09)The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget ... -
Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
Trusov, M.; Bucklin, R. E.; Pauwels, Koen Hendrik (American Marketing Association, 2009-09)The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic ... -
Fanning the flames? How media coverage of a price war affects retailers, consumers, and investors
Heerde, H. J. van; Gijsbrechts, E.; Pauwels, Koen Hendrik (American Marketing Association, 2015-10)This article explores how media coverage of a price war affects customer, retailer, and investor reactions over time. Using data covering a Dutch supermarket price war (2003–2005), the authors find that price reductions, ... -
The formation, evolution and replacement of price-quality relationships
Pauwels, Koen Hendrik; D’Aveni, R. (Springer Science+Business Media, 2016-01)This paper develops a theoretical framework to address how dynamic competitive interactions and customer preferences change the observed relationship between market price and quality, and it offers an empirical framework ... -
The hare and the tortoise: do earlier adopters of online channels purchase more?
Li, J.; Konuş, U.; Pauwels, Koen Hendrik (Elsevier, 2015-06)Earlier adopters of a product or service tend to be more valuable than later adopters. Does this empirical generalization equally apply to earlier adopters of a multichannel retailer's new online channel too? This study ... -
How online consumer segments differ in long-term marketing effectiveness
Reimer, K.; Rutz, O. J.; Pauwels, Koen Hendrik (Elsevier, 2014-11)Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ... -
The impact of brand familiarity on online and offline media synergy
Pauwels, Koen Hendrik; Demirci, Ceren; Yıldırım, G.; Srinivasan, S. (Elsevier, 2016)Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to ... -
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen Hendrik; Akşehirli, Zeynep; Lackman, A. (Elsevier, 2016-09)Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ... -
Marketing's profit impact: quantifying online and off-line funnel progression
Wiesel, T.; Pauwels, Koen Hendrik; Arts, J. (Informs, 2011)Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual ... -
Mind-set metrics in market response models: an integrative approach
Srinivasan, S.; Vanhuele, M.; Pauwels, Koen Hendrik (American Marketing Association, 2010-08)Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer ... -
No comment?! The drivers of reactions to online posts in professional groups
Rooderkerk, R. P.; Pauwels, Koen Hendrik (Elsevier, 2016-08)Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, ... -
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
Srinivasan, S.; Rutz, O. J.; Pauwels, Koen Hendrik (Springer International Publishing, 2016-07)This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ... -
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 ...
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