Recent Marketing Publications

High Impact Research Our faculty actively contribute to both academic thought leadership and business practice—delivering actionable and theoretically rich insights that have strong impact on relevant business and societal issues.

 

Recent Journal Articles

Battle of the Brand Fans: Impact of brand Attack and Defense on social media
Koen Pauwels, Ilhan, B. E., Kubler, R.
Journal of Interactive Marketing
2018 (forthcoming)

Improving Consumer Mind-Set Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned
Colicev, A., Malshe, A. A., Koen Pauwels, O'Connor, P.
Journal of Marketing
2018

Pricing Best Sellers and Traffic Generators: The Role of Asymmetric Cross-selling
Kocas, C., Koen Pauwels, Bohlmann, J. D.
Journal of Interactive Marketing
2018

Delegating Decisions: Recruiting Others to Make Difficult Choices
Mary Steffel, Williams, E. F.
Journal of Consumer Research
2018

Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS Articles
Hulland, J., Baumgartner, H., Keith Smith
Journal of the Academy of Marketing Science
2018

A marketing perspective on business models
Gatignon, H., Lecocq, X., Koen Pauwels, Sorescu, A.
AMS Review
2017

Combining big data and lean startup methods for business model evolution
Seggie, S. H. , Soyer, E., Koen Pauwels
AMS Review
2017

Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products
Verhoef, P.C., Stephen, A.T., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Yakov Bart, Datta, H., Fong, N.M., Hoffman, D.L., Hu, M., Novak, T., Rand, W., Zhang, Y.
Journal of Interactive Marketing
2017

Customer Engagement in a Big Data World
Aksoy, L., Kunz, W., Yakov Bart, Heinonen, K., Kabaday, S., Villarroel Ordenes, F., Sigala, M., Theodoulidis, B., Diaz, D.
Journal of Services Marketing
2017

The Changing Bases of Mutual Trust Formation in Inter-Organizational Relationships: A Dyadic Study of University-Industry Research Collaborations
Hemmert, M., Bstieler, L., Gloria Barczak
Journal of Business Research
2017

Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon
Li, H., Shen, Q., Yakov Bart
Management Science
2017

Service Encounters, Experiences and the Customer Journey: Defining the Field and a Call to Expand beyond the Core Service Encounter
Paul W. Fombelle, Voorhees, C., Gregoire, Y., Gustafsson, A., Bone, S., Sousa, R.
Journal of Business Research
2017

Branding Strategies for High Technology Products: The Effects of Consumer and Product Innovativeness
Troung, Y., Klink, R., Amir Grinstein, Simmons, G., Palmer, M.
Journal of Business Research
2017

Big Data and consumer behavior: imminent opportunities
Hofacker, C. F., Malthouse, E. C., Fareena Sultan
Journal of Consumer Marketing
2016

Passing the Buck: Delegating Choices to Others to Avoid Responsibility and Blame
Mary Steffel, Williams, E. F., Perrmann-Graham, J.
Organizational Behavior and Human Decision Processes
2016

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Koen Pauwels, Zeynep Aksehirli, Lackman, A.
International Journal of Research in Marketing
2016

Demonstrating the Value of Marketing
Hanssens, D. M., Koen Pauwels
Journal of Marketing
2016

The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
de Haan, E., Wiesel, T., Koen Pauwels
International Journal of Research in Marketing
2016

No Comment?! The Drivers of Reactions to Online Posts in Professional Groups
Rooderkerk, R. P., Koen Pauwels
Journal of Interactive Marketing
2016

The Impact of Brand Familiarity on Online and Offline Media Synergy
Koen Pauwels, Demirci, C., Yildirim, G., Srinivasan, S.
International Journal of Research in Marketing
2016

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
Kireyev, P., Koen Pauwels, Gupta, S.
International Journal of Research in Marketing
2016

Customizing your Social Strategy to the Platform
Tucker J. Marion, Roberts, D., Candi, M., Gloria Barczak
Sloan Management Review
2016

Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
Chae, I., Stephen, A. T., Yakov Bart, Yao, D.
Marketing Science
2016

Mobile Advertising: A Framework and Research Agenda
Grewal, D., Yakov Bart, Spann, M., Zubcsek, P. P.
Journal of Interactive Marketing
2016

Responding to the 98%: face-enhancing strategies for dealing with rejected customer ideas
Paul W. Fombelle, Bone, S. A., Lemon, K. N.
Journal of Academy of Marketing Science
2016

Defining service innovation, a review synthesis
Snyder, H., Witell, L., Gustafsson, A., Paul W. Fombelle, Kristensson, P.
Journal of Business Research
2016

Identifying Categories of Service Innovation: A Review and Synthesis of the Literature
Witell, L., Snyder, H., Gustafsson, A., Paul W. Fombelle, Kristenssson, P.
Journal of Business Research
2016

"Mere Measurement Plus": How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior
Bone, S. A., Lemon, K. N., Voohrees, C., Liljenquist, K. N., Paul W. Fombelle, Detienne, K. B., Money, R. B.
Journal of Marketing Research
2016

Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation
Hill, K. M., Paul W. Fombelle, Sirianni, N.
Journal of Business Research
2016

Spare the Rod and Spoil the Child? How Praising, Scolding, and Assertiveness can Encourage Desired Behaviors
Amir Grinstein, Kronrod, A.
Journal of Marketing Research
2016

The Boomerang Effect of Descriptive Norm Demarketing: Extension and Remedy in an Environmental Context
Yakobovitch, N., Amir Grinstein
Journal of Public Policy and Marketing
2016

Whose Innovation Performance Benefits More from External Networks: Entrepreneurial or Conservative Firms?
Baker, W., Amir Grinstein, Harmancioglu, N.
Journal of Product Innovation Management
2016

Community Participation and Consumer to Consumer Helping: Does Participation in Third-Party Hosted Communities Reduce the Likelihood to Help?
Thompson, S. A., Kim, M., Keith M. Smith
Journal of Marketing Research
2016

Ethically Deployed Defaults: Transparency and Consumer Protection Via Disclosure and Preference Articulation
Mary L. Steffel, Williams, E. F., Pogacar, R.
Journal of Marketing Research
2016

 

New Books

Social Media Marketing: Principles and Strategies (2nd ed.)
Stephen, A. T., Yakov Bart
Stukent
2017