"Battle of the Brand Fans: Impact of brand Attack and Defense on social media", with Behice Ece Ilhan and Raoul Kubler, Journal of Interactive Marketing, 2018, forthcoming.
"Improving Consumer Mind-Set Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned", with A. Colicev, A. A. Malshe, P. O'Connor, Journal of Marketing, 82(1), 2018, 37-56.
"Pricing Best Sellers and Traffic Generators: The Role of Asymmetric Cross-selling" with Cenk Kocas, and Jonathan D. Bohlmann. Journal of Interactive Marketing, 41, 2018, 28-43.
"A marketing perspective on business models." with Gatignon, Hubert, Xavier Lecocq, and Alina Sorescu. AMS Review, December, 7 (3-4), 2017, 85-89.
"Combining big data and lean startup methods for business model evolution" with Steven Seggie, and Emre Soyer, AMS Review, December, 7 (3-4), 2017, 154-169.
"Demonstrating the Value of Marketing", with Dominique M. Hanssens, Journal of Marketing, 80 (6), 2016,173-190.
"Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance." with Zeynep Aksehirli and Andrew Lackman, International Journal of Research in Marketing, 33 (3), 2016, 639-655.
"The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework." with Evert de Haan and Thorsten Wiesel, International Journal of Research in Marketing, 33(3), 2016, 491-507.
"No Comment?! The Drivers of Reactions to Online Posts in Professional Groups." with Robert Rooderkerk, Journal of Interactive Marketing, 35 , 2016, 1-15.
"The Impact of Brand Familiarity on Online and Offline Media Synergy", with Ceren Demirci, Gokhan Yildirim and Shuba Srinivasan, International Journal of Research in Marketing, 33(4), 2016, 739-753.
"Selecting Predictive Metrics for Marketing Dashboards-An Analytical Approach." with Amit Joshi, Journal of Marketing Behavior, 2.2–3, 2016, 195-224.
"Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising" with Pavel Kireyev and Sunil Gupta, International Journal of Research in Marketing, 33(3), 2016, 475-490.
"Fanning the Flames? How Media Coverage of a Price War Impacts Retailers, Consumers and Investors," with Harald van Heerde and Els Gijsbrechts, Journal of Marketing Research, 52(5), 2015, 674-693.
"The hare and the tortoise: do earlier adopters of online channels purchase more?" with Jing Li, Umut Konuş and Fred Langerak, Journal of Retailing, 91(2), 2015, 289-308.
"Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity", with Shuba Srinivasan and Oliver Rutz, Journal of the Academy of Marketing Science, 2015, 1-14.
"Building with Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment", with Scott Neslin, Journal of Retailing, 91 (2), 2015, 182-197. Winner of the 2017 Davidson Best Paper Award.
"The Formation, Evolution and Replacement of Price-Quality Relationships", with Richard D’Aveni, Journal of the Academy of Marketing Science, October, 2014, 1-20.
"How Online Consumer Segments Differ in Long-term Marketing Effectiveness", with Oliver Rutz and Kerstin Reimer, Journal of Interactive Marketing, 28 (4), 2014, 271-284.
"Consumer Attitude Metrics For Guiding Marketing Mix Decisions", with Dominique M. Hanssens, Shuba Srinivasan, Marc Vanhuele and Gokhan Yildirim, Marketing Science, 33 (4), July-August, 2014, 534-550.