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Koen Pauwels
Northeastern University
97Publications
29H-index
4,704Citations
Publications 97
Newest
Published on Jan 1, 2018in Journal of Marketing 7.34
Anatoli Colicev2
Estimated H-index: 2
(Nazarbayev University),
Ashwin Malshe1
Estimated H-index: 1
(University of Texas at San Antonio)
+ 1 AuthorsPeter O'Connor21
Estimated H-index: 21
(ESSEC Business School)
AbstractAlthough research has examined the social media–shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and ESM) on brand awareness, purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyn...
3 Citations Source Cite
Published on Feb 1, 2018in Journal of Interactive Marketing 3.86
Cenk Koçaş5
Estimated H-index: 5
(Sabancı University),
Koen Pauwels29
Estimated H-index: 29
(Northeastern University),
Jonathan D. Bohlmann10
Estimated H-index: 10
(North Carolina State University)
Among the many items online retailers sell, some stand out as best sellers and are often sold at considerable discounts. Best seller discounting can encourage customer traffic and the purchase of a basket of other products in the same transaction. Although most studies treat retailers as symmetric, the cross-selling potential is generally asymmetric across retailers, since some online retailers have more products to sell. In addition, the cross-selling effect works both ways — customers intendin...
2 Citations Source Cite
Published on Aug 1, 2018in Journal of Interactive Marketing 3.86
Behice Ece Ilhan1
Estimated H-index: 1
(DePaul University),
Raoul V. Kübler1
Estimated H-index: 1
(Özyeğin University),
Koen Pauwels29
Estimated H-index: 29
(Northeastern University)
Abstract Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans p...
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Published on Sep 1, 2018in Journal of Marketing 7.34
Raoul Kübler2
Estimated H-index: 2
(University of Münster),
Koen Pauwels29
Estimated H-index: 29
(BI Norwegian Business School)
+ 1 AuthorsThomas Fandrich1
Estimated H-index: 1
AbstractMany companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with highe...
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Published on Sep 19, 2018in Administrative Sciences
Anatoli Colicev2
Estimated H-index: 2
,
Ashwin Malshe1
Estimated H-index: 1
,
Koen Pauwels29
Estimated H-index: 29
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retaile...
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Published on Jan 1, 2018in Foundations and Trends in Marketing
Koen Pauwels29
Estimated H-index: 29
(Northeastern University)
Source Cite
Published on Jan 1, 2017
Raoul Kübler2
Estimated H-index: 2
,
Anatoli Colicev2
Estimated H-index: 2
,
Koen Pauwels29
Estimated H-index: 29
2 Citations
Published on Dec 1, 2017
Steven H. Seggie10
Estimated H-index: 10
(ESSEC Business School),
Emre Soyer5
Estimated H-index: 5
(Özyeğin University),
Koen Pauwels29
Estimated H-index: 29
(Northeastern University)
The continued survival of firms depends on successful innovation. Yet, legacy firms are struggling to adapt their business models to successfully innovate in the face of greater competition from both local and global startups. The authors propose that firms should build on the lean startup methodology to help adapt their business models while at the same time leveraging the resource advantages that they have as legacy corporations. This paper provides an integrated process for corporate innovati...
2 Citations Source Cite
Published on Dec 1, 2017
Hubert Gatignon26
Estimated H-index: 26
(INSEAD),
Xavier Lecocq10
Estimated H-index: 10
(Lille Catholic University)
+ 1 AuthorsAlina Sorescu11
Estimated H-index: 11
(Texas A&M University)
2 Citations Source Cite
Published on Jan 1, 2017
P.S.H. Leeflang35
Estimated H-index: 35
(University of Groningen),
Jaap E. Wieringa16
Estimated H-index: 16
+ 1 AuthorsKoen Pauwels29
Estimated H-index: 29
(Northeastern University)
Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research methods (Leeflang 2011). In this book we discuss many of these research methods.
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