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Koen Pauwels
Northeastern University
100Publications
30H-index
4,882Citations
Publications 100
Newest
#1Marcello FormisanoH-Index: 1
#2Koen Pauwels (NU: Northeastern University)H-Index: 30
Last.Lia Zarantonello (University of Roehampton)H-Index: 9
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What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on...
#1Sha Zhang (CAS: Chinese Academy of Sciences)
#2Koen Pauwels (NU: Northeastern University)H-Index: 30
Last.Chenming Peng (UG: University of Groningen)
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Abstract Online-to-offline service platform (O2OSP) channels offer innovative means for customers to order local, daily services online (via apps) and have them delivered almost instantly offline. By comparing the business models underlying O2OSP, traditional online and offline, and platform-based e-commerce channels, this article aims to identify the short- and long-term impacts of adding an O2OSP channel on firms' offline and total sales and profits. The analysis focuses primarily on a recent ...
#1Anatoli ColicevH-Index: 3
#2Ashwin MalsheH-Index: 3
Last.Koen PauwelsH-Index: 30
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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...
#1Raoul Kübler (WWU: University of Münster)H-Index: 1
#2Koen Pauwels (BI Norwegian Business School)H-Index: 30
Last.Thomas FandrichH-Index: 1
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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...
#1Behice Ece Ilhan (DePaul University)H-Index: 2
#2Raoul V. Kübler (Özyeğin University)H-Index: 2
Last.Koen Pauwels (NU: Northeastern University)H-Index: 30
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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...
#1Cenk Koçaş (Sabancı University)H-Index: 5
#2Koen Pauwels (NU: Northeastern University)H-Index: 30
Last.Jonathan D. Bohlmann (NCSU: North Carolina State University)H-Index: 11
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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...
#1Anatoli Colicev (NU: Nazarbayev University)H-Index: 3
#2Ashwin Malshe (UTSA: University of Texas at San Antonio)H-Index: 3
Last.Peter O’Connor (ESSEC Business School)H-Index: 12
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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...
#1Steven H. Seggie (ESSEC Business School)H-Index: 10
#2Emre Soyer (Özyeğin University)H-Index: 5
Last.Koen Pauwels (NU: Northeastern University)H-Index: 30
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Abstract 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...
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