Prof Harald van Heerde staff profile picture

Contact details +64 (09) 414 0800  ext. 43320

Prof Harald van Heerde MSc, PhD

Research Professor/MSA Charitable Trust Chair in Marketing

School of Communication, Journalism and Marketing

Harald van Heerde is a Research Professor of Marketing at Massey University (Albany campus). Harald specializes in econometric models to measure the effects of marketing activities on performance. His work has appeared in leading outlets such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics, and the International Journal of Research in Marketing.

Harald has a PhD in Economics (Cum Laude) from the University of Groningen, the Netherlands, and an MSc in Econometrics (Cum Laude) from the same university.

Harald van Heerde joined Massey University as a Research Professor of Marketing in 2013. He was previously affiliated with Tilburg University, the Netherlands (2000-2006) and the University of Waikato (2006-2013).

 

Research

Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of advertising, price, sales promotion and new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retail assortment optimization, attribution modeling, customer acquisition, and the role of PR and publicity. He is also interested in entertainment marketing and has done research on the music industry, tourism marketing, theme parks and sports marketing.

 

Another line of his research looks at how external events impact the effectiveness of marketing. In particular, Harald has studied how product-harm crises, radical innovations, recessions and price wars change the effects of marketing activities. Harald’s technical expertise includes econometric models, Bayesian methods, Dynamic Linear Models, time-varying parameter models, endogeneity correction and time series models.

 

Awards

Van Heerde is the recipient of seven best paper awards: the William O'Dell Award for Long-term Impact (JMR), the Paul Green Best Paper Award (JMR), twice the Informs Society of Marketing Science Long-term Impact Award, twice the Jan-Benedict Steenkamp Long-term Impact Award of IJRM and the IJRM Best Paper Award. His papers were best paper award finalists on seventeen more occasions.

 

 

Service

Harald van Heerde serves as a Co-Editor at the Journal of Marketing Research (as of July 1, 2018), as an Associate Editor at Marketing Science and at the Journal of Marketing Research. He is an editorial board member at the International Journal of Research in Marketing..

 

Research grants

Harald has been successful in attracting large national research grants in three countries:

  • The Netherlands: Principal Investigator for grant worth EUR 675,00 from the Netherlands Organisation for Scientific Research for 2002-2006.
  • New Zealand: Principal Investigator for Marsden Fund worth NZ$ 740,000 from the Royal Society New Zealand for 2010-2013.
  • Australia: Partner Investigator for Discovery Grant worth AU$ 256,000 from the Australian Research Council for 2014-2016 (with P. Danaher and T. Dagger from Monash)

Harald's work is also supported by three grants from the Marketing Science Institute (2005; 2005; 2012) and one from the Zyman Institute of Brand Science (2005).

Other

Harald is an Academic Trustee at AiMark (Advanced International Marketing Knowledge) and an Extramural Fellow at Tilburg University. He has consulted for leading firms in Europe, the US and Australasia. 

Harald van Heerde is a Research Professor of Marketing at Massey University (Albany campus)Harald specializes in econometric models to measure the effects of marketing activities on performance. His work has appeared in the Journal of Marketing, the Journal of Marketing Research (JMR), Marketing Science, Quantitative Marketing and Economics, and the International Journal of Research in Marketing (IJRM).

His work has been awarded with the Paul E. Green Award (JMR), the William F. O'Dell Award (JMR), twice the Long-term Impact Award (Marketing Science), the IJRM Steenkamp long-term award and twice the IJRM best paper award. 

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Professional

Contact details

  • Ph: +64 9 213 6320
    Location: QB 3.45, Quadrangle B
    Campus: Albany

Qualifications

  • Econometrics - University of Groningen, the Netherlands (1995)
  • Economics - University of Groningen, the Netherlands (1999)

Prizes and Awards

  • Winner of 2017 Long Term Impact Award, Informs Society for Marketing Science. The INFORMS Society for Marketing Science Long Term Impact Award is to be given annually to a marketing paper published in Marketing Science, or Management Science, or another INFORMS journal, that is viewed to have made a significant long run impact on the field of Marketing. The award was given for my article published ten years prior: Ataman, Berk, Carl. F. Mela, and Harald J. van Heerde (2008), “Building Brands,” Marketing Science, 27 (November–December), 1036–1054. - Informs (2017)
  • Winner of the 2017 Steenkamp Long-Term Impact Award for the article with most impact published in the International Journal of Research in Leenheer, Jorna, Harald J. van Heerde, Tammo H.A. Bijmolt, and Ale Smidts (2007), “Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members,” International Journal of Research in Marketing, 24 (March), 31-47. - International Journal of Research in Marketing, part of the European Marketing Academy (2017)
  • Winner of the 2016 Oxford University Centre for Corporate Reputation Best Published Paper award for: Hewett, Kelly, William Rand, Roland T. Rust, and Harald J. van Heerde (2016), “Brand Buzz in the Echoverse,” Journal of Marketing, 80 (3), 1-24. - Oxford University Centre for Corporate Reputation (2016)
  • Winner of the 2016 IJRM Best Paper Award for the best article published in the International Journal of Research in Marketing for: Burmester, Alexa B., Jan U. Becker, Harald J. van Heerde and Michel Clement (2015), “Pre- and Post-Launch Effects of Publicity and Advertising on Sales,” International Journal of Research in Marketing, 32 (4), 408-417. - International Journal of Research in Marketing, part of the European Marketing Academy (2016)
  • Winner of 2014 Long Term Impact Award, Informs Society for Marketing Science. The INFORMS Society for Marketing Science Long Term Impact Award is to be given annually to a marketing paper published in Marketing Science, or Management Science, or another INFORMS journal, that is viewed to have made a significant long run impact on the field of Marketing. The award was given for my article published ten years prior: Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink (2004), “Decomposing the Sales Promotion Bump with Store Data,” Marketing Science, 23 (3), 317-334. - Informs Society for Marketing Science (2014)
  • Winner of 2008 William O’Dell Award for Long-term Impact. The award recognizes the Journal of Marketing Research article that “has made the most significant, long-run contribution to marketing theory, and/or methodology, and/or practice” for: Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittink (2003), “Is 75% of the Sales Promotion Bump due to Brand Switching? No, Only 33% Is,” Journal of Marketing Research, 40 (4), 481-491. - Journal of Marketing Research, part of the American Marketing Association (2008)
  • Winner of the 2008 Best Paper Award, International Journal of Research for: Leenheer, Jorna, Harald J. van Heerde, Tammo H.A. Bijmolt, and Ale Smidts (2007), “Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members,” International Journal of Research in Marketing, 24 (March), 31-47. - International Journal of Research in Marketing, part of the European Marketing Academy (2008)
  • Winner of 2004 Paul E. Green Best Paper Award. The award recognizes “the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research” for: Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittink (2003), “Is 75% of the Sales Promotion Bump due to Brand Switching? No, Only 33% Is,” Journal of Marketing Research, 40 (4), 481-491. - Journal of Marketing Research, part of the American Marketing Association (2018)

Research Expertise

Research Interests

Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of advertising, price, sales promotion and new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retail assortment optimization, attribution modeling, customer acquisition, and the role of PR and publicity. He is also interested in entertainment marketing and has done research on the music industry, tourism marketing, theme parks and sports marketing.

 

Another line of his research looks at how external events impact the effectiveness of marketing. In particular, Harald has studied how product-harm crises, radical innovations, recessions and price wars change the effects of marketing activities. Harald’s technical expertise includes econometric models, Bayesian methods, Dynamic Linear Models, time-varying parameter models, endogeneity correction and time series models.

Thematics

Resource Development and Management

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000):
Econometric and Statistical Methods (140302): Econometrics (140300): Economic Models and Forecasting (140303): Economics (140000):
Marketing (150500): Marketing Measurement (150504): Marketing Research Methodology (150505):
Panel Data Analysis (140304):
Pricing (incl. Consumer Value Estimation) (150507):
Time-Series Analysis (140305):
Tourism (150600)

Keywords

  • Marketing Research
  • Econometrics
  • Statistics
  • Quantitative marketing
  • Advertising effects
  • Sales promotion effects
  • Pricing
  • Retailer assortments
  • Marketing mix effects
  • Product-harm crises, product recalls
  • Tourism marketing
  • Marketing in a recession
  • Price wars
  • Tourism Marketing
  • Music Marketing
  • Attribution Modeling
  • Brand Equity

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 3

Research Outputs

Journal

Wetzel, HA., Hattula, S., Hammerschmidt, M., & van Heerde, HJ. (2018). Building and leveraging sports brands: evidence from 50 years of German professional soccer. Journal of the Academy of Marketing Science. , 1-21
[Journal article]Authored by: van Heerde, H., Wetzel, H.
Danaher, PJ., & van Heerde, HJ. (2018). Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation. Journal of Marketing Research.
[Journal article]Authored by: van Heerde, H.
Cleeren, K., Dekimpe, MG., & van Heerde, HJ. (2017). Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research. Journal of the Academy of Marketing Science. 45(5), 593-615
[Journal article]Authored by: van Heerde, H.
Peers, Y., van Heerde, HJ., & Dekimpe, MG. (2017). Marketing budget allocation across countries: The role of international business cycles. Marketing Science. 36(5), 792-809
[Journal article]Authored by: van Heerde, H.
Papies, D., & Van Heerde, HJ. (2017). The dynamic interplay between recorded music and live concerts: The role of piracy, unbundling, and artist characteristics. Journal of Marketing. 81(4), 67-87
[Journal article]Authored by: van Heerde, H.
Datta, H., Ailawadi, KL., & Van Heerde, HJ. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?. Journal of Marketing. 81(3), 1-20
[Journal article]Authored by: van Heerde, H.
Nishio, T., Larke, R., van Heerde, H., & Melnyk, V. (2016). Analysing the motivations of Japanese international sports-fan tourists. European Sport Management Quarterly. 16(4), 487-501
[Journal article]Authored by: Melnyk, V., van Heerde, H.
Burmester, AB., Becker, JU., van Heerde, HJ., & Clement, M. (2015). The impact of pre- and post-launch publicity and advertising on new product sales. International Journal of Research in Marketing. 32(4), 408-417
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ. (2005). The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects. Applied Stochastic Models in Business and Industry. 21(4-5), 397-402
[Journal article]Authored by: van Heerde, H.
Hewett, K., Rand, W., Rust, RT., & Van Heerde, HJ. (2016). Brand buzz in the echoverse. Journal of Marketing. 80(3), 1-24
[Journal article]Authored by: van Heerde, H.
Gijsenberg, MJ., Van Heerde, HJ., & Verhoef, PC. (2015). Losses loom longer than gains: Modeling the impact of service crises on perceived service quality over time. Journal of Marketing Research. 52(5), 642-656
[Journal article]Authored by: van Heerde, H.
Rooderkerk, RP., & Van Heerde, HJ. (2016). Robust optimization of the 0-1 knapsack problem: Balancing risk and return in assortment optimization. European Journal of Operational Research. 250(3), 842-854
[Journal article]Authored by: van Heerde, H.
Dekimpe, MG., Peers, Y., & van Heerde, HJ. (2016). The Impact of the Business Cycle on Service Providers: Insights From International Tourism. Journal of Service Research. 19(1), 22-38
[Journal article]Authored by: van Heerde, H.
Burmester, AB., Becker, JU., van Heerde, HJ., & Clement, M. (2015). The impact of pre- and post-launch publicity and advertising on new product sales. International Journal of Research in Marketing. 32(4), 408-417
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Gijsbrechts, E., & Pauwels, K. (2015). Fanning the flames? How media coverage of a price war affects retailers, consumers, and investors. Journal of Marketing Research. 52(5), 674-693
[Journal article]Authored by: van Heerde, H.
Gijsenberg, MJ., van Heerde, HJ., & Verhoef, PC. (2015). Losses loom longer than gains: Modeling the impact of service crises on perceived service quality over time. Journal of Marketing Research. 52(5), 642-656
[Journal article]Authored by: van Heerde, H.
Datta, H., Foubert, B., & Van Heerde, HJ. (2015). The challenge of retaining customers acquired with free trials. Journal of Marketing Research. 52(2), 217-234
[Journal article]Authored by: van Heerde, H.
Dinner, IM., Van Heerde, HJ., & Neslin, SA. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research. 51(5), 527-545
[Journal article]Authored by: van Heerde, H.
Rooderkerk, RP., van Heerde, HJ., & Bijmolt, THA. (2013). Optimizing retail assortments. Marketing Science. 32(5), 699-715
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Gijsenberg, MJ., Dekimpe, MG., & Steenkamp, JBEM. (2013). Price and advertising effectiveness over the business cycle. Journal of Marketing Research. 50(2), 177-193
[Journal article]Authored by: van Heerde, H.
Cleeren, K., Van Heerde, HJ., & Dekimpe, MG. (2013). Rising from the ashes: How brands and categories can overcome product-harm crises. Journal of Marketing. 77(2), 58-77
[Journal article]Authored by: van Heerde, H.
Rooderkerk, RP., Van Heerde, HJ., & Bijmolt, THA. (2011). Incorporating context effects into a choice model. Journal of Marketing Research. 48(4), 767-780
[Journal article]Authored by: van Heerde, H.
Ebbes, P., Papies, D., & van Heerde, HJ. (2011). The sense and non-sense of holdout sample validation in the presence of endogeneity. Marketing Science. 30(6), 1115-1122
[Journal article]Authored by: van Heerde, H.
van Oest, RD., van Heerde, HJ., & Dekimpe, MG. (2010). Return on roller coasters: A model to guide investments in theme park attractions. Marketing Science. 29(4), 721-737
[Journal article]Authored by: van Heerde, H.
Ataman, MB., Van Heerde, HJ., & Mela, CF. (2010). The long-term effect of marketing strategy on brand sales. Journal of Marketing Research. 47(5), 866-882
[Journal article]Authored by: van Heerde, H.
van Heerde, HJ., Srinivasan, S., & Dekimpe, MG. (2010). Estimating cannibalization rates for pioneering innovations. Marketing Science. 29(6), 1024-1039
[Journal article]Authored by: van Heerde, H.
Steenkamp, JBEM., Van Heerde, HJ., & Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research. 47(6), 1011-1024
[Journal article]Authored by: van Heerde, H.
Leeflang, PSH., Bijmolt, THA., van Doorn, J., Hanssens, DM., van Heerde, HJ., Verhoef, PC., . . . Wieringa, JE. (2009). Creating lift versus building the base: Current trends in marketing dynamics. International Journal of Research in Marketing. 26(1), 13-20
[Journal article]Authored by: van Heerde, H.
Neslin, SA., & Van Heerde, HJ. (2009). Promotion dynamics. Foundations and Trends in Marketing. 3(4), 177-268
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Gijsbrechts, E., & Pauwels, K. (2008). Winners and losers in a major price war. Journal of Marketing Research. 45(5), 499-518
[Journal article]Authored by: van Heerde, H.
Ataman, MB., Mela, CF., & Van Heerde, HJ. (2008). Building brands. Marketing Science. 27(6), 1036-1054
[Journal article]Authored by: van Heerde, H.
Van Heerde, H., Helsen, K., & Dekimpe, MG. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science. 26(2), 230-245
[Journal article]Authored by: van Heerde, H.
Ataman, MB., Mela, CF., & Van Heerde, HJ. (2007). Consumer packaged goods in France: National brands, regional chains, and local branding. Journal of Marketing Research. 44(1), 14-20
[Journal article]Authored by: van Heerde, H.
Leenheer, J., van Heerde, HJ., Bijmolt, THA., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing. 24(1), 31-47
[Journal article]Authored by: van Heerde, H.
van Heerde, HJ. (2005). Rejoiner for The proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects. Applied Stochastic Models In Business And Industry. 21(4-5), 407-408 Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/asmb.580/abstract
[Journal article]Authored by: van Heerde, H.
Paap, R., van Nierop, E., van Heerde, HJ., Wedel, M., Franses, PH., & Alsem, KJ. (2005). Consideration sets, intentions and the inclusion of "don't know" in a two-stage model for voter choice. International Journal of Forecasting. 21(1), 53-71
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Dekimpe, MG., & Putsis, WP. (2005). Marketing models and the lucas critique. Journal of Marketing Research. 42(1), 15-21
[Journal article]Authored by: van Heerde, H.
Bijmolt, THA., Van Heerde, HJ., & Pieters, RGM. (2005). New empirical generalizations on the determinants of price elasticity. Journal of Marketing Research. 42(2), 141-156
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ. (2005). The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects. Applied Stochastic Models in Business and Industry. 21(4-5), 407-408
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., & Bijmolt, THA. (2005). Decomposing the promotional revenue bump for loyalty program members versus nonmembers. Journal of Marketing Research. 42(4), 443-457
[Journal article]Authored by: van Heerde, H.
van Dijk, A., van Heerde, HJ., Leeflang, PSH., & Wittink, DR. (2004). Similarity-based spatial methods to estimate shelf space elasticities. Quantitative Marketing and Economics. 2(3), 257-277 Retrieved from http://link.springer.com/article/10.1023/B%3AQMEC.0000037079.73934.a2
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Mela, CF., & Manchanda, P. (2004). The dynamic effect of innovation on market structure. Journal of Marketing Research. 41(2), 166-183
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Leeflang, PSH., & Wittink, DR. (2004). Decomposing the sales promotion bump with store data. Marketing Science. 23(3)
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Gupta, S., & Wittink, DR. (2003). Is 75% of the Sales Promotion Bump Due to Brand Switching? No, only 33% Is. Journal of Marketing Research. 40(4), 481-491
[Journal article]Authored by: van Heerde, H.
van Heerde, HJ., Leeflang, PSH., & Wittink, DR. (2002). How promotions work: SCAN*PRO-based evolutionary model building. Schmalenbach Business Review. 54(July), 198-220 Retrieved from http://www.sbr-online.de/pdfarchive/einzelne_pdf/sbr_2002_july-198-220.pdf
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Leeflang, PSH., & Wittink, DR. (2001). Semiparametric analysis to estimate the deal effect curve. Journal of Marketing Research. 38(2), 197-215
[Journal article]Authored by: van Heerde, H.
Van Heerde, HJ., Leeflang, PSH., & Wittink, DR. (2000). The estimation of pre-and postpromotion dips with store-level scanner data. Journal of Marketing Research. 37(3), 383-395
[Journal article]Authored by: van Heerde, H.

Book

van Heerde, HJ., & Neslin, SA. (2017). Sales Promotion Models. In B. Wierenga, & R. Van der Lans (Eds.) Handbook of Marketing Decision Models. : Springer International Media
[Chapter]Authored by: van Heerde, H.
Papies, D., Ebbes, P., & van Heerde, HJ. (2017). Addressing Endogeneity in Marketing Models. In PSH. Leeflang, JE. Wierenga, THA. Bijmolt, & KH. Pauwels (Eds.) Advanced Methods for Modeling Markets.
[Chapter]Authored by: van Heerde, H.
van Heerde, HJ., & Neslin, SA. (2017). Sales promotion models. In International Series in Operations Research and Management Science. (pp. 13 - 77).
[Chapter]Authored by: van Heerde, H.
Ebbes, P., Papies, D., & van Heerde, HJ. (2016). Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.) Handbook of Market Research. : Springer International Publishing AG
[Chapter]Authored by: van Heerde, H.
van Heerde, HJ., & Neslin, SA. (2008). Sales promotion models. In International Series in Operations Research and Management Science. (pp. 107 - 162).
[Chapter]Authored by: van Heerde, H.

Thesis

van Heerde, H. (1999). Models for sales promotion effects based on store-level scanner data. (Doctoral Thesis, University of Groningen, Germany)
[Doctoral Thesis]Authored by: van Heerde, H.

Conference

Hewett, K., Rand, W., Rust, R., & van Heerde, HJ. (2016). Brand Buzz in the Echoverse. , Annual Frontier in Service Conference
[Conference Abstract]Authored by: van Heerde, H.
Danaher, PJ., & van Heerde, HJ. (2016). Delusion in Attribution: Caveats in Attributing Purchases to Multimedia Exposures. , Marketing Dynamics Conference
[Conference Abstract]Authored by: van Heerde, H.
van Heerde, HJ., Ailawadi, K., & Datta, H. (2016). Consumer-Based And Sales-Based Brand Equity: How Well Do They Align?. , Marketing Science Conference
[Conference Abstract]Authored by: van Heerde, H.
Hewett, K., Rand, W., Rust, R., & van Heerde, HJ. (2015). Brand Buzz in the Echoverse. , Marketing Dynamics Conference
[Conference Abstract]Authored by: van Heerde, H.
Anciaux, N., Bouganim, L., Van Heerde, H., Pucheral, P., & Apers, PMG.InstantDB: Enforcing timely degradation of sensitive data. Proceedings - International Conference on Data Engineering. (pp. 1373 - 1375). 1084-4627.
[Conference]Authored by: van Heerde, H.
Serdyukov, P., Feng, L., Van Bunningen, A., Evers, S., Van Heerde, H., Apers, P., . . . Hiemstra, D.The right expert at the right time and place: From expertise identification to expertise selection. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). (pp. 38 - 49). 0302-9743.
[Conference]Authored by: van Heerde, H.
Anciaux, N., Bouganim, L., Van Heerde, H., Pucheral, P., & Apers, PMG.Data degradation: Making private data less sensitive over time. International Conference on Information and Knowledge Management, Proceedings. (pp. 1401 - 1402).
[Conference]Authored by: van Heerde, H.
Van Heerde, H., Anciaux, N., Feng, L., & Apers, PMG.Balancing smartness and privacy for the ambient intelligence. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). (pp. 255 - 258). 0302-9743.
[Conference]Authored by: van Heerde, H.
Gijsenberg, MJ., van Heerde, HJ., & Verhoef, PC. (2014). Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Customer Satisfaction over Time. , Marketing Dynamics Conference
[Conference Abstract]Authored by: van Heerde, H.
Peers, Y., van Heerde, HJ., & Dekimpe, MG. (2014). How to Spend Marketing Budgets over the Business Cycle? The Case of International Tourism Marketing. , Marketing Science Conference
[Conference Abstract]Authored by: van Heerde, H.
Gijsenberg, MJ., van Heerde, HJ., & Verhoef, PC. (2014). Losses Loom Longer Than Gains: Modeling the Impact of Service Crises on Customer Satisfaction over Time. , Marketing Science Conference
[Conference Abstract]Authored by: van Heerde, H.
Gijsbrechts, E., Pauwels, K., & van Heerde, HJ.Conflict Journalism: Oil on the Fire? How Media Coverage of a Price War Impacts Retailers, Consumers and Investors.. . University of Auckland.
[Conference Paper]Authored by: van Heerde, H.
Peers, Y., Dekimpe, MG., & van Heerde, HJ. (2013). Tourism Marketing: Can it attenuate the impact of economic downturns?. , Marketing Dynamics Conference
[Conference Abstract]Authored by: van Heerde, H.
Dinner, I., van Heerde, HJ., & Neslin, SA. (2013). The Impact of Mobile App Usage on Consumer Purchase Behavior. , Marketing Science Conference
[Conference Abstract]Authored by: van Heerde, H.

Consultancy and Languages

Languages

  • English
    Last used: Daily
    Spoken ability: Excellent
    Written ability: Excellent
  • Dutch
    Last used: Daily
    Spoken ability: Excellent
    Written ability: Excellent

Supervision and Teaching

Summary of Doctoral Supervision

Position Current Completed
Supervisor 1 0

Courses Coordinated

Current Doctoral Supervision

Supervisor of:

  • Xing Chen - Doctor of Philosophy
    Analysing customer data for improved marketing decision making

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