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

In his research, Harald uses econometric models to improve marketing decision making. His expertise include the measurement of advertising, price and sales promotion effects, loyalty programs, marketing mix strategies to build brands, and retail assortment optimization. He also studies the return on investment for theme parks and for tourism marketing.

Another line of 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 price and advertising.

Harald’s technical expertise includes econometric models, Bayesian methods, Dynamic Linear Models, time-varying parameter models, endogeneity correction and time series models.

 

Awards

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. 

Harald's papers were finalist for the Paul Green Award in 2001, 2005, 2006, 2009, 2012, and 2014; for the William O'Dell Award in 2005 and 2006; for the MSI/H. Paul Root best paper award in the Journal of Marketing in 2017, for the Marketing Science John.Little Award in 2009; for the Informs Frank Bass Award in 2005 and 2006 and for the IJRM best paper award in 2010.

 

Service

Harald van Heerde serves as an Associate Editor at Marketing Science and at the Journal of Marketing Research. He is an editorial board member at the Journal of Marketing and 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 the 2016 Best Paper Award of the International Journal of Research in Marketing. This award is for the best paper published in 2015 in this flagship journal of the European Marketing Academy (EMAC). - European Marketing Academy (EMAC) (2016)

Research Expertise

Research Interests

Harald van Heerde works on the following projects:

  1. “How to Spend Marketing Budgets over the Business Cycle? The Case of International Tourism Marketing” with Yuri Peers (Erasmus University) and Marnik G. Dekimpe (Tilburg University & Catholic University Leuven).
  2. “How Technology Affects the Cross-Format Consumption of Entertainment Goods: Analyzing the Demand Spiral between Recorded Music and Live Concerts” with Dominik Papies (University of Tübingen).
  3. “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?” with Kusum Ailawadi (Dartmouth College) and Hannes Datta (Tilburg University).
  4. “The Impact of Mobile App Usage on Consumer Purchase Behavior” with Isaac Dinner (UNC), Scott A. Neslin (Dartmouth College).
  5. “Delusion in Attribution: Caveats in Attributing Purchases to Multimedia Exposures” with Peter Danaher (Monash University).
  6. "Building and Leveraging Brand Equity: Evidence from 51 Years of German Professional Soccer," with Stefan Hattula (University of Stuttgart), Hauke Wetzel and Maik Hammerschmidt (University of Goettingen).

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

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 3

Research Outputs

Journal

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. 2017, 1-18
[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.
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. (2014). Robust optimization of the 0-1 knapsack problem: Balancing risk and return in assortment optimization. European Journal of Operational Research.
[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

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