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Recent publications

  1. The dark side of innovation: How new SKUs affect brand choice in the …

    van Ewijk, B., Gijsbrechts, E., & Steenkamp, J. E. B. M. (2022). The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning. International Journal of Research in Marketing.
  2. What drives brands’ price response metrics? An empirical examination …

    van Ewijk, B., Gijsbrechts, E., & Steenkamp, J. E. B. M. (2022). What drives brands’ price response metrics? An empirical examination of the Chinese packaged goods industry. International Journal of Research in Marketing, 39(1), 288-312.
  3. How push messaging impacts consumer spending and reward redemption in…

    Bies, S., Bronnenberg, B. J. J. A. M., & Gijsbrechts, E. (2021). How push messaging impacts consumer spending and reward redemption in store-loyalty programs. International Journal of Research in Marketing, 38(4), 877-899.
  4. Navigating the last mile - The demand effects of click-and-collect or…

    Gielens, K. J. P., Gijsbrechts, E., & Geyskens, I. (2021). Navigating the last mile: The demand effects of click-and-collect order fulfillment. Journal of Marketing, 85(4), 158-178.
  5. Online display advertising for CPG brands - (When) does it work?

    van Ewijk, B., Stubbe, A., Gijsbrechts, E., & Dekimpe, M. (2021). Online display advertising for CPG brands: (When) does it work? International Journal of Research in Marketing, 38(2), 271-289.

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