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Maarten J. Gijsenberg
Maarten J. Gijsenberg
Full Professor of Marketing Dynamics - University of Groningen - Faculty of Economics and Business
Verified email at rug.nl - Homepage
Title
Cited by
Cited by
Year
Price and advertising effectiveness over the business cycle
HJ Van Heerde, MJ Gijsenberg, MG Dekimpe, JBEM Steenkamp
Journal of Marketing Research 50 (2), 177-193, 2013
2322013
Digital platform openness: Drivers, dimensions and outcomes
TLJ Broekhuizen, O Emrich, MJ Gijsenberg, M Broekhuis, B Donkers, ...
Journal of Business Research 122, 902-914, 2021
1572021
Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time
MJ Gijsenberg, HJ Van Heerde, PC Verhoef
Journal of Marketing Research 52 (5), 642-656, 2015
1152015
Introduction to the special issue–Digital business models: A multi-disciplinary and multi-stakeholder perspective
TLJ Broekhuizen, M Broekhuis, MJ Gijsenberg, JE Wieringa
Journal of Business Research 122, 847-852, 2021
712021
Going for gold: Investigating the (non) sense of increased advertising around major sports events
MJ Gijsenberg
International Journal of Research in Marketing 31 (1), 2-15, 2014
712014
No future without the past? Predicting churn in the face of customer privacy
N Holtrop, JE Wieringa, MJ Gijsenberg, PC Verhoef
International Journal of Research in Marketing 34 (1), 154-172, 2017
572017
Advertising spending patterns and competitor impact
MJ Gijsenberg, VR Nijs
International Journal of Research in Marketing 36 (2), 232-250, 2019
292019
Riding the waves: Revealing the impact of intrayear category demand cycles on advertising and pricing effectiveness
MJ Gijsenberg
Journal of Marketing Research 54 (2), 171-186, 2017
192017
Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action
MJ Gijsenberg
International journal of research in marketing 31 (1), 30-32, 2014
182014
Moving forward: The role of marketing in fostering public transport usage
MJ Gijsenberg, PC Verhoef
Journal of Public Policy & Marketing 38 (3), 354-371, 2019
152019
Advertising and price effectiveness over the business cycle
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp
Available at SSRN 1531150, 2009
152009
Understanding the role of adstock in advertising decisions
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, VR Nijs
Available at SSRN 1905426, 2011
122011
Price and advertising effectiveness over the business cycle
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp
unveröffentlichtes Arbeitspapier, 2010
102010
Consistency and commonality in advertising content: Helping or Hurting?
M Becker, MJ Gijsenberg
International Journal of Research in Marketing 40 (1), 128-145, 2023
82023
Highly recommended? How relation-specific attachment styles bias customers willingness to recommend
WJMI Verbeke, MJ Gijsenberg, LME Hendriks, JT Bouma, LH Teunter
Frontiers in Psychology 11, 1311, 2020
72020
Understanding the timing and magnitude of advertising spending patterns
MJ Gijsenberg, HJ van Heerde, MG Dekimpe, JBEM Steenkamp, VR Nijs
Available at SSRN 1538262, 2009
42009
When offline stores reduce online returns
CF Hirche, THA Bijmolt, MJ Gijsenberg
Sustainability 14 (13), 7829, 2022
32022
Competitive reactions to personal selling: the difference between strategic and tactical actions
N Holtrop, JE Wieringa, MJ Gijsenberg, P Stern
32016
Timing is money
M Gijsenberg
Emac Chronicle 4 (2), 13-14, 2009
12009
From First Impressions to Lasting Influence: Advertising Sequence Response Dynamics in Retail Environments
MJ Gijsenberg, J Schmitt, J Wieringa, S Srinivasan
Available at SSRN 4694203, 2024
2024
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