Work with Koen Pauwels | NotedSource
Northeastern University
https://cv.notedsource.io/me/5QR9X8YJ
Koen Pauwels
Northeastern University
Research Expertise
marketing
metrics
retail media
long term
price
Legacy Map
Full ViewPublications
Effects of Word-of-Mouth versus
Traditional Marketing: Findings from an
Internet Social Networking Site
Journal of Marketing
2009
Social Media Metrics — A Framework and
Guidelines for Managing Social Media
Journal of Interactive Marketing
2013
New Products, Sales Promotions, and Firm
Value: The Case of the Automobile Industry
Journal of Marketing
2004
Private-Label Use and Store Loyalty
Journal of Marketing
2008
The Long-Term Effects of Price Promotions
on Category Incidence, Brand Choice, and
Purchase Quantity
Journal of Marketing Research
2002
Product Innovations, Advertising, and
Stock Returns
Journal of Marketing
2009
Who Benefits from Store Brand Entry?
Marketing Science
2004
Dashboards as a Service
Journal of Service Research
2009
Building With Bricks and Mortar: The
Revenue Impact of Opening Physical Stores
in a Multichannel Environment
Journal of Retailing
2015
Do Promotions Benefit Manufacturers,
Retailers, or Both?
Management Science
2004
Moving from Free to Fee: How Online Firms
Market to Change Their Business Model
Successfully
Journal of Marketing
2008
Improving Consumer Mindset Metrics and
Shareholder Value through Social Media:
The Different Roles of Owned and Earned
Media
Journal of Marketing
2018
Demonstrating the Value of Marketing
Journal of Marketing
2016
Mind-Set Metrics in Market Response
Models: An Integrative Approach
Journal of Marketing Research
2010
Does Online Information Drive Offline
Revenues?
Journal of Retailing
2011
Paths to and off purchase: quantifying the
impact of traditional marketing and online
consumer activity
Journal of the Academy of Marketing
Science
2015
What is Special about Marketing Organic
Products? How Organic Assortment, Price,
and Promotions Drive Retailer Performance
Journal of Marketing
2013
Practice Prize Paper—Marketing's
Profit Impact: Quantifying Online and
Off-line Funnel Progression
Marketing Science
2011
The Impact of Brand Equity and Innovation
on the Long-Term Effectiveness of
Promotions
Journal of Marketing Research
2008
The effectiveness of different forms of
online advertising for purchase conversion
in a multiple-channel attribution
framework
International Journal of Research in
Marketing
2016
Do display ads influence search?
Attribution and dynamics in online
advertising
International Journal of Research in
Marketing
2016
Winners and Losers in a Major Price War
Journal of Marketing Research
2008
Informational Challenges in Omnichannel
Marketing: Remedies and Future Research
Journal of Marketing
2020
Retailer Pricing and Competitive Effects
Journal of Retailing
2009
How Dynamic Consumer Response, Competitor
Response, Company Support, and Company
Inertia Shape Long-Term Marketing
Effectiveness
Marketing Science
2004
Like the ad or the brand? Marketing
stimulates different electronic
word-of-mouth content to drive online and
offline performance
International Journal of Research in
Marketing
2016
Retail-Price Drivers and Retailer Profits
Marketing Science
2007
Consumer Attitude Metrics for Guiding
Marketing Mix Decisions
Marketing Science
2014
When Do Price Thresholds Matter in Retail
Categories?
Marketing Science
2007
Performance Regimes and Marketing Policy
Shifts
Marketing Science
2007
Social Media's Impact on the Consumer
Mindset: When to Use Which Sentiment
Extraction Tool?
Journal of Interactive Marketing
2020
App Popularity: Where in the World are
Consumers Most Sensitive to Price and User
Ratings?
Journal of Marketing
2018
How retailer and competitor decisions
drive the long-term effectiveness of
manufacturer promotions for fast moving
consumer goods
Journal of Retailing
2007
Modeling Marketing Dynamics by Time Series
Econometrics
Marketing Letters
2004
How CEO/CMO characteristics affect
innovation and stock returns: findings and
future directions
Journal of the Academy of Marketing
Science
2020
Battle of the Brand Fans: Impact of Brand
Attack and Defense on Social Media
Journal of Interactive Marketing
2018
The Impact of Adding Online-to-Offline
Service Platform Channels on Firms'
Offline and Total Sales and Profits
Journal of Interactive Marketing
2019
The impact of brand familiarity on online
and offline media synergy
International Journal of Research in
Marketing
2016
No Comment?! The Drivers of Reactions to
Online Posts in Professional Groups
Journal of Interactive Marketing
2016
Internet marketing the news: Leveraging
brand equity from marketplace to
marketspace
Journal of Brand Management
2001
Winning hearts, minds and sales: How
marketing communication enters the
purchase process in emerging and mature
markets
International Journal of Research in
Marketing
2013
Modeling Markets
International Series in Quantitative
Marketing
2015
Demand-Based Pricing versus Past-Price
Dependence: A Cost–Benefit Analysis
Journal of Marketing
2008
Enduring Attitudes and Contextual
Interest: When and Why Attitude Surveys
Still Matter in the Online Consumer
Decision Journey
Journal of Interactive Marketing
2020
Social Media and Customer-Based Brand
Equity: An Empirical Investigation in
Retail Industry
Administrative Sciences
2018
The Hare and the Tortoise: Do Earlier
Adopters of Online Channels Purchase More?
Journal of Retailing
2015
How Online Consumer Segments Differ in
Long-term Marketing Effectiveness
Journal of Interactive Marketing
2014
Fanning the Flames? how Media Coverage of
a Price War Affects Retailers, Consumers,
and Investors
Journal of Marketing Research
2015
The formation, evolution and replacement
of price–quality relationships
Journal of the Academy of Marketing
Science
2014
Advanced Methods for Modeling Markets
(AMMM)
International Series in Quantitative
Marketing
2017
It’s not the size of the data — It’s how
you use it
Journal of Direct, Data and Digital
Marketing Practice
2014
Combining big data and lean startup
methods for business model evolution
AMS Review
2017
Do you Want to Be my “friend”? MONETARY
VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE
COMMUNITIES
GfK Marketing Intelligence Review
2010
The Long-Term Impact of New-Product
Introductions and Promotions on Financial
Performance and Firm Value
SSRN Electronic Journal
2003
A marketing perspective on business models
AMS Review
2017
Metrics That Matter
Journal of Advertising Research
2009
Truly Accountable Marketing: The Right
Metrics for the Right Results
GfK Marketing Intelligence Review
2015
Pricing of National Brands Versus Store
Brands: Market Power Components, Findings
and Research Opportunities
Handbook of Pricing Research in
Marketing
2009
How to Go Digital
Unknown Venue
2018
Pricing Best Sellers and Traffic
Generators: The Role of Asymmetric
Cross-selling
Journal of Interactive Marketing
2018
The importance of customer satisfaction in
explaining brand and dealer loyalty
Journal of Marketing Management
1992
Assessing Consequences of Component
Sharing across Brands in the Vertical
Product Line in the Automotive Market
Journal of Product Innovation
Management
2012
Challenges in Measuring Return on
Marketing Investment
Review of Marketing Research
2017
Promoting Data Richness in Consumer
Research: How to Develop and Evaluate
Articles with Multiple Data Sources
Journal of Consumer Research
2022
Consumers’ Attitudes and Purchases in
Online Versus Offline Grocery Shopping
Advances in National Brand and Private
Label Marketing
2022
The asymmetric effect of warranty payments
on firm value: The moderating role of
advertising, R&D, and industry
concentration
International Journal of Research in
Marketing
2021
Dynamic pricing: Definition, implications
for managers, and future research
directions
Journal of Retailing
2023
Why and when to launch new products during
a recession: An empirical investigation of
the U.K. FMCG industry and the U.S.
automobile industry
Journal of the Academy of Marketing
Science
2023
Modern (Multiple) Time Series Models: The
Dynamic System
International Series in Quantitative
Marketing
2017
Modeling Dynamic Relations Among Marketing
and Performance Metrics
Foundations and Trends® in
Marketing
2018
Articulating Your Future (or What Does the
Business Have To Do To Enable You To
Achieve What You Want?)
Growing your Business
2008
How Social Media Drove the 2016 US
Presidential Election: A Longitudinal
Topic and Platform Analysis
SSRN Electronic Journal
2020
A broader view on brands’ growth and
decline
International Journal of Market
Research
2019
Nike, Inc.: Believing in Colin Kaepernick,
Sacrificing Brand Image?
Unknown Venue
2019
The Category-Demand Effects of Price
Promotions
Marketing Science
2001
Direct mail to prospects and email to
current customers? Modeling and
field-testing multichannel marketing
Journal of the Academy of Marketing
Science
2023
Multiple Time Series Analysis for
organizational research
Long Range Planning
2022
Selecting Predictive Metrics for Marketing
Dashboards - An Analytical Approach
Journal of Marketing Behavior
2016
Effects of Word-of-Mouth versus
Traditional Marketing: Findings from an
Internet Social Networking Site
SSRN Electronic Journal
2008
The Reciprocal Relationship between
Private Label Use and Store Loyalty
SSRN Electronic Journal
2007
UK Business Investment: Long-Run
Elasticities and Short-Run Dynamics
SSRN Electronic Journal
2003
Fuzing for Global Interoperability
Unknown Venue
2001
Models That Matter: How Quantitative
Marketing Research Can Impact Public
Policy
Journal of Public Policy &
Marketing
2022
Frontline Cyborgs at Your Service: How
Human Enhancement Technologies Affect
Customer Experiences in Retail, Sales, and
Service Settings
Journal of Interactive Marketing
2020
Building Models for Markets
Modeling Markets
2014
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