Blar i BI Open på forfatter "Pauwels, Koen"
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Advertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categories
Valenti, Albert; Yildirim, Gokhan; Vanhuele, Marc; Srinivasan, Shuba; Pauwels, Koen (Peer reviewed; Journal article, 2022)Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of ... -
Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing
Valenti, Albert; Srinivasan, Shuba; Yildirim, Gokhan; Pauwels, Koen (Peer reviewed; Journal article, 2023)Multichannel retailers need to understand how to allocate marketing budgets to customer segments and online and offline sales channels. We propose an integrated methodological approach to assess how email and direct mail ... -
How CEO/CMO characteristics affect innovation and stock returns: findings and future directions
You, Ya; Srinivasan, Shuba; Pauwels, Koen; Joshi, Amit (Journal article; Peer reviewed, 2020)Investor stock market response has received a great deal of attention in the marketing literature. However, firms are not faceless corporations; individuals such as CEOs set their strategies. Upper echelon and strategic ... -
Informational Challenges in Omnichannel Marketing: Remedies and Future Research
Cui, Tony Haitao; Ghose, Anindya; Halaburda, Hanna; Iyengar, Raghuram; Pauwels, Koen; Sriram, S; Tucker, Catherine; Venkataraman, Sriraman (Journal article; Peer reviewed, 2021)Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel ... -
Promoting Data Richness in Consumer Research: How to Develop and Evaluate Articles with Multiple Data Sources
Blanchard, Simon J; Goldenberg, Jacob; Pauwels, Koen; Schweidel, David A. (Peer reviewed; Journal article, 2022)As stated in the mission of the Journal of Consumer Research (JCR) (2022) and a recent editorial (Schmitt et al. 2022), JCR is a multi-disciplinary journal where consumer research provides insights about consumers and ...