What is he best known for?
The fields of study he is best known for:
- Marketing
- Statistics
- Advertising
His scientific interests lie mostly in Marketing, Advertising, Sales promotion, Econometrics and Brand equity.
His Marketing mix, Return on marketing investment and Marketing mix modeling study, which is part of a larger body of work in Marketing, is frequently linked to Discounting and Term effect, bridging the gap between disciplines.
Harald J. van Heerde combines subjects such as Quality and Price premium, Willingness to pay with his study of Advertising.
His study in Sales promotion intersects with areas of studies such as Data modeling, Visual inspection, Scanner, Scanner panel data and Estimation.
His Econometrics study combines topics in areas such as Parametric statistics and Curse of dimensionality.
His Brand equity study incorporates themes from Variety and Competitor analysis.
His most cited work include:
- Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members (287 citations)
- New Empirical Generalizations on the Determinants of Price Elasticity (274 citations)
- The Impact of a Product-Harm Crisis on Marketing Effectiveness (230 citations)
What are the main themes of his work throughout his whole career to date?
His primary scientific interests are in Marketing, Advertising, Econometrics, Endogeneity and Sales promotion.
By researching both Marketing and Harm, he produces research that crosses academic boundaries.
When carried out as part of a general Advertising research project, his work on Marketing mix modeling is frequently linked to work in Online and offline, Business cycle, Music industry and Customer engagement, therefore connecting diverse disciplines of study.
In general Econometrics, his work in Nonparametric regression is often linked to Estimation and Parametric equation linking many areas of study.
His Endogeneity study also includes fields such as
- Instrumental variable which connect with Regression,
- Panel data, which have a strong connection to Order and Customer retention.
His biological study spans a wide range of topics, including Customer base and Equity.
He most often published in these fields:
- Marketing (55.81%)
- Advertising (29.07%)
- Econometrics (15.12%)
What were the highlights of his more recent work (between 2015-2021)?
- Marketing (55.81%)
- Advertising (29.07%)
- Brand equity (6.98%)
In recent papers he was focusing on the following fields of study:
His main research concerns Marketing, Advertising, Brand equity, Value and Marketing research.
Harald J. van Heerde studies Return on marketing investment which is a part of Marketing.
His work on Advertising is being expanded to include thematically relevant topics such as Quality.
His Brand equity research is multidisciplinary, relying on both Brand management and Marketing mix.
His work in the fields of Marketing mix, such as Marketing mix modeling, overlaps with other areas such as Performance risk and Equity.
His Marketing research research includes themes of Customer base, Competitor analysis and Equity.
Between 2015 and 2021, his most popular works were:
- Brand Buzz in the Echoverse (160 citations)
- How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? (89 citations)
- Addressing Endogeneity in Marketing Models (67 citations)
In his most recent research, the most cited papers focused on:
- Marketing
- Statistics
- Advertising
The scientist’s investigation covers issues in Marketing, Advertising, Harm, Equity and Competitor analysis.
Harald J. van Heerde performs integrative Marketing and Selection research in his work.
Advertising is closely attributed to Purchasing in his research.
Harm is connected with Customer base, Marketing research and Reputation in his research.
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