Adstock plays a central role in advertising research. Adstock, or goodwill, is the cumulative value of a brand's advertising at a given point in time. A critical assumption in many advertising models is that managers take Adstock into account when making their advertising decisions. However,...

Evaluating channel performance is crucial for actively managing multiple sales channels, and requires understanding the customers' channel preferences. Two key components of channel performance are (i) the existing customers' intrinsic loyalty to a particular channel and (ii) the channel's...

Rede in verkorte vorm uitgesproken bij de openbare aanvaarding van het ambt van hoogleraar Bedrijfskunde, in het bijzonder Marketing Models aan de Faculteit Bedrijfskunde van de Erasmus Universiteit Rotterdam op 7 maart 2003

U.S. firms are not required to report the values of internally-developed brands on their balance sheets. This paper tests whether brand value estimates provided by an external organism, i.e., the consultancy firm Interbrand, are value relevant. Unlike prior value relevance studies we use an...

Product-harm crises are among a firm s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firmamp;apos's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis....

Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over the last few years, market shares per week. Time-series data can be summarized in time-series models. In this chapter we review a few of these, focusing in particular on domains...

The Lucas critique has been largely ignored in the marketing literature. We present a number of conditions under which the critique is most likely to (also) apply in marketing settings. Next, we provide some perspectives on how to diagnose and accommodate the Lucas critique, and identify various...

Probability models for duration have been applied to a wide range of individual-level and organizational phenomena. Interestingly, seemingly similar models may produce different results. Using divorce as an illustration, we discuss a hierarchy of duration models of different complexity and show...