View Author

Nijs, V.R.

( V.R. Nijs)


brand advertising effect promotion price reaction marketing price promotions price promotion cross-sale market attack elasticity category model research label defender retaliation impact response attacker effectiveness table marketing science intensity power consumer journal cross-sales effects action shock cross-sales elasticity persistence elasticitie behavior science brand equity marketing research franse series hanssen philip hans franses persistence modeling dekimpe period asymmetry equity advertising attacks quality advertiser performance management advertising shock neighborhood product study philip own-sale reaction behavior modeling result level variable cross-sales effect 0.000 estimate figure value report number consumer response business scanner data steenkamp moderator power asymmetry market power hanssens dm neighborhood effect




2 Most Recent Publications

Measuring Short- and Long-run Promotional Effectiveness on Scanner Data Using Persistence Modeling (Research Paper)
Dekimpe, M.G. Hanssens, D.M. Nijs, V.R. Steenkamp, J-B.E.M.
2003-11-27
Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion (Research Paper)
Steenkamp, J-B.E.M. Nijs, V.R. Hanssens, D.M. Dekimpe, M.G.
2002-03-06