Author

Maarten J. Gijsenberg

Observed names: Gijsenberg, Maarten, Gijsenberg, Maarten J, Gijsenberg, Maarten J., Gijsenberg, Maarten; id_orcid 0000-0001-7935-3180, M.J. Gijsenberg, Maarten Gijsenberg

Observed institution: University of Groningen

ORCID: 0000-0001-7935-3180

Observed ORCID: 0000-0001-7935-3180

OpenAlex ID: A5042646131

Price and Advertising Effectiveness over the Business Cycle

2013 · Harald J. Van Heerde, Maarten J. Gijsenberg, et al. · Journal of Marketing Research · 218

Digital platform openness: Drivers, dimensions and outcomes

2019 · T.L.J. Broekhuizen, O. Emrich, et al. · Journal of Business Research · 205

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Introduction to the special issue – Digital business models: A multi-disciplinary and multi-stakeholder perspective

2020 · T.L.J. Broekhuizen, M. Broekhuis, et al. · Journal of Business Research · 114

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Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time

2015 · Maarten J. Gijsenberg, Harald J. Van Heerde, et al. · Journal of Marketing Research · 91

Going for gold: Investigating the (non)sense of increased advertising around major sports events

2013 · Maarten J. Gijsenberg · International Journal of Research in Marketing · 47

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No future without the past? Predicting churn in the face of customer privacy

2016 · Niels Holtrop, Jaap E. Wieringa, et al. · International Journal of Research in Marketing · 44

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The cold-start problem in nascent AI strategy: Kickstarting data network effects

2023 · Arnd Vomberg, Nico Schauerte, et al. · Journal of Business Research · 35

Advertising spending patterns and competitor impact

2018 · Maarten J. Gijsenberg, Vincent R. Nijs · International Journal of Research in Marketing · 33

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Consistency and commonality in advertising content: Helping or Hurting?

2022 · Maren Becker, Maarten J. Gijsenberg · International Journal of Research in Marketing · 30

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Riding the Waves: Revealing the Impact of Intrayear Category Demand Cycles on Advertising and Pricing Effectiveness

2016 · Maarten J. Gijsenberg · Journal of Marketing Research · 19

2020 · Willem J. M. I. Verbeke, Maarten J. Gijsenberg, et al. · Frontiers in Psychology · 9

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Moving Forward: The Role of Marketing in Fostering Public Transport Usage

2019 · Maarten J. Gijsenberg, Peter C. Verhoef · Journal of Public Policy & Marketing · 9

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Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action

2014 · Maarten J. Gijsenberg · International Journal of Research in Marketing · 9

Understanding the Role of Adstock in Advertising Decisions

2012 · Maarten J. Gijsenberg, Harald J. van Heerde, et al. · SSRN Electronic Journal · 7

When Offline Stores Reduce Online Returns

2022 · Christian F. Hirche, Tammo H. A. Bijmolt, et al. · Sustainability · 5

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Promoting product returns? The impact of at-purchase and post-purchase discounts on customers’ return behavior

2025 · Maarten J. Gijsenberg, Tammo H.A. Bijmolt, et al. · Journal of Retailing · 4

Price and Advertising Effectiveness over the Business Cycle

2013 · van Heerde, Harald, Gijsenberg, Maarten, et al. · Carolina Digital Repository (University of North Carolina at Chapel Hill) · 3

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Advertising and Price Effectiveness Over the Business Cycle

2009 · Maarten J. Gijsenberg, Harald J. van Heerde, et al. · SSRN Electronic Journal · 3

Advertising sequence response dynamics and the impact of retail environments

2025 · Maarten J. Gijsenberg, Julien Schmitt, et al. · Journal of Retailing · 2

Understanding the Timing and Magnitude of Advertising Spending Patterns

2010 · Maarten J. Gijsenberg, Harald J. van Heerde, et al. · SSRN Electronic Journal · 2

Competitive reactions to personal selling : the difference between strategic and tactical actions

2016 · Niels Holtrop, Jakob Wieringa, et al. · University of Groningen research database (University of Groningen / Centre for Information Technology) · 1

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How Researchers’ Analytical Decisions Impact Brand Price Elasticity Estimates: Insights from A Many-Analyst Study

2026 · Oliver Koll, Hannes Datta, et al.

How Researchers’ Analytical Decisions Impact Brand Price Elasticity Estimates: Insights from A Many-Analyst Study

2026 · Oliver Koll, Hannes Datta, et al.

Perception of print fashion ads

2025 · Janneke Koster, Dominik Papies, et al. · Open Science Framework

Price and Advertising Effectiveness over the Business Cycle

2021 · Steenkamp, Jan Benedict E.M., Dekimpe, Marnik G., et al. · UNC Libraries

Works count: 53

Citation count: 890

H-index: 10

I10-index: 10