Competence Areas
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Our current work in progress in “Branding and Innovation”
> Alden, Dana L. Jan-Benedict E.M. Steenkamp, and Rajeev Batra, “Tracing the Impact of Globalization: From Culture to Consumption,” Under review by International Journal of Research in Marketing (first revision).
> Geyskens, Inge, Jan-Benedict E.M. Steenkamp, and Harald van Heerde, “Consumers’ Willingness to Pay More for National Brands Than for Private Labels? Personal, Category, and Cultural Factors.”
> Steenkamp, Jan-Benedict E.M. and Inge Geyskens, “A Global Study into the Drivers of Brand Trust.”
> Gielens, Katrijn, Jan-Benedict E.M. Steenkamp, and Marnik Dekimpe, What Drives New Product Success? A Pan-European Study.
> Kumar, Nirmalya and Jan-Benedict E.M. Steenkamp, The Seven Myths of Private Labels: Can Manufacturer Brands and Store Brands Coexist? Book to be published by Harvard Business School Press, 2006.
> Ailawadi, Kusum, Koen Pauwels, and Jan-Benedict E.M. Steenkamp, “The Relationship Between Store Brand Use and Store Loyalty.”
> Steenkamp, Jan-Benedict E.M. and Inge Geyskens, “Drivers of Private Label Success: A Four-Continent Study.”
> Gijsbrechts, Els, Katrijn Gielens, and Inge Geyskens, “The Diversity of Private Labels.”
