Competence Areas
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Our published work in “Branding & Innovation”
> Steenkamp, Jan-Benedict E.M. and Hans Baumgartner (1992), “The Role of Optimum Stimulation Level in Exploratory Consumer Behavior,” Journal of Consumer Research, 19 (December), 434-448.
> Baumgartner, Hans and Jan-Benedict E.M. Steenkamp (1994), “An Investigation into the Construct Validity of the Arousal Seeking Tendency Scale, Version II,” Educational and Psychological Measurement, 54 (Winter), 993-1001.
> Steenkamp, Jan-Benedict E.M. and Hans Baumgartner (1995), “Development and Cross-Cultural Validation of a Short Form of CSI as a Measure of Optimum Stimulation Level,” International Journal of Research in Marketing, 12 (2), 97-104. [lead article]
>Baumgartner, Hans and Jan-Benedict E.M. Steenkamp (1996), “Exploratory Consumer Buying Behavior: Conceptualization and Measurement,” International Journal of Research in Marketing, 13 (2), 121-137.
> Steenkamp, Jan-Benedict E.M., Frenkel ter Hofstede and Michel Wedel (1999), “A Cross-National Investigation into the Individual and National-Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 63 (April), 55-69.
> Steenkamp, Jan-Benedict E.M. and Steven M. Burgess (2002), “Optimum Stimulation Level and Exploratory Consumer Behavior in an Emerging Consumer Market,” International Journal of Research in Marketing, 19 (2), 131-150.
> Steenkamp, Jan-Benedict E.M. and Katrijn Gielens (2003), “Consumer and Market Drivers of the Trial Rate of New Consumer Products,” Journal of Consumer Research, 30 (December), 368-384.
> Alden, Dana L., Jan-Benedict E.M. Steenkamp and Rajeev Batra (1999), “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture,” Journal of Marketing, 63 (January), 75-87.
> Steenkamp, Jan-Benedict E.M., Hans Baumgartner, and Elise Van der Wulp (1996), “Arousal Potential, Arousal, Stimulus Attractiveness, and the Moderating Role of Need for Stimulation,” International Journal of Research in Marketing, 13 (4), 319-329.
> Dekimpe, Marnik G., Jan-Benedict E.M. Steenkamp, Martin Mellens and Piet Vanden Abeele (1997), “Decline and Variability in Brand Loyalty,” International Journal of Research in Marketing, 14 (5), 405-420. [lead article] [winner of the 1997 IJRM Best Article Award]
> Erdem, Tulin, Joffre Swait, Susan Broniarczyk, Dipankar Chakravarti, Jean-Noel Kapferer, Michael Keane, John Roberts, Jan-Benedict E.M. Steenkamp, and Florian Zettelmeyer (1999), “Brand Equity, Consumer Learning, and Choice,” Marketing Letters, 10 (3), 301-318.
> Batra, Rajeev, Venkatraman Ramaswamy, Dana Alden, Jan-Benedict E.M. Steenkamp and S. Ramachander (2000), “Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing Countries,” Journal of Consumer Psychology, 9 (April), 83-95.
> Steenkamp, Jan-Benedict E.M., Rajeev Batra, and Dana Alden (2003), “How Perceived Brand Globalness Creates Brand Value.” Journal of International Business Studies, 34 (1), 53-65.
> Steenkamp, Jan-Benedict E.M. (2005), “Moving Out of the U.S. Silo: A Call to Arms for Conducting International Marketing Research,” Journal of Marketing, 69 (October), 6-8.
> Van Heerde, Harald J., Carl F. Mela, and Puneet Manchanda (2004), “The Dynamic Effect of Innovation on Market Structure,” Journal of Marketing Research, 41 (2), 166-183. [Finalist for best paper (Paul E. Green) award]
> Steenkamp, Jan-Benedict E.M. and Marnik G. Dekimpe (1997), “The Increasing Power of Store Brands: Building Loyalty and Market Share,” Long Range Planning, 30 (6), 917-930.
> Pauwels, Koen and S. Srinivasan (2004), “Who benefits from store brand entry?” Marketing Science, 23 (3), Summer, 364-390, 2004.
