Harald J. van Heerde

University of Waikato. Management School

Hamilton

New Zealand

SCHOLARLY PAPERS

4

DOWNLOADS
Rank 40,952

SSRN RANKINGS

Top 40,952

in Total Papers Downloads

1,390

SSRN CITATIONS
Rank 35,174

SSRN RANKINGS

Top 35,174

in Total Papers Citations

9

CROSSREF CITATIONS

14

Scholarly Papers (4)

1.

Understanding the Role of Adstock in Advertising Decisions

Number of pages: 50 Posted: 30 May 2012
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and Northwestern University - Department of Marketing
Downloads 464 (76,238)
Citation 2

Abstract:

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econometrics, Bayesian estimation, time series, advertising

Advertising and Price Effectiveness over the Business Cycle

Number of pages: 37 Posted: 20 Jan 2010
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 272 (137,714)
Citation 5

Abstract:

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Advertising, Price, Effectiveness, Business Cycle, time-series econometrics, Bayesian inference

Advertising and Price Effectiveness Over the Business Cycle

Number of pages: 37 Posted: 31 Aug 2009
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 187 (197,854)

Abstract:

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Advertising, Price, Effectiveness, Business Cycle, time-series econometrics, Bayesian inference

3.

The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity

Marketing Science, Vol. 30, No. 6, pp. 1115-1122, November-December 2011
Number of pages: 42 Posted: 07 Jul 2010 Last Revised: 16 Apr 2013
Peter Ebbes, Dominik Papies and Harald J. van Heerde
HEC Paris - Marketing, University of Tuebingen - Faculty of Economics and Social Sciences and University of Waikato. Management School
Downloads 234 (160,624)
Citation 1

Abstract:

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Instrumental Variables, Holdout Sample Validation, Endogeneity

Understanding the Timing and Magnitude of Advertising Spending Patterns

Number of pages: 66 Posted: 20 Jan 2010
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics, University of North Carolina (UNC) at Chapel Hill - Marketing Area and Northwestern University - Department of Marketing
Downloads 135 (260,710)

Abstract:

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Advertising, timing, competition, Tobit-II, Bayesian inference

Understanding the Timing and Magnitude of Advertising Spending Patterns

Number of pages: 66 Posted: 20 Sep 2009
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics, University of North Carolina (UNC) at Chapel Hill - Marketing Area and Northwestern University - Department of Marketing
Downloads 98 (328,134)

Abstract:

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Advertising, timing, competition, Tobit-II, Bayesian inference