Mark Heitmann

University of Hamburg

Allende-Platz 1

Hamburg, 20146

Germany

SCHOLARLY PAPERS

3

DOWNLOADS

388

SSRN CITATIONS

0

CROSSREF CITATIONS

1

Scholarly Papers (3)

1.

The Power of Brand Selfies in Consumer-Generated Brand Images

Columbia Business School Research Paper Forthcoming
Number of pages: 58 Posted: 11 Apr 2019
University of Hamburg, University of Hamburg, University of Mannheim - Department of Marketing and Columbia Business School - Marketing
Downloads 383 (79,184)
Citation 2

Abstract:

Loading...

User-Generated Content, Social Media, Deep Learning, Natural Language Processing

2.

Accuracy of Sentiment Analysis: Methods Matter, Applications Too

Number of pages: 27 Posted: 05 Dec 2019
University of Hamburg, University of Hamburg, University of Hamburg and University of Mannheim - Department of Marketing
Downloads 5

Abstract:

Loading...

sentiment analysis, meta-analysis, natural language processing, lexicons, machine learning, transfer learning, language models

3.

Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Journal of Marketing, Vol. 76, No. 4, pp. 44-63
Posted: 12 Oct 2012
Mannheim Business School, University of Hamburg, Columbia Business School - Marketing and Dartmouth College - Tuck School of Business

Abstract:

Loading...

brand equity, marketing mix, return on marketing, marketing strategy, customer lifetime value

Other Papers (1)

Total Downloads: 13
1.

Employing Image Analysis for Predicting the Sense of Sameness

Number of pages: 39 Posted: 12 Dec 2013
K├╝hne Logistics University, University of Hamburg, University of Hamburg and University of Graz - Technology and Innovation Management
Downloads 13

Abstract:

Loading...

Product Design, Similarity, Perception, Cognition, Information Retrieval