Koen Pauwels

Northeastern University - D’Amore-McKim School of Business

360 Huntington Ave.

Boston, MA 02115

United States

SCHOLARLY PAPERS

6

DOWNLOADS

1,074

SSRN CITATIONS

0

CROSSREF CITATIONS

2

Scholarly Papers (6)

1.

Omnichannel Marketing: The Challenge of Data-Integrity

Northeastern U. D’Amore-McKim School of Business Research Paper No. 3460580, NYU Stern School of Business
Number of pages: 31 Posted: 09 Oct 2019
University of Minnesota - Twin Cities, New York University (NYU) - Leonard N. Stern School of Business, New York University (NYU) - Leonard N. Stern School of Business, University of Pennsylvania - Marketing Department, Northeastern University - D’Amore-McKim School of Business, The Stephen M. Ross School of Business at the University of Michigan, Massachusetts Institute of Technology (MIT) - Management Science (MS) and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 621 (55,286)
Citation 2

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2.

How Social Media Drove the 2016 US Presidential Election: A Longitudinal Topic and Platform Analysis

Number of pages: 98 Posted: 08 Sep 2020
Raoul Kübler, Koen Pauwels and Kai Manke
Westfälische Wilhelms-Universität Münster, Northeastern University - D’Amore-McKim School of Business and Westfälische Wilhelms-Universität Münster
Downloads 370 (103,199)
Citation 1

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politics, marketing, social media, time series, probabilistic polls, election

3.

The Asymmetric Effect of Warranty Payments on Firm Value: The Moderating Role of Advertising, R&D, and Industry Concentration

International Journal of Research in Marketing, Forthcoming
Number of pages: 78 Posted: 18 May 2021
Northeastern University - Marketing Area, Northeastern University - D’Amore-McKim School of Business, Bentley University - Department of AccountancyBentley University - Department of Accountancy and Boston University - Questrom School of Business
Downloads 41 (524,832)

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Product warranty, product quality, marketing signals, firm value, marketing-finance interface

4.

Should You Change Your Ad Messaging or Execution? It Depends on Brand Age

Number of pages: 32 Posted: 28 Aug 2021
Koen Pauwels, Bharat Sud, Robert Fisher and Kersi Antia
Northeastern University - D’Amore-McKim School of Business, University of Waterloo, University of Alberta - Department of Marketing, Business Economics & Law and University of Western Ontario - Richard Ivey School of Business
Downloads 25 (614,158)

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advertising, advertising messages and execution, brand management, Hausman- Taylor regression

5.

Reducing Cannibalization Due to Line Extensions: The Role of Brand Architecture, Product Positioning within the Portfolio

Number of pages: 34 Posted: 09 Aug 2021
Burcu Sezen, Koen Pauwels and Berk Ataman
Universidad de los Andes, Colombia - School of Management, Northeastern University - D’Amore-McKim School of Business and Koç University - Graduate School of Business
Downloads 17 (670,646)

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brand architecture; brand portfolio; cannibalization; line extensions; seemingly unrelated regression; product positioning

6.

Do Mobile Payment Apps Influence Consumer Purchase Behaviors? Evidence from a Natural Experiment

Posted: 18 Feb 2020
Steven Qiang Lu and Koen Pauwels
University of Sydney Business School and Northeastern University - D’Amore-McKim School of Business

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Mobile Payment; Mobile Apps; Consumer Purchase Behavior; Convenience; Randomized Field Experiment; Natural Experiment