Ralf van der Lans

Hong Kong University of Science & Technology (HKUST) - Department of Marketing

Associate Professor of Marketing

Department of Marketing

Clear Water Bay, Kowloon

Hong Kong

SCHOLARLY PAPERS

3

DOWNLOADS
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Top 43,852

in Total Papers Downloads

932

CITATIONS

4

Scholarly Papers (3)

1.

Brand Search Benefits of Online Advertising: An Eye-Tracking Experiment

Robert H. Smith School Research Paper No. RHS 2460284
Number of pages: 30 Posted: 30 Jun 2014
Ralf van der Lans, Michel Wedel and F. G. M. (Rik) Pieters
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, University of Maryland - Robert H. Smith School of Business and Tilburg University, CentER
Downloads 443 (63,517)
Citation 2

Abstract:

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Online Brand search, short-term advertising effects, eye tracking, Markov Switching model

2.

A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth

ERIM Report Series Reference No. ERS-2009-029-MKT
Number of pages: 68 Posted: 08 Jun 2009
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), University of Pennsylvania - Marketing Department and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 360 (81,188)
Citation 8

Abstract:

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branching processes, Markov processes, forecasting, online marketing, viral marketing, word of mouth

3.

Cross-National Logo Evaluation Analysis: An Individual Level Approach

ERIM Report Series Reference No. ERS-2008-055-MKT
Number of pages: 59 Posted: 10 Sep 2008
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Washington State University - Department of Marketing, University of Iowa - Henry B. Tippie College of Business, National University of Singapore (NUS) - NUS Business School, Erasmus Research Institute of Management (ERIM), affiliation not provided to SSRN, affiliation not provided to SSRN, Cardiff University - Cardiff Business School, Cardiff University - Cardiff Business School, Indiana University - Kelley School of Business - Department of Marketing, Indian Institute of Management (IIM), Lucknow, Curtin University - School of Marketing and affiliation not provided to SSRN
Downloads 129 (217,978)

Abstract:

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design, logos, international marketing, standardization, adaptation, structural equation models, Gibbs sampling, concomitant variable, Bayesian, mixture models