Dr. B.J. (Bernadette) van Ewijk
- Plantage Muidergracht 12
- Room number: 2.42
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Postbus 15953
1001 NL Amsterdam
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Profile
Bernadette J. van Ewijk joined the marketing department of University of Amsterdam Business School in 2018. She graduated from Tilburg University with a Research Master in Marketing in 2010. From 2010 to 2017 she held different positions at AiMark, a non-profit cooperation between the academic and business world. In 2018 she obtained her Ph.D. at Tilburg University with her dissertation entitled “Purchase Behavior of Consumers in Emerging Markets”. She currently works as Associate Professor and teaches research courses to bachelor and master students in the BSc Business analytics program and the MSc Data Science and Business Analytics program respectively. Her research focuses on the effectiveness of marketing-mix strategies (e.g., pricing, advertising, and innovation) for (CPG) brands, operating in different channels (e.g., online vs. offline) and countries (e.g., emerging vs. developed markets). In both her research and teaching, her aim is to analyze data using the appropriate techniques, and to communicate the implications clearly to managers.
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Teaching
- Marketing Analytics (BSc Business Analytics)
- Advanced Marketing Analytics (MSc Data Science and Business Analytics)
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Awards and Honours
- Winner Robert D. Buzzell MSI Best Paper Award 2015
- Winner ISMS Doctoral Dissertation Proposal Competition 2016
- Finalist IJRM best paper award 2021
- Finalist IJRM best paper award 2022
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Working papers (selection)
- Disentangling Spending and Content Wearout in Advertising for CPG Brands: Magnitude and Antecedents (with Els Gijsbrechts and Marnik Dekimpe)
- Tracking Brand Equity over Time, Categories, and Countries (with Harald van Heerde, Marnik Dekimpe, and Jan-Benedict Steenkamp)
- The Impact of Product Strategies on Market Share and the Moderating Role of Country Characteristics (with Harald van Heerde, Marnik Dekimpe, and Jan-Benedict Steenkamp)
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Publications
2022
van Ewijk, B. J., Gijsbrechts, E., & Steenkamp, J-BEM. (2022). The Dark Side of Innovation: How New SKUs Affect Brand Choice in the Presence of Consumer Uncertainty and Learning. International Journal of Research in Marketing, 39(4), 967-987. Advance online publication. https://doi.org/10.1016/j.ijresmar.2022.01.002 [details]- van Ewijk, B. J., Gijsbrechts, E., & Steenkamp, J-BEM. (2022). What Drives Brands’ Price Response Metrics? An Empirical Examination of the Chinese Packaged Goods Industry. International Journal of Research in Marketing, 39(1), 288-312. Advance online publication. https://doi.org/10.1016/j.ijresmar.2021.10.005 [details]
2021
- van Ewijk, B. J., Stubbe, A., Gijsbrechts, E., & Dekimpe, M. G. (2021). Online display advertising for CPG brands: (When) does it work? International Journal of Research in Marketing, 38(2), 271-289. Advance online publication. https://doi.org/10.1016/j.ijresmar.2020.08.004 [details]
2020
- Pauwels, K., & van Ewijk, B. (2020). Enduring Attitudes and Contextual Interest: When and Why Attitude Surveys Still Matter in the Online Consumer Decision Journey. Journal of Interactive Marketing, 52, 20-34. Advance online publication. https://doi.org/10.1016/j.intmar.2020.03.004 [details]
- van Ewijk, B. J., Steenkamp, J-BE. M., & Gijsbrechts, E. (2020). The Rise of Online Grocery Shopping in China: Which Brands Will Benefit? Journal of International Marketing, 28(2), 20-39. Advance online publication. https://doi.org/10.1177/1069031X20914265 [details]
Prize / grant
- van Ewijk, B. (2017). ISMS Doctoral Dissertation Proposal Competition.
- van Ewijk, B. (2015). Robert D. Buzzell MSI Best Paper Award 2015. https://www.msi.org/article/msi-best-paper-do-online-behavior-tracking-or-attitude-survey-metrics-drive/
2023
- van Ewijk, B. J., Gijsbrechts, E. & Steenkamp, J.-B. E. M. (26-1-2023). Van Ewijk Gijsbrechts Steenkamp 2022. Universiteit van Amsterdam. https://doi.org/10.21942/uva.21436608.v1
2021
- Van Ewijk, B., Gijsbrechts, E. & Steenkamp, J.-B. E. M. (2021). CPG Chinese Household Panel Data 2011-2016. DataverseNL. https://doi.org/10.34894/7xvjmt
- Van Ewijk, B., Stubbe, A., Gijsbrechts, E. & Dekimpe, M. (2021). Advertising and sales data for CPG brands, consumer panel data, The Netherlands, 2011-2015. DataverseNL. https://doi.org/10.34894/1ubp0l
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Ancillary activities
- No ancillary activities
van Ewijk, B. J., Gijsbrechts, E., & Steenkamp, J-BEM. (2022). The Dark Side of Innovation: How New SKUs Affect Brand Choice in the Presence of Consumer Uncertainty and Learning. International Journal of Research in Marketing, 39(4), 967-987. Advance online publication.