Prof. dr. J.Y. (Jonne) Guyt
Faculty of Economics and Business
Section Marketing
Visiting address
- Plantage Muidergracht 12
- Room number: 2.42
Postal address
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Postbus 15953
1001 NL Amsterdam
Contact details
Social media
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Profile
Jonne Guyt is Professor of Marketing Analytics and research coordinator at the University of Amsterdam. He obtained his Ph.D. at Tilburg University. Jonne's current research focuses on responsible retailing. For an overview of his CV, ongoing research, publications, and awards, please see his personal website.
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Teaching
- Marketing Science (Research MSc. course) 2020 – current
- Advanced Management Research Methods (MSc. course) 2020 – current
- Marketing Metrics (MSc. course) 2017 – current
- Thesis Workshop Data Collection from Social Media and Websites (MSc. course) 2015 – current
- Thesis Workshop Analysis of Data from Social Media and Websites (MSc. course) 2021 – current
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Publications
2026
- Keller, K., & Guyt, J. Y. (2026). Consequences of Bottle Bills: How Bottle Deposit Return Schemes Affect Retail Prices and Lead Consumers to Larger Package Sizes. Journal of Marketing, 90(3), 59-80. https://doi.org/10.1177/00222429251347284
2025
Aranda, A. M., Vaara, E., Etchanchu, H., & Guyt, J. Y. (2025). Discursive struggles and contested stigma extensions: Explaining the gradual stigmatization of the U.S. tobacco industry. Organization Science, 36(4), 1384-1415. https://doi.org/10.1287/orsc.2022.16145 [details]- Guyt, J. Y., van Lin, A., & Keller, K. O. (2025). Banning Unsolicited Store Flyers: Does Helping the Environment Hurt Retailing? Marketing Science, 44(5), 1104-1124. https://doi.org/10.1287/mksc.2023.0020 [details]
2024
- Dikareva-Brugman, A., Guyt, J. Y., & Konus, U. (2024). The Impact of Forced and Reinforced Channel Migration Strategies on Churn: Evidence from a Quasi-Natural Experiment. Journal of Interactive Marketing, 59(1), 19-41. https://doi.org/10.1177/10949968231173885 [details]
- Guyt, J. Y., Datta, H., & Boegershausen, J. (2024). Unlocking the Potential of Web Data for Retailing Research. Journal of Retailing, 100(1), 130-147. https://doi.org/10.1016/j.jretai.2024.02.002 [details]
- Keller, K., Guyt, J. Y., & Grewal, R. (2024). Soda Taxes and Marketing Conduct. Journal of Marketing Research, 61(3), 393-410. https://doi.org/10.1177/00222437231195551 [details]
2023
- Keller, K. O., & Guyt, J. Y. (2023). A War on Sugar? Effects of Reduced Sugar Content and Package Size in the Soda Category. Journal of Marketing, 87(5), 698-718. https://doi.org/10.1177/00222429231152181 [details]
2021
- Aranda, A. M., Sele, K., Etchanchu, H., Guyt, J. Y., & Vaara, E. (2021). From Big Data to Rich Theory: Integrating Critical Discourse Analysis with Structural Topic Modeling. European Management Review, 18(3), 197-214. https://doi.org/10.1111/emre.12452 [details]
2020
- Guyt, J. Y., & Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events. Journal of Marketing, 84(2), 92-113. https://doi.org/10.1177/0022242919896334 [details]
2018
- Guyt, J., & Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature promotions. International Journal of Research in Marketing, 35(3), 490-508. https://doi.org/10.1016/j.ijresmar.2018.05.002 [details]
2014
- Guyt, J. Y., & Gijsbrechts, E. (2014). Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance. Journal of Marketing Research, 51(6), 753-772. https://doi.org/10.1509/jmr.14.0193
Prize / grant
- Guyt, J. (2024). NWO Vidi.
- Guyt, J. (2024). 2024 AMA-EBSCO-RRBM Award for Responsible Research in Marketing.
- Guyt, J. (2024). 2023 AMA/Marketing Science Institute/H. Paul Root Award.
- Guyt, J. (2016). EMAC McKinsey Marketing Dissertation Award.
Media appearance
- Demmers, J. & Guyt, J. (07-10-2025). Toekomst marketingonderwijs ligt niet in dogma’s, maar in complexiteit [Web] ScienceGuide. Toekomst marketingonderwijs ligt niet in dogma’s, maar in complexiteit. https://www.scienceguide.nl/2025/10/toekomst-marketingonderwijs-ligt-niet-in-dogmas-maar-in-complexiteit/
2024
- Guyt, J. Y. (5-1-2024). Code. Universiteit van Amsterdam. https://doi.org/10.21942/uva.24948864.v1
- Guyt, J. Y. (5-1-2024). Code files for project. Universiteit van Amsterdam. https://doi.org/10.21942/uva.24948924.v1
2022
- Sele, K., Aranda Gutierrez, A., Etchanchu, H., Vaara, E. & Guyt, J. Y. (10-1-2022). From Big Data to Rich Theory: Integrating Critical Discourse Analysis with Structural Topic Modeling. Universiteit van Amsterdam. https://doi.org/10.21942/uva.18094202.v1
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Ancillary activities
No ancillary activities
Aranda, A. M., Vaara, E., Etchanchu, H., & Guyt, J. Y. (2025). Discursive struggles and contested stigma extensions: Explaining the gradual stigmatization of the U.S. tobacco industry. Organization Science, 36(4), 1384-1415.