| Price and advertising effectiveness over the business cycle HJ Van Heerde, MJ Gijsenberg, MG Dekimpe, JBEM Steenkamp Journal of Marketing Research 50 (2), 177-193, 2013 | 297 | 2013 |
| Digital platform openness: Drivers, dimensions and outcomes TLJ Broekhuizen, O Emrich, MJ Gijsenberg, M Broekhuis, B Donkers, ... Journal of Business Research 122, 902-914, 2021 | 280 | 2021 |
| Introduction to the special issue–Digital business models: A multi-disciplinary and multi-stakeholder perspective TLJ Broekhuizen, M Broekhuis, MJ Gijsenberg, JE Wieringa Journal of Business Research 122, 847-852, 2021 | 140 | 2021 |
| Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time MJ Gijsenberg, HJ Van Heerde, PC Verhoef Journal of Marketing Research 52 (5), 642-656, 2015 | 132 | 2015 |
| Going for gold: Investigating the (non) sense of increased advertising around major sports events MJ Gijsenberg International Journal of Research in Marketing 31 (1), 2-15, 2014 | 79 | 2014 |
| No future without the past? Predicting churn in the face of customer privacy N Holtrop, JE Wieringa, MJ Gijsenberg, PC Verhoef International Journal of Research in Marketing 34 (1), 154-172, 2017 | 71 | 2017 |
| Advertising spending patterns and competitor impact MJ Gijsenberg, VR Nijs International Journal of Research in Marketing 36 (2), 232-250, 2019 | 44 | 2019 |
| Consistency and commonality in advertising content: Helping or Hurting? M Becker, MJ Gijsenberg International Journal of Research in Marketing 40 (1), 128-145, 2023 | 36 | 2023 |
| The cold-start problem in nascent AI strategy: Kickstarting data network effects A Vomberg, N Schauerte, S Krakowski, CI Bogusz, MJ Gijsenberg, ... Journal of Business Research 168, 114236, 2023 | 26 | 2023 |
| Riding the waves: Revealing the impact of intrayear category demand cycles on advertising and pricing effectiveness MJ Gijsenberg Journal of Marketing Research 54 (2), 171-186, 2017 | 24 | 2017 |
| Moving forward: The role of marketing in fostering public transport usage MJ Gijsenberg, PC Verhoef Journal of Public Policy & Marketing 38 (3), 354-371, 2019 | 23 | 2019 |
| Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action MJ Gijsenberg International Journal of Research in Marketing 31 (1), 30-32, 2014 | 19 | 2014 |
| Understanding the role of adstock in advertising decisions MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, VR Nijs Available at SSRN 1905426, 2011 | 14 | 2011 |
| Highly recommended? How relation-specific attachment styles bias customers willingness to recommend WJMI Verbeke, MJ Gijsenberg, LME Hendriks, JT Bouma, LH Teunter Frontiers in Psychology 11, 1311, 2020 | 12 | 2020 |
| When offline stores reduce online returns CF Hirche, THA Bijmolt, MJ Gijsenberg Sustainability 14 (13), 7829, 2022 | 6 | 2022 |
| Understanding the timing and magnitude of advertising spending patterns MJ Gijsenberg, HJ van Heerde, MG Dekimpe, JBEM Steenkamp, VR Nijs KU Leuven-FEB, 2009 | 5 | 2009 |
| Competitive reactions to personal selling: the difference between strategic and tactical actions N Holtrop, J Wieringa, M Gijsenberg, P Stern | 3 | 2016 |
| Timing is Money M Gijsenberg Emac Chronicle 4 (2), 13-14, 2009 | 1 | 2009 |
| Advertising sequence response dynamics and the impact of retail environments MJ Gijsenberg, J Schmitt, JE Wieringa, S Srinivasan Journal of Retailing, 2025 | | 2025 |
| Promoting product returns? The impact of at-purchase and post-purchase discounts on customers’ return behavior MJ Gijsenberg, THA Bijmolt, CF Hirche Journal of Retailing, 2025 | | 2025 |
