Academic review: What does the academic world say about brand growth?
Tammo will tell us more about what the academic world says about brand growth and the role of innovation, in the academic review.
Tammo H.A. Bijmolt is Professor in Marketing Research at the University of Groningen, the Netherlands. His research interests include loyalty programs, retailing, e-commerce, advertising, and meta-analysis. His publications have appeared in leading international journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, International Journal of Research in Marketing, and Psychometrika. He is associate editor of the International Journal of Research in Marketing, and member of the editorial boards of Journal of Marketing, Journal of Retailing, and the International Journal of Electronic Commerce. He won the best paper award in 2007 and the J.B. Steenkamp long-term impact award in 2017 of the International Journal of Research in Marketing, and the best paper award in 2011 of the Journal of Interactive Marketing. He is director of the Groningen Digital Business Centre and vice-president conferences of the European Marketing Academy (EMAC). Finally, he has been involved in multiple research-based consultancy projects and acted as external expert is legal cases regarding branding, advertising, and product design.