Hannes Datta

Tilburg University | UVT · Department of Marketing

Many service firms acquire customers by offering free-trial promotions. However, a crucial challenge is to retain the customers acquired with these free trials. To address this challenge, firms need to understand how free-trial customers differ from regular customers in terms of their decisions to retain the service. This article conceptualizes how...

The rapid digitization of the entertainment industry urges managers to find new ways to improve marketing effectiveness and combat online piracy. Smart devices and innovative online services generate brand-related tracking data that reflect consumers’ brand engagement (e.g., digital usage rates, Facebook Likes), yet managers are unaware of how to u...

The field's knowledge of marketing-mix elasticities is largely restricted to developed countries in the North-Atlantic region, even though other parts of the world-especially the Indo-Pacific Rim region-have become economic powerhouses. To better allocate marketing budgets, firms need to have information about marketing-mix elasticities for countri...

Today's consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also objects. Technology (particularly mobile devices) enables such connections, and facilitates many kinds of interactions in these networks—from transacti...

Instead of purchasing individual content, streaming adopters rent access to libraries from which they can consume content at no additional cost. In this paper, we study how the adoption of music streaming affects listening behavior. Using a unique panel data set of individual consumers’ listening histories across many digital music platforms, adopt...

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the br...

Many service firms acquire customers by offering free-trial promotions. A crucial yet unexplored question is whether customers acquired by free trials differ systematically from regular customers in terms of their usage and retention behavior, and customer lifetime value. To address this issue, the authors conceptualize how a consumer’s retention d...

Many service firms acquire customers by offering free trials. While these free trials may be popular with customers, a key question for a firm reviewing its customer base is whether customers attracted by free trials are systematically different from regular customers. If they are, their customer lifetime value (CLV) may differ as well. Despite the...