Marketing science hub

AiMark’s Marketing Science Hub aims to facilitate world-class academic marketing research by granting marketing academics access to scanner data from consumer panels around the world.

Interested in getting access to scanner data? Contact us



Branding means creating a strong, favorable perception of a company and its products or services in customers’ minds, while innovation means bringing out new products and services that create value for  customers and stakeholders. AiMark data allow testing new research ideas in branding and innovation and link these with real-world brand purchase behavior by households.


While the classical four Ps (place, product, price and promotion) retain their relevance in marketing, new marketing mix elements keep on emerging. AiMark data allow measuring classical and novel marketing mix effects on individual-level purchases and retail-level sales.


Retailers are in the business of buying goods from wholesalers, manufacturers and then selling them to consumers. As retailing is constantly evolving, new research questions emerge continuously. The wide variety of retail formats and retail practices in the AiMark data provides a rich laboratory for retailing research.


There are many issues in the world where marketing has a role to play, including fighting obesity, malnutrition, poverty, climate change and polarization, and helping charity, consumer education and democracy. Using marketing concepts, theories, and methodology applied to AiMark data offers a wealth of opportunity for research leading to better marketing for a better world.


In some markets, data for online purchases are available. This allows for creating new knowledge on the effectiveness of digital marketing and how it varies across households and situations.


A particular strength of the AiMark household scanner data is their broad international coverage across 37 very diverse countries in North America, Latin America, Europe, Africa and Asia. This allows for developing and testing theories on international marketing capitalizing on international differences and commonalities in marketing, branding, retailing, national culture and economic development.


Below is a list of top publications that have made use of data provided by AiMark.


Breugelmans, E., Hermans, M., Krafft, M., Kroschke, M., and Mantrala, M. (2024). What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers. Journal of the Academy of Marketing Science, 52, 217-238.

Gabel, S., Molitor, D., & Spann, M. (in press).  Frontiers: The Effect of an Ad Ban on Retailer Sales: Insights from a Natural Experiment. Marketing Science.

Geyskens, I., Deleersnyder, B., Dekimpe, M. G., & Lin, D.P. (2024). Do Consumers Benefit from National-Brand Listings by Hard Discounters? Journal of the Academy of Marketing Science, 52, 97-118.

Ma, Y., Ailawadi, K.L., Martos-Partal, M., Gonzalez-Benito, O. (2024). Dual branding by National Brand Manufacturers: Drives and Outcomes. Journal of Marketing, 88(3), 69-87.

Schamp, C. P., Heitmann, M., Peers, Y., & Leeflang, P. S. (2024). EXPRESS: Cause-Related Marketing as Sales Promotion. Journal of Marketing Research, 00222437231200807.

Steenkamp, Jan-Benedict E.M. (2024). What Is Holding Private Label Back in the United States and in Emerging Markets?. Journal of Retailing, 100 (March), 56-69.

Van Crombrugge, M., Breugelmans, E., Scheiner, C., and Breiner, F. (2024). Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand. Journal of Marketing, 88(3), 88-109.


Bronnenberg, B. J., Klein, T., & Xu, Y. (2023). Consumer time budgets and grocery shopping behavior. Management Science, 70(3), 1596-1612.

Pachali, M. J., Kotschedoff, M.J.W., van Lin, A., Bronnenberg, B., & van Herpen, E. (2023). How do nutritional warning labels affect prices?. Journal of Marketing Research, 60(1), 92-109.

Rajavi, K., Kushwaha, T., & Steenkamp, J.B.E. (2023), Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?. Journal of Marketing, 87(3), 472-489. 

Steenkamp, Jan-Benedict E.M. and Alberto Maydeu-Olivares (2023). Unrestricted Factor Analysis: A Powerful Alternative to Confirmatory Factor Analysis. Journal of the Academy of Marketing Science, 51 (1), 86-113.

Van Lin, A., Aydinli, A., Bertini, M., van Herpen, E., & von Schuckmann, J. (2023). Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste. Journal of Consumer Research, 50(4), 663-682.

Widdecke, K., Keller, W.I.Y., Gedenk, K., & Deleersnyder, B. (in press). Drivers of the Synergy Between Price Cuts and Store Flyer Advertising at Supermarkets and Discounters. International Journal of Research in Marketing, 40(2), 455-474.


Bombaij, N.J.F., Gelper, S., Dekimpe, M.G. (2022) Designing Successful Temporary Loyalty Programs: An Exploratory Study on Retailer and Country Differences. International Journal of Research in Marketing, 39(4), 1275-1295.

Brancatelli, C., Fritzsche, A., Inderst, R., and Otter, T. (2022). Measuring Income and Wealth Effects on Private-Label Demand with Matched Administrative Data. Marketing Science, 41(3), 637-656.

Huang, Y. & Bronnenberg, B. J.  (2022). Consumer Transportation Costs and the Value of E-Commerce: Evidence from the Dutch Apparel Industry. Marketing Science, 42(5), 984-1003.

Koll, O., & Plank, A. (2022). Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing. Journal of Retailing, 98(4), 576-592.

Van Ewijk, B.J., Gijsbrechts, E., & Steenkamp, J.B.E. (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.

Van Ewijk, B.J., Gijsbrechts, E., & Steenkamp, J.B.E. (2022). What Drives Brands’ Pricing Metrics?  An Empirical Examination of the Chinese Packaged Goods Industry. International Journal of Research in Marketing, 39(1), 288-312.


Gielens, K., Gijsbrechts, E., & Geyskens, I. (2021). Navigating the Last Mile The Demand Effects of Click-and-Collect Order Fulfillment. Journal of Marketing, 85(4) 158-178.

Steenkamp, J.B.E. & Maydeu-Olivares, A. (2021). An Updated Paradigm for Evaluating Measurement Invariance Incorporating Common Method Variance and Its Assessment. Journal of the Academy of Marketing Science, 49(1), 5-29.

Van Doorn, J., Risselada, H., & Verhoef, P. C. (2021). Does Sustainability Sell? The Impact of Sustainability Claims on the Success of National Brands’ New Product Introductions. Journal of Business Research, 137, 182-193.

Van Ewijk, B.J., Gijsbrechts, E., & Steenkamp, J.B.E. (2021). What drives brands’ pricing metrics? An empirical examination of the Chinese packaged goods industry. International Journal of Research in Marketing, 39(1), 288-312.

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.


Aydinli, A., Lamey, L., Millet, K., ter Braak, A., & Vuegen, M. (2020). How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study. Journal of Retailing, 97(2), 207-216.

Campo, K., Lamey, L., Breugelmans, E., & Melis, K. (2020). Going Online for Groceries: Drivers of Category-Level Share of Wallet Expansion. Journal of Retailing, 97(2), 154-172.

Guyt, J. Y., & Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events. Journal of Marketing, 84(2), 92-113.

Keller, K. O., Geyskens, I., & Dekimpe, M. G. (2020). Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand. Journal of Marketing Research, 57(4), 677-694.

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(1), 20-34.

Van Ewijk, B.J., Steenkamp, J.B.E., & Gijsbrechts, E. (2020). The Rise of Online Grocery Shopping in China: Which Brands Will Benefit? Journal of International Marketing, 28(2), 20-39.


Gijsenberg, M. J., & Nijs, V. R. (2019). Advertising spending patterns and competitor impact. International Journal of Research in Marketing, 36(2), 232-250.

Keller, W.I.Y., Deleersnyder, B., & Gedenk, K. (2019). Price Promotions and Popular Events. Journal of Marketing, 83(1), 73-88.

Rajavi, K., Kushwaha, T. & Steenkamp, J.B.E. (2019). In Brands We Trust? A Multicategory and Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities. Journal of Consumer Research, 46(December), 651-670.

Schamp, C., Heitmann, M., & Katzenstein, R. (2019). Consideration of ethical attributes along the consumer decision-making journey. Journal of the Academy of Marketing Science, 47(2), 328-348.

Van Lin, A., & Gijsbrechts, E. (2019). “Hello Jumbo!” The Spatio-Temporal Rollout and Traffic to a New Grocery Chain After Acquisition. Management Science, 65(5), 2388-2411.


Gijsbrechts, E., Campo, K., & Vroegrijk, M. (2018). Save or (over-) spend? The impact of hard-discounter shopping on consumers’ grocery outlay. International Journal of Research in Marketing, 35(2), 270-288.

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.

Huang, Y., & Bronnenberg, B. J. (2018). Pennies for your thoughts: Costly product consideration and purchase quantity thresholds. Marketing Science, 37(6), 1009-1028.

Lamey, L., Deleersnyder, B., Steenkamp, J.B.E., & Dekimpe, M.G. (2018). New product success in the consumer packaged goods industry: A shopper marketing approach. International Journal of Research in Marketing, 35(3), 432-452.

ter Braak, A., & Deleersnyder, B. (2018). Innovation Cloning: The Introduction and Performance of Private Label Innovation Copycats. Journal of Retailing, 94(3), 312-327.


Gijsenberg, M. J. (2017). Riding the Waves: Revealing the Impact of Intrayear Category Demand Cycles on Advertising and Pricing Effectiveness. Journal of Marketing Research, 54(2), 171-186.


Breugelmans, E., & Campo, K. (2016). Cross-Channel Effects of Price Promotions: An Empirical Analysis of the Multi-Channel Grocery Retail Sector. Journal of Retailing, 92(3), 333-351.

Cleeren, K., Geyskens, K., Verhoef, P.C., & Pennings, J.M. (2016). Regular or low-fat? An investigation of the long-run impact of the first low-fat purchase on subsequent purchase volumes and calories. International Journal of Research in Marketing, 33(4), 896-906.

Keller, K. O., Dekimpe, M. G., & Geyskens, I. (2016). Let Your Banner Wave? Antecedents and Performance Implications of Retailers’ Private-Label Branding Strategies. Journal of Marketing, 80(4), 1-19.

Melis, K., Campo, K., Lamey, L., & Breugelmans, E. (2016). A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?. Journal of Retailing, 92(3), 268-286.

Van Lin, A., & Gijsbrechts, E. (2016). The battle for health and beauty: What drives supermarket and drugstore category-promotion lifts?. International Journal of Research in Marketing, 33(3), 557-577.

Vroegrijk, M., Gijsbrechts, E., & Campo, K. (2016). Battling for the Household’s Category Buck: Can Economy Private Labels Defend Supermarkets Against the Hard-Discounter Threat?. Journal of Retailing, 92(3), 300-318.


De Jong, M.G., Fox, J.P., & Steenkamp, J.B.E. (2015). Quantifying Under- and Overreporting in Surveys through a Dual-Questioning-Technique Design. Journal of Marketing Research, 52(6), 737-753.

Lourenço, C.J., Gijsbrechts, E., & Paap, R. (2015). The Impact of Category Prices on Store Price Image Formation: An Empirical Analysis. Journal of Marketing Research, 52(2), 200-216.

Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?. Journal of Retailing, 91(2), 272-288.

Sotgiu, F., & Gielens, K. (2015). Suppliers Caught in Supermarket Price Wars: Victims or Victors? Insights from a Dutch Price War. Journal of Marketing Research, 52(6), 784-800.

Steenkamp, J.B.E., & Maydeu-Olivares, A. (2015). Stability and Change in Consumer Traits: Evidence from a 12-Year Longitudinal Study, 2002–2013. Journal of Marketing Research, 52(3), 287-308.

Van Doorn, J., & Verhoef, P.C. (2015). Drivers of and Barriers to Organic Purchase Behavior. Journal of Retailing, 91(3), 436-450.

van Heerde, H.J., Gijsbrechts, E., & Pauwels, K. (2015). Fanning the Flames? How Media Coverage of a Price War Affects Retailers, Consumers, and Investors. Journal of Marketing Research, 52(5), 674-693.


Gielens, K., Gijsbrechts, E., & Dekimpe, M.G. (2014). Gains and Losses of Exclusivity in Grocery Retailing. International Journal of Research in Marketing, 31(3), 239-252.

Gijsenberg, M. J. (2014). Going for Gold: Investigating the (Non) Sense of Increased Advertising Around Major Sports Events. International Journal of Research in Marketing, 31(1), 2-15.

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.

ter Braak, A., Geyskens, I., & Dekimpe, M.G. (2014). Taking Private Labels Upmarket: Empirical Generalizations on Category Drivers of Premium Private Label Introductions. Journal of Retailing, 90(2), 125-140.

Van Lin, A., & Gijsbrechts, E. (2014). Shopper Loyalty to Whom? Chain versus Outlet Loyalty in the Context of Store Acquisitions. Journal of Marketing Research, 51(3), 352-370.


Briers, B., & Laporte, S. (2013). A Wallet Full of Calories: The Effect of Financial Dissatisfaction on the Desire for Food Energy. Journal of Marketing Research, 50(6), 767-781.

Cleeren, K., Van Heerde, H.J., & Dekimpe, M.G. (2013). Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises. Journal of Marketing, 77(2), 58-77.

Lourenço, C.J., & Gijsbrechts, E. (2013). The Impact of National Brand Introductions on Hard-Discounter Image and Share-of-Wallet. International Journal of Research in Marketing, 30(4), 368-382.

Steenkamp, J.B.E., & Geyskens, I. (2013). Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning. Marketing Science, 33(1), 6-26.

Szymanowski, M., & Gijsbrechts, E. (2013). Patterns in Consumption-based Learning about Brand Quality for Consumer Packaged Goods. International Journal of Research in Marketing, 30(3), 219-235.

ter Braak, A., Dekimpe, M.G., & Geyskens, I. (2013). Retailer Private-Label Margins: The Role of Supplier and Quality-Tier Differentiation. Journal of Marketing, 77(4), 86-103.

ter Braak, A., Deleersnyder, B., Geyskens, I., & Dekimpe, M.G. (2013). Does Private-Label Production by National-Brand Manufacturers Create Discounter Goodwill?. International Journal of Research in Marketing, 30(4), 343-357.

Van Heerde, H.J., Gijsenberg, M.J., Dekimpe, M.G., & Steenkamp, J.B.E. (2013). Price and Advertising Effectiveness over the Business Cycle. Journal of Marketing Research, 50(2), 177-193.

Vroegrijk, M., Gijsbrechts, E., & Campo, K. (2013). Close Encounter with the Hard Discounter: A Multiple-Store Shopping Perspective on the Impact of Local Hard-Discounter Entry. Journal of Marketing Research, 50(5), 606-626.


Gielens, K. (2012). New products: The Antidote to Private Label Growth?. Journal of Marketing Research, 49(3), 408-423.

Lamey, L., Deleersnyder, B., Steenkamp, J. B. E., & Dekimpe, M. G. (2012). The Effect of Business-Cycle Fluctuations on Private-Label Share: What has Marketing Conduct Got to do with it?. Journal of Marketing, 76(1), 1-19.

Szymanowski, M., & Gijsbrechts, E. (2012). Consumption-Based Cross-Brand Learning: Are Private Labels Really Private?. Journal of Marketing Research, 49(2), 231-246.

Torres, A., Bijmolt, T.H., Tribó, J.A., & Verhoef, P. (2012). Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders. International Journal of Research in Marketing, 29(1), 13-24.


Haans, H., & Gijsbrechts, E. (2011). “One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets. Journal of Retailing, 87(4), 427-443.

Van Doorn, J., & Verhoef, P.C. (2011). Willingness to Pay for Organic Products: Differences between Virtue and Vice Foods. International Journal of Research in Marketing, 28(3), 167-180.


Cleeren, K., Verboven, F., Dekimpe, M.G., & Gielens, K. (2010). Intra- and Interformat Competition Among Discounters and Supermarkets. Marketing Science, 29(3), 456-473.

Geyskens, I., Gielens, K., & Gijsbrechts, E. (2010). Proliferating Private-Label Portfolios: How Introducing Economy and Premium Private Labels Influences Brand Choice. Journal of Marketing Research, 47(5), 791-807.

Haans, H., & Gijsbrechts, E. (2010). Sales Drops from Closing Shops: Assessing the Impact of Store Outlet Closures on Retail Chain Revenue. Journal of Marketing Research, 47(6), 1025-1040.

Steenkamp, J.B.E., & De Jong, M.G. (2010). A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products. Journal of Marketing, 74(6), 18-40.

Steenkamp, J. B. E., De Jong, M. G., & Baumgartner, H. (2010). Socially Desirable Response Tendencies in Survey Research. Journal of Marketing Research, 47(2), 199-214.

Steenkamp, J. B. E., Van Heerde, H. J., & Geyskens, I. (2010). What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels?. Journal of Marketing Research, 47(6), 1011-1024.


Chandon, P., & Ordabayeva, N. (2009). Supersize in One Dimension, Downsize in Three Dimensions: Effects of Spatial Dimensionality on Size Perceptions and Preferences. Journal of Marketing Research, 46(6), 739-753.

De Jong, M.G., Steenkamp, J.B.E., & Veldkamp, B.P. (2009). A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales. Marketing Science, 28(4), 674-689.

Deleersnyder, B., Dekimpe, M. G., Steenkamp, J. B. E., & Leeflang, P. S. (2009). The Role of National Culture in Advertising’s Sensitivity to Business Cycles: An Investigation across Continents. Journal of Marketing Research, 46(5), 623-636.


Ailawadi, K. L., Pauwels, K., & Steenkamp, J. B. E. (2008). Private-Label Use and Store Loyalty. Journal of Marketing, 72(6), 19-30.

De Jong, M.G., Steenkamp, J.B.E., Fox, J.P., & Baumgartner, H. (2008). Using Item Response Theory to Measure Extreme Response Style in Marketing Research: A Global Investigation. Journal of Marketing Research, 45(1), 104-115.

Gijsbrechts, E., Campo, K., & Nisol, P. (2008). Beyond Promotion-Based Store Switching: Antecedents and Patterns of Systematic Multiple-Store Shopping. International Journal of Research in Marketing, 25(1), 5-21.

Gijsbrechts, E., van Heerde, H.J., & Pauwels, K. (2008). Winners and Losers in a Major Price War. Journal of Marketing Research, 45(5), 499-518.

Untitled (3)

Program director

The Program Director is Harald van Heerde, Research Professor of Marketing at University of New South Wales, Australia.

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Advisory board

The Advisory Board consists of

Kusum Ailawadi
Charles Jordan 1911 TU’12 Professor of Marketing
Tuck School of Business, Dartmouth College
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Pradeep Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing
Booth School of Business, University of Chicago
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Marnik Dekimpe
Professor of Marketing
Tilburg University | KU Leuven Read more

Marc Fischer

Professor of Marketing Science and Analytics
University of Cologne
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Katrijn Gielens
Professor of Marketing and Sarah Graham Kenan Scholar
UNC Kenan-Flagler Business School
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Oliver Koll

Professor of Marketing
University of Innsbruck
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Christine Moorman

T. Austin Finch Sr. Professor of Business Administration
Fuqua School of Business, Duke University
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Koen Pauwels

Distinguished Professor of Marketing
Northeastern University
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Andrew Stephen
L’Oreal Professor of Marketing
Saïd Business School, University of Oxford
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