Concepedia

Mark Heitmann

MH

34

Publications

3K

Citations

21

H-Index

2002

Active since

Affiliations

Universität Hamburg(Current)

University of St.Gallen

Columbia University

Christian-Albrechts-Universität zu Kiel

Vienna University of Economics and Business

Mark Heitmann is an author at Universität Hamburg specializing in management, marketing, and consumer research.

Top concepts

MarketingManagementConsumer ResearchConsumer BehaviorBusinessCustomer SatisfactionCommunicationBrand StrategyBrand AwarenessBrand Management

Publications per year

2002–2024

34

Publications

34

Comparing automated text classification methods

Jochen Hartmann, Juliana Huppertz, Christina Schamp et al. · International Journal of Research in Marketing · 2018 · 392 citations · Full text

Engineering, Machine Learning, Corpus Linguistics +19

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Florian Stahl, Mark Heitmann, Donald R. Lehmann et al. · Journal of Marketing · 2012 · 357 citations

Relationship Marketing, Brand Equity, Customer Acquisition +14

Choice Goal Attainment and Decision and Consumption Satisfaction

Mark Heitmann, Donald R. Lehmann, Andreas Herrmann · Journal of Marketing Research · 2007 · 354 citations

Customer Satisfaction, Behavioral Decision Making, Choice Theory +20

More than a Feeling: Accuracy and Application of Sentiment Analysis

Jochen Hartmann, Mark Heitmann, Christian Siebert et al. · International Journal of Research in Marketing · 2022 · 285 citations · Full text

Engineering, Communication, Multimodal Sentiment Analysis +17

Order in Product Customization Decisions: Evidence from Field Experiments

Jonathan Levav, Mark Heitmann, Andreas Herrmann et al. · Journal of Political Economy · 2010 · 243 citations

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