Curriculum Vitaes

Peter De Maeyer

  (De Maeyer Peter)

Profile Information

Associate Professor, Faculty of Liberal Arts, Department of Liberal Arts, Sophia University
Master of Science in Electrical Engingeering(Gent University)
Master of Business Administration(Aalto University)
PhD in Business(Columbia University)

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  • Arturo Molina-Collado, Jessica Salgado-Sequeiros, Mar Gómez-Rico, Evangelina Aranda García, Peter De Maeyer
    International Journal of Bank Marketing, 39(7) 1446-1478, Oct 28, 2021  
    Purpose The paper aims to identify the major research themes in consumer financial services between 2000 and 2020, their relative magnitude and interrelationship, to identify which themes have been most influential and to map the evolution of the field and identify emerging and under-researched themes that are promising for future research. Design/methodology/approach The core methodology is bibliometric analysis based on keyword co-occurrences. A total of 1,227 articles extracted from the Social Science Citation Index, Emerging Sources Citation Index and Scopus are used in the analysis. Key outputs of the SciMAT software are the research themes, and graphical outputs are called science mapping (evolution of the themes over time), strategic diagrams (visual representation of themes in a 2 × 2 grid) and cluster networks (themes and connected themes based on keyword co-occurrences). Findings The findings show that customer satisfaction, innovation, corporate social responsibility (CSR), Internet and consumer acceptance were the main so-called motor themes in the study period. Furthermore, five areas for further research are identified and discussed: Issues related to technology; marketing and consumer behavior; markets and industry; product and service development; and branding. Research limitations/implications Bibliometric research allows the researcher to process large volumes of articles covering a broad scope, leading to rich and insightful results. However, for greater detail and nuance, the authors recommend supplementing the results of this study with a more focused and thorough qualitative literature review for each theme of interest. Originality/value Bibliometric analysis is under-used in management research. The authors are not aware of similar recent work in consumer financial services. The main value of this paper lies in knowledge dissemination to a wider audience (including practitioners and researchers in adjacent areas) and providing a rigorous platform for identifying future research opportunities.
  • Chayawan Poromatikul, Peter De Maeyer, Kannika Leelapanyalert, Simon Zaby
    International Journal of Bank Marketing, Forthcoming, Jul 19, 2019  Peer-reviewed
    The purpose of this paper is to examine the drivers of continuance intention with mobile banking apps, in a Thai context. The secondary objective is to examine if there are underlying segments that differ meaningfully in this regard.
  • Hooman Estelami, Peter De Maeyer, Nicholas Estelami
    JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 25(7) 687-699, 2016  Peer-reviewed
    Purpose - Research in marketing has extensively examined the signaling effects of product warranties on consumer perceptions. Although this stream of research has focused on initial product warranties offered by the manufacturer, studies of extended warranties, which protect consumers against product breakdowns beyond the warranty constraints of the manufacturer, are relatively scarce. This paper aims to empirically establish the effects of variables which influence the pricing of extended warranties for consumer durables. Design/methodology/approach - Using data on over 8,000 product offers in six durable goods categories, drivers of the annual premiums for extended warranties are empirically identified. Bivariate and multi-level hierarchical linear regression methods are used to establish the effects of factors which may drive the prices of extended warranties. Findings - The results reveal that the standardized annual premiums for extended warranties systematically vary across product categories and brands and are further affected by the retailer's decision to use odd price endings for the sold product and the extended warranty. The influences of warranty length and price level of the protected product on extended warranty premiums are also empirically established. Research limitations/implications - The findings indicate systematic variations in extended warranty prices as a result of the factors studied. Future research can extend this line of inquiry by utilizing alternative means of data gathering. Practical implications - Given that marketers often cross-sell many consumer durable goods with extended warranty policies, and considering the growth in consumer spending in this category, as well as the high retail margins associated with extended warranties, this paper contributes to the understanding of the mechanism by which extended warranty prices are determined in the marketplace. Originality/value - This is the first study to examine the determinants of extended warranty prices, as past studies have been normative and non-empirical in nature.
  • Steffi Frison, Marnik G. Dekimpe, Christophe Croux, Peter De Maeyer
    Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on "smaller" media such as billboards and cinema, little is known on their effectiveness. While many brands never use them (which could be a missed opportunity), others allocate a substantial part of their advertising budget to these media (which could represent spoiled arms in case of insufficient effectiveness). In this study, we conduct a large-scale empirical investigation, using close to 7 years of monthly data on over 250 brands of consumer packaged goods, to quantify the sales elasticity of these often-neglected media. Even though a significant long-run elasticity is found for a number of brands, we obtain a substantially lower proportion of significant effects for billboard and cinema advertising than for the more popular TV medium. Also meta-analytically, and after correcting for the brands' self-selection of media on which to spend their advertising budget, no evidence of a significant short- or long-run sales elasticity is found for these two media, while significant effects are obtained for both TV and magazine advertising. In addition, little evidence of systematic synergy effects with the more traditional media is found. Hence, from a sales-response point of view, investments in billboard and cinema advertising appear to act as spoiled arms for most mature CPG brands. (C) 2014 Elsevier B.V. All rights reserved.