Peter Maeyer

Peter De Maeyer’s research focuses on how consumers make quality and satisfaction judgements of products. A secondary interest is advertising media planning (measurement and optimization). Prior to joining CMMU, Professor De Maeyer was a faculty member at Georgetown University, Singapore Management University, and College of Management Mahidol University. He has taught Introduction to Marketing, Marketing Research, New Product Development and Consumer Behavior, and conducted various executive training seminars and workshops in the areas of Advertising, New Products, and Marketing Research.

Professor De Maeyer worked in industry for a total of 5.5 years. He began his business career as an internal consultant for a large Finnish petrochemical company (Neste Oy), and after his PhD worked as a management consultant out of the Boston and London offices of Monitor Group (today Monitor Deloitte). He worked on a wide variety of marketing problems for leading companies such as The Coca-Cola Company, Office Depot, Safeway, France Telecom, Astra-Zeneca, and several others. During his Ph.D. studies, he also worked as a freelance consultant to Christian Brothers Investment Services and Dentsu Communications in New York.

Education

• PhD Columbia Business School (1992 — 1998)
• MBA Helsingin kauppakorkeakoulu (1990 — 1992)
• MSc Ghent University (1984 — 1989)

Selected Publications

• Chayawan Poromatikul, Peter De Maeyer, Kannika Leelapanyalert and Simon Zaby, “Drivers of Continuance Intention with Mobile Banking Apps”, International Journal of Bank Marketing (2019).
• Hooman Estelami, Peter De Maeyer, and Nicholas Estelami (2017), “Drivers of Prices for Extended Product Warranties: An Extended Abstract,” Edited book chapter in: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.
• Hooman Estelami, Peter De Maeyer, and Nicholas Estelami (2016), “Determinants of extended warranty prices for consumer durables.” Journal of Product & Brand Management 25, no. 7 (2016).
• Steffi Frison, Marnik Dekimpe, Christophe Croux, and Peter De Maeyer (2014), “Billboard and cinema advertising: Missed opportunity or spoiled arms,” International Journal of Research in Marketing, Vol. 31, No. 2, 425-433.