Erik Kostelijk

Erik Kostelijk is a Senior Lecturer at Hanzehogeschool Groningen, affiliated with the Faculty of Business and Economics (FBE) and Urban Economic Innovation. He holds external roles as Senior Advisor at Tailify Influencer Platform and Project Leader at LexNova. His research focuses on consumer behavior, brand value, and cross-cultural marketing strategies.

Education: PhD in Marketing (2015) from Rijksuniversiteit Groningen, with a thesis titled The Value Compass: A Study of Consumer Values and Brand Values.

Key Research Interests: Consumer values, marketing analytics, brand positioning, and the impact of crises on consumer behavior. His work emphasizes data-driven approaches using tools like SPSS, and explores cross-cultural dynamics in marketing strategies.

Publications: Authored/co-authored 13 books including Marketing Analytics (2022), Brand Positioning (2020), and Proof of the Pudding (2018). His research spans consumer decision-making, crisis effects, and global business strategies.

• Awards:
  • Hanze University Innovation award (2009)
  • PIM Marketing Studieboek (2015)

Professional Activities: Active participant in marketing conferences (e.g., AMS World Marketing Congress 2025) and collaborator on projects like the 'Sustainably sustainable' initiative. Leads educational workshops integrating marketing theory and practice.

Labs/Teams: Oversees the LexNova research projects and contributes to the Hanzehogeschool's marketing education programs through innovative teaching methods.