معرفی
Prof. Peeter Verlegh is a Full Professor of Marketing and Head of the Marketing Department at Vrije Universiteit Amsterdam (VU). He holds a PhD (2001) and MSc in Food Science from Wageningen University. Previously, he served at Erasmus University Rotterdam and the University of Amsterdam. He has held visiting roles at the University of Colorado-Boulder and lectured internationally. His research focuses on consumer responses to branding, marketing communications, and social interactions (e.g., social media and word of mouth), emphasizing practical business applications. He edits top journals like Journal of Consumer Research and International Journal of Research in Marketing.
Key research interests include brand engagement authenticity, social media impact, and consumer resistance to advertising. Notable contributions include meta-analyses on social media effects and front-of-package labeling. He has received awards, including the 2015 Best IJA Paper Award. Teaching includes Branding & Advertising (MSc) and Consumer Marketing (Part-Time MSc). His work aligns with UN Sustainable Development Goals, addressing responsible business practices. Recent projects include studies on music’s value and online booking barriers. He actively participates in international conferences and editorial roles.
- Awards: Best IJA Paper (2015), ICORIA Conference Best Paper (2017), AMS Sheth Finalist (2021)
- Grants: Behavioral intervention research, consumer behavior measurement tools
- Collaborations: Global research on marketing psychology and consumer behavior
Labs/Teams: Leads the Marketing Department’s research initiatives at VU’s School of Business and Economics. Engages in interdisciplinary projects on consumer engagement and brand activism.
