Peter Leeflang

Prof. Peter Leeflang is the Frank M. Bass Distinguished Professor of Marketing at the University of Groningen's Faculty of Economics and Business. His expertise spans Marketing, Management, Modelbuilding, Competition, and Promotions. He is affiliated with the Marketing — Management department and has been actively involved with the Customer Insights Center.

Research Interests: Prof. Leeflang specializes in sales promotion strategies, consumer behavior, digital marketing dynamics, and pharmaceutical marketing. His work emphasizes the integration of theoretical models with practical marketing challenges, particularly in crisis management and sustainable communication. Recent studies include analyzing the impact of COVID-19 on consumer behavior and brand authenticity, as well as cross-cultural purchase intentions.

Publications: His recent work focuses on cause-related marketing, sustainable communication, and turbulence adaptation in marketing academia and practice. Key articles include Cause-Related Marketing as Sales Promotion (2024) and Thriving through turbulence (2023). Earlier contributions explored e-loyalty in banking, post-pandemic consumer behavior, and innovation performance through absorptive capacity.

Grants & Labs: Collaborations include the Customer Insights Center for applied research. His work bridges academic rigor with industry relevance, addressing digital transformation and crisis-driven marketing strategies.