After I graduated in Economics, I started a PhD in Marketing in one of the best marketing groups in Europe (even worldwide), and learned to conduct scientific rigorous research. The skills and knowledge I obtained during this period turned out to be very worthwhile for every other position I held thereafter. Academic research is not my primary focus anymore, but I still carry out applied research projects and sometimes publish them in peer-reviewed scientific journals.
Customer loyalty, loyalty programs, consumer policy, public policy & marketing, sustainable consumption, marketing education.
The Adoption and Effectiveness of Loyalty Programs in Retailing,
• CentER dissertation series no.134, 2004.
• Promotor: Prof. Dr. Tammo H.A. Bijmolt
• Committee: Prof. Dr. J.B.E.M. Steenkamp, Prof. Dr. E. Gijsbrechts, Prof. Dr. R. Frambach, Prof. Dr. R. Rust, Prof. Dr. A. Smidts.
• Acknowledgement: Winner SAP-PIM Wetenschapsprijs, awarded for best Dutch Marketing dissertation in 2003-2004.
Leenheer, J. (2026). Podcasts in Business Education: Examining Their Impact on Student Learning and Performance. Journal of Education for Business, forthcoming
Elsen, M., & Leenheer, J. (2022). Energy efficiency of consideration sets and choices: the impact of label format, European Journal of Marketing, 56(8), 2484-2505.
Leenheer, J. (2022). Do you think we are a match? The predictive power of matching activities for prospective students of an international business program. The International Journal of Management Education, 20(2), 100637.
van Giesen, R., & Leenheer, J. (2019). Towards more interactive and sustainable food retailing: An empirical case study of the supermarket of the future. International journal of retail & distribution management, 47(1), 55-75.
Poort, J., Leenheer, J., van der Ham, J., & Dumitru, C. (2014). Baywatch: Two approaches to measure the effects of blocking access to the Pirate Bay. Telecommunications Policy, 38(4), 383-392.
Leenheer, J., & Scherpenzeel, A.C. (2013). Does it pay off to include non-internet households in an internet panel? International Journal of Internet Science, 8(1), 17-29.
Leenheer, J., De Nooij, M., & Sheikh, O. (2011). Own power: Motives of having electricity without the energy company. Energy Policy, 39(9), 5621-5629.
Leenheer, J., & Bijmolt, T.H. (2008). Which retailers adopt a loyalty program? An empirical study. Journal of Retailing and Consumer Services, 15(6), 429-442.
Leenheer, J., Van Heerde, H.J., Bijmolt, T.H., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47.
• Winner IJRM best paper award 2007
• Winner Steenkamp Long-term impact award 2017 (press statement)
Leenheer, J., & Kuijten, M. (2018). Are Sharing Platforms Sustainable (Business Models)? A Consumer Survey on the Drivers of Using Sharing Platforms in the Travel Industry. In Sustainable Business Models (pp. 261-283). Springer, Cham.
Leenheer, J. (2015). Duurzame marketing in een digitale wereld. Lectorale rede, Avans Hogeschool, Breda, ISBN 978-90-74611-60-2.
Leenheer, J., & Scherpenzeel, A. (2012). Loont het om huishoudens zonder internet op te nemen in een internetpanel? In Ontwikkelingen in het Marktonderzoek 2012: Jaarboek MarktOnderzoekAssociatie (pp. 75-89).
Leenheer, J. (2006). Loyaliteitsprogramma’s in de Nederlandse detailhandel: Adoptie en effectiviteit. AE Bronner, P. Dekker, E. de Leeuw, L. J. Paas, K. de Ruyter, A. Smidts & J.E Wieringa (Red.), Ontwikkelingen in het Marktonderzoek: Jaarboek MarktOnderzoekAssociatie, (pp. 43-61).
Poort, J. & Leenheer, J. (2012). Filesharing 2@ 12. Downloading from Illegal Sources in the Netherlands. Institute for Information Law & CentERdata, Amsterdam/Tilburg.
Leenheer, J., & Bijmolt, T. H. (2003). Adoption and Effectiveness of Loyalty Programs: The Retailer’s Perspective. Marketing Science Institute Reports, 03-004.
Leenheer, J. en W. Maas (2025). “Bedrijfseconomie: De naam van het schoolvak zaait verwarring”, Tijdschrift voor Economieonderwijs, no. 5, 4-7.
Zomer, S., Benning, T., Leenheer, J., & Mulder, M. (2016). De betalingsbereidheid van consumenten voor dierenwelzijn. Economisch Statistische Berichten, 100(4703), 84-87.
Leenheer, J., & Pieters, R. (2013). Vertrouwen in economie en maatschappelijke actoren. Economisch Statistische Berichten, 98(4657), 205-207.
Leenheer, J., & Pieters, R. (2010). Rationele emoties van consumenten. Economisch Statistische Berichten, 95(4591), 505-507.
Theeuwes, J., Leenheer, J. & Bremer, S. (2009). De economische omvang van het auteursrecht, Economische Statistische Berichten, 94, 113, rubriek Economie en Samenleving.
Leenheer, J., & Theeuwes, J. (2009). De economische omvang van het auteursrecht internationaal vergeleken. Informatierecht: Tijdschrift voor auteurs-, media-en informatierecht (AMI), (4), 34-38.
Leenheer, J., & Verboon, P. (2008). De fiscale compliance van starters. Maandblad voor Accountancy en Bedrijfseconomie, (4), 189-196.
Leenheer, J. (2006). Loyaliteitsprogramma's: zinvol CRM-instrument? Tijdschrift voor economie en management, 51(2), 237. (Scholar Google citations: 2)
I have served as ad-hoc reviewer for International Journal of Research in Marketing, Marketing Science, Journal of Interactive Marketing, European Journal of Marketing