Vafainia Saeid | ESCP Business School

Saeid Vafainia

Assistant Professor of Retail Strategy

Department : Marketing
Campus : Paris

Saeid Vafainia is an Assistant Professor of Marketing at ESCP Business School in Paris. He specializes in retailing and quantitative marketing and his research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. He is particularly interested in research on marketing communication effectiveness and customer relationship management, utilizing granular data. His publication has appeared in impactful marketing journals, including the Journal of Interactive Marketing and Marketing Letters. He is currently the Associate Editor of Social Media at the European Management Journal as well as an editorial board member at the Journal of Business and Retail Management Research. He has also been involved in several research-based consultancy projects from a variety of sectors, including retailing and communication services. He is also an affiliate professor at the Erasmus School of Economics in Rotterdam, The Netherlands. He obtained his Ph.D. in Business Economics from KU Leuven (Belgium), his MBA at the University of Tehran (Iran), and his B.A. in mechanical engineering. He has several years of experience working i...

PUBLICATIONS
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15 publications

Academic Articles

2025

VAFAINIA, S., R. ROODERKERK, E. BREUGELMANS, T. BIJMOLT

Decision support system development for store flyer space allocation: Leveraging own- and cross-category sales effects

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 42 (1), 113-132

Academic Articles

2025

VAFAINIA, S., E. BREUGELMANS, K. CLEEREN, S. VAN DER MAELEN

Depicting a holistic picture of the impact of conflict delistings: Consequences beyond the involved brands, retailer and categories

JOURNAL OF RETAILING

ESCP Impact Papers

2023

DESMICHEL, P., I. MAGGIONI, S. VAFAINIA

Non-Fungible Tokens: Are they really so futile?

ESCP Impact Papers, 2023-10-EN

Academic Articles

2021

VAFAINIA, S., E. BREUGELMANS, T. BIJMOLT

Evaluating the Impact of VAT-Free Promotion: The Role of Loyalty Program Membership and Category Characteristics

MARKETING LETTERS, 32(4), 455-476

Conference Proceedings

2020

VAFAINIA, S., T. BIJMOLT, E. BREUGELMANS

Do store flyers trigger cross-category sales? The moderating role of categories’ relatedness

European Marketing Academy

ESCP Impact Papers

2020

VAFAINIA, S

Marketing in post COVID-19 era: A guide for marketing managers

ESCP Impact Papers, 2020-07-EN

Academic Articles

2019

VAFAINIA, S.

Calling Customers to Take Action: The Impact of Incentive and Customer Characteristics on Direct Mailing Effectiveness

JOURNAL OF INTERACTIVE MARKETING, 45, 62-80

PhD / HDR Dissertation

2019

VAFAINIA, S

Empirical Investigations on the Effectiveness of Direct Marketing Communications

Univeristy of Leuven- Lirias, 138

Research and expertise

News & events

Events

Financial Institutions and Corporate Finance

04 June 2026 - 05 June 2025
07.00 am - 02.00 pm

Events

AI in Higher Education Summit 2026 – Paris, 17–18 March

17 - 18 March 2026
07.00 am - 05.20 pm

2025

AMA Summer Academic Conference

For the paper titled "Sober Irony: Reciprocal Spill-Over Effects of Advertising Alcohol-Free Products on Alcohol Sales"

Research and expertise

News & events

Events

Financial Institutions and Corporate Finance

04 June 2026 - 05 June 2025
07.00 am - 02.00 pm

Events

AI in Higher Education Summit 2026 – Paris, 17–18 March

17 - 18 March 2026
07.00 am - 05.20 pm

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Academic Articles

2025

Decision support system development for store flyer space allocation: Leveraging own- and cross-category sales effects

Academic Articles

2025

Depicting a holistic picture of the impact of conflict delistings: Consequences beyond the involved brands, retailer and categories

ESCP Impact Papers

2023

Non-Fungible Tokens: Are they really so futile?

Academic Articles

2021

Evaluating the Impact of VAT-Free Promotion: The Role of Loyalty Program Membership and Category Characteristics

Conference Proceedings

2020

Do store flyers trigger cross-category sales? The moderating role of categories’ relatedness

ESCP Impact Papers

2020

Marketing in post COVID-19 era: A guide for marketing managers

Academic Articles

2019

Calling Customers to Take Action: The Impact of Incentive and Customer Characteristics on Direct Mailing Effectiveness

PhD / HDR Dissertation

2019

Empirical Investigations on the Effectiveness of Direct Marketing Communications

Research and expertise

News & events

Events

Events

Best in Track Paper for the Data-Driven Social Impact in Mature and Emerging Markets track

2025

For the paper titled "Sober Irony: Reciprocal Spill-Over Effects of Advertising Alcohol-Free Products on Alcohol Sales"

Research and expertise

News & events

Events

Events