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Saeid Vafainia is Assistant Professor of Marketing at the Paris campus. He is specialized in retailing and quantitative marketing. He is particularly interested in research on marketing communication effectiveness and customer relationship management, using big data. He obtained his Ph.D. in Business Economics from  KU Leuven (Belgium) and he has several years of experience working in FMCG sector.

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5 publications

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

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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