Kristof Geskens

Job Title : Research Fellow

Management Domain
Marketing & Sales

Expert in
Consumer Behaviour
Decision Making
Marketing & Sales
Choice Overload
Consumer Goals


Kristof Geskens is a PhD candidate in Marketing at Vlerick Business School and Ghent University. After obtaining his master degree in Applied Economics (KU Leuven), he started working for Euroclear and afterwards as consultant for Nielsen. After nearly two years of professional experience, Kristof decided to enter the academic world by joining Vlerick in 2007.

His main research interest lies at the crossroads between consumer behaviour and branding. Kristof conducted research at the Vlerick Brand Management Centre for three years and helped establishing the Vlerick Brand Community before being granted a scholarship from the Intercollegiate Centre for Management Science (ICM) for pursuing his PhD in 2010. In 2011-2012 he spent one year in Chicago,  as Visiting Pre-Doctoral Fellow at Kellogg School of Management, Northwestern University.



Articles in refereed journals with impact

Conference Presentations

  • Goedertier F. Geskens K. Carpenter G.  2013. How brands shape newness perceptions. Paper presented at ACR 2013: Making a difference, October 3-6, Chicago, United States.

  • Geskens K. Bonezzi A. Chernev A.  2012. How structured decisions lead to goal-inconsistent choices. Paper presented at 41th EMAC Conference, May 22-25, Lisbon, Portugal.

  • Geskens K. Goedertier F. Geuens M. Weijters B.  2011. Facilitating consumer choice through goal-based labels. Paper presented at 40th European Marketing Academy (EMAC) conference, May 24-27, Ljubljana, Slovenia.

  • Geskens K. Goedertier F. Weijters B. Geuens M.  2011. How Goal-Based Labels Drive Choice and Choice Satisfaction. Paper presented at Annual North American Conference, October 13-16, St. Louis, MO, United States.

  • Goedertier F. Geuens M. Weijters B. Geskens K.  2010. The positive effect of goal-based labeling on choice satisfaction. Paper presented at 4th German-French-Austrian conference on quantitative marketing, September 16-18, Vienna, Austria.

  • Zeugner-Roth K.P. Geskens K. Goedertier F. Weijters B.  2010. The relative importance of customer-company congruity in determining employer attractiveness: an examination. Paper presented at 6th International Conference of the AM's Brand, Identity and Corporate reputation SIG, April 9-11, Barcelona, Spain.

Doctoral dissertation

  • Geskens K.  2014. How goals affect consumer choice. Universiteit Gent (Promotor: Geuens M.).

Research reports

  • Debruyne M. Goedertier F. Geskens K.  2014. Financial happiness barometer. Vlerick Centre for Financial Services (CFSI). (175 p.)

  • Verstreken S. Goedertier F. Geskens K.  2012. Branding & Consumer behaviour: why do consumers buy what, and for which reasons?. 

  • Lehaen M. Geskens K. Goedertier F.  2011. Branding & Psychology. How to approach irrational consumer minds?. (49 p.)

  • Geskens K. Goedertier F.  2010. Too much Choice. How to cut through the brand clutter?. (56 p.)

  • Geskens K. Goedertier F.  2010. Branding in the Digital Age. Need for a new branding model?. (35 p.)

  • Geskens K. Zeugner-Roth K.P.  2010. Branding in a Global Context. How to manage your brand across boundaries?. (47 p.)

  • Goedertier F. Geskens K.  2010. Branding & Innovation. How can brands increase innovation success?. (56 p.)