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Els Breugelmans

Els Breugelmans (PhD, University of Antwerp, 2005) is Full Professor of Marketing at KU Leuven, campus Antwerp, Faculty of Economics and Business. She is an expert in the domain of retailing, and does scientific research on a variety of retailing-related topics, including omni-channel shopping, loyalty programs and retailer-manufacturer relationships. She conducts rigorous and managerially relevant research, resulting in a win-win for her academic peers and collaborating companies. Her academic work has been published in major academic outlets such as Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Marketing Research and Journal of Retailing. She is also often consulted by media, to elucidate on retailing trends, from her academic perspective.


Big DataBusiness ModelsConsumer behaviourCrossborderE-commerceLogistiek en MobiliteitMarktonderzoekOnline MarketingRetailSocial mediaStore innovationWinkelgebieden



Hoang, D., Breugelmans E. (2022)

“Sorry, the product you ordered is out of stock”: Effects of substitution policy in online grocery retailing

Journal of Retailing


Vafainia, S., E. Breugelmans and T. Bijmolt, (2021)

Decomposition of VAT-Free Promotion Effects: The Role of Loyalty Program Membership and Category Characteristics

Marketing Letters

L. Kowalczyk, E. Breugelmans and K. Campo (2021)

It is not there, I love it! How relevance to objective needs of an unavailable item impacts emotions, store image and behavior

Journal of Retailing and Consumer Services