Department of Marketing

Assistant professor

Room: SOL/C3.09
E-mail: cpi.marktg@cbs.dk

Constant Pieters is an Assistant Professor of Marketing at Copenhagen Business School. Prior to joining CBS, he was a Lecturer of Marketing at Tilburg University, where he also earned his Ph.D.

Constant’s ongoing research focuses on quantitative business and marketing research methods, as well as their substantive applications in marketing strategy and consumer research. His research on the comparative performance of moderation methods is published in the Journal of Marketing Research. He also published on the theorization and testing of U-shaped relationships with and without moderation in the Strategic Management Journal. Constant has been presenting his research at international conferences.

In terms of teaching, Constant has been responsible for the coordination, development, and delivery of fundamental and applied courses in quantitative marketing research and analytics domains. He has also been an active MSc. thesis coach.

Constant received a Ph.D. in Marketing (2020), a Research MSc. degree in Business: Marketing (2014), an MSc. degree in Marketing Research (2012), and a BSc. degree in Business Administration (2011), all at Tilburg University.

Primary research areas
  • Applied business and marketing research methods
  • Latent variable models
  • Non-linear regression
  • Construct validation
  • Meta-analysis


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Constant prefers coaching quantitative and mixed-methods projects. Students can contact him for potential supervision by sending him a proposal. Student thesis projects should be ambitious and should aim to be of high academic quality.

Selected publications

Pieters, Constant, Rik Pieters, and Aurélie Lemmens (2022), “Six Methods for Latent Moderation Analysis in Marketing Research: A Comparison and Guidelines,” Journal of Marketing Research, 59 (5), 941-962.

Haans, Richard F. J., Constant Pieters, and Zi-Lin He (2016), “Thinking about U: Theorizing and Testing U- and Inverted U-Shaped Relationships in Strategy Research,” Strategic Management Journal, 37 (7), 1177-1197 (lead article).


Publications sorted by:
Adam Lindgreen; C. Anthony Di Benedetto; Constant Pieters / How to Develop a Strong Research Culture
In: Industrial Marketing Management, Vol. 111, 2023, 9 p., p. A1-A9
Editorial > peer review
Constant Pieters / Process Analysis for Marketing Research : An Abstract.
In: Celebrating the Past and Future of Marketing and Discovery with Social Impact: 2021 AMS Virtual Annual Conference and World Marketing Congress. . ed. /Juliann Allen; Bruna Jochims; Shuang Wu. Cham : Springer 2022, p. 433-434 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)
Article in proceedings > peer review
Constant Pieters; Rik Pieters; Aurélie Lemmens / Six Methods for Latent Moderation Analysis in Marketing Research : A Comparison and Guidelines.
In: Journal of Marketing Research, Vol. 59, No. 5, 10.2022, p. 941-962
Journal article > peer review
Richard F. J. Haans; Constant Pieters; Zi-Lin He / Thinking About U : Theorizing and Testing U- and Inverted U-shaped Relationships in Strategy Research.
In: Strategic Management Journal, Vol. 37, No. 7, 7.2016, p. 1177-1195
Journal article > peer review