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    5037 AB Tilburg

    Netherlands

Accepting PhD Students

20152019
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Research Output 2015 2019

  • 4 Article
  • 1 Data set/Database
  • 1 Other contribution
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Article
2018

Changing their tune: How consumers' adoption of online streaming affects music consumption and discovery

Datta, H., Knox, G. & Bronnenberg, B., Jan 2018, In : Marketing Science. 37, 1, p. 5-21

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Music
Experimentation
Ownership
Digital music
Purchasing
2017

Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products

Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N. M., Hoffman, D. L., Hu, M., Novak, T. P., Rand, W. & Zhang, Y., Nov 2017, In : Journal of Interactive Marketing. 40, p. 1-8

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Connectivity
Internet of things
Information sharing
Firm strategy
Interconnection
1263 Downloads (Pure)

How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?

Datta, H., Ailawadi, K. L. & van Heerde, H. J., May 2017, In : Journal of Marketing. 81, 3, p. 1-20

Research output: Contribution to journalArticleScientificpeer-review

Open Access
File
Brand equity
Marketing mix
Assets
Market share models
Marketing
2015
92 Downloads (Pure)

The challenge of retaining customers acquired with free trials

Datta, H., Foubert, B. & van Heerde, H. J., Apr 2015, In : Journal of Marketing Research. 52, 2, p. 217-234

Research output: Contribution to journalArticleScientificpeer-review

Open Access
File
Marketing communications
Customer lifetime value
Customer retention
Unobserved heterogeneity
Digital TV