2017 MSI / H. Paul Root Award

Prize: Prize (including medals and awards)

Description

Awarded for his paper published in the Journal of Marketing in May 2017: “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?” (co-authored with Kusum Ailawadi and Harald van Heerde).

The award is given by members of the Journal of Marketing editorial review board to a paper that has made a significant contribution to the advancement of the practice of marketing, and is cosponsored by the American Marketing Association and the Marketing Science Institute.
Degree of recognitionInternational
OrganisationsJournal of Marketing editorial review board

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Marketing
Brand equity
Marketing mix