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

Hannes Datta, Kusum L. Ailawadi, H.J. van Heerde

Research output: Other contribution

Name	JM Insights in the Classroom

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Category characteristics for IRI Marketing Science Dataset
Datta, H., Ailawadi, K. L. & van Heerde, H. J., 1 May 2018
Research output: Online publication or Non-textual form › Database

Open Access
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 journal › Article › Scientific › peer-review

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@misc{b6f6a6711a7749e8b8a65202bfb9f5c2,

title = "Teaching material for: How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?",

author = "Hannes Datta and Ailawadi, {Kusum L.} and {van Heerde}, H.J.",

year = "2019",

month = feb,

day = "5",

language = "English",

series = "JM Insights in the Classroom",

type = "Other",

}