How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
Hannes Datta, Kusum L. Ailawadi, & Harald J. van Heerde
| Year of publication: |
May 2017
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|---|---|
| Authors: | Datta, Hannes ; Ailawadi, Kusum L. ; Heerde, Harald J. van |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 81.2017, 3, p. 1-20
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| Subject: | brand equity | consumer-based brand equity | marketing metrics | market share models | marketing-mix elasticities | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketing | Marketingmanagement | Marketing management | Markenführung | Brand management | Marktanteil | Market share |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jm.15.0340 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011697740