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~isPartOf:"Journal of marketing"
~person:"Ailawadi, Kusum L."
~person:"Pauwels, Koen"
~subject:"Innovation"
~subject:"Innovationsmanagement"
~subject:"Markenführung"
~subject:"Marketing theory"
~subject:"Marketingtheorie"
~subject:"Theory"
~subject:"Unternehmen"
~subject:"Öffentlichkeitsarbeit"
~type_genre:"Article in journal"
~type_genre:"Fallstudiensammlung"
~type_genre:"Graue Literatur"
~type_genre:"Mehrbändiges Werk"
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How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
Datta, Hannes
;
Ailawadi, Kusum L.
;
Heerde, Harald J. van
- In:
Journal of marketing
81
(
2017
)
3
,
pp. 1-20
Persistent link: https://www.econbiz.de/10011697740
Saved in:
2
Product innovations, advertising, and stock returns
Srinivasan, Shuba
;
Pauwels, Koen
;
Silva-Risso, Jorge M.
; …
- In:
Journal of marketing
73
(
2009
)
1
,
pp. 24-43
Persistent link: https://www.econbiz.de/10003815498
Saved in:
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