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Building and leveraging sports brands : evidence from 50 years of German professional soccer

Wetzel, Hauke; Hattula, Stefan; Hammerschmidt, Maik; … - In: Journal of the Academy of Marketing Science 46 (2018) 4, pp. 591-611

Persistent link: https://www.econbiz.de/10011911263

The link between brand equity and on-field performance in professional sports : an exploratory study

Hattula, Stefan - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 3, pp. 154-166

Persistent link: https://www.econbiz.de/10011933915

Integration als Garant erfolgreicher Markenkommunikation : eine empirische Untersuchung im B-to-B-Markt

Bauer, Hans H.; Donnevert, Tobias; Wetzel, Hauke; … - In: B-to-B-Markenführung : Grundlagen, Konzepte, Best Practice, (pp. 613-634). 2010

Persistent link: https://www.econbiz.de/10003910049

Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis

Weiger, Welf H.; Wetzel, Hauke; Hammerschmidt, Maik - In: Journal of service management 28 (2017) 1, pp. 133-156

Persistent link: https://www.econbiz.de/10011655001

Building brands

Ataman, M. Berk; Mela, Carl F.; Heerde, Harald J. van - In: Marketing science : the marketing journal of the … 27 (2008) 6, pp. 1036-1054

Persistent link: https://www.econbiz.de/10003791786

The brand switching fraction of promotion effects : unit sales versus elasticity decompositions

Heerde, Harald J. van; Gupta, Sachin; Wittink, Dick R. - 2002

Persistent link: https://www.econbiz.de/10001716127

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

Leveraging brand equity for effective visual product design

Heitmann, Mark; Landwehr, Jan Rüdiger; Schreiner, Thomas F. - In: Journal of marketing research 57 (2020) 2, pp. 257-277

Persistent link: https://www.econbiz.de/10012180465

Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No, it is 1/3

Gupta, Sachin; van Heerde, Harald J.; Wittink, Dick R. - 2008

Several researchers have decomposed sales promotion elasticities based on household scanner panel data. A key result is that the majority of the sales promotion elasticity, about 74 percent on average, is attributed to secondary demand effects (brand switching) and the remainder to primary...

Persistent link: https://www.econbiz.de/10014071803