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

Hannes Datta, Kusum L. Ailawadi and H.J. van Heerde
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Hannes Datta: Tilburg University, School of Economics and Management
H.J. van Heerde: Tilburg University, School of Economics and Management

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Date: 2016
New Economics Papers: this item is included in nep-ind, nep-ipr and nep-mkt
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