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Replication package for "How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response", Journal of Marketing (Datta, Ailawadi, van Heerde 2017)

Home Page: https://doi.org/10.1509/jm.15.0340

R 82.05% Stata 16.19% Makefile 1.77%

brand-equity-journal-of-marketing's Introduction

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

Replication package for "How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?", Journal of Marketing (2017)

by Hannes Datta, Kusum Ailawadi, and Harald J. Van Heerde

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Publicly available data does not contain any of the raw data (other than the survey data for IRI category characteristics). Raw data is accessible for replication purposes, or can be obtained directly from IRI (see paper for data selection).

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