How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

By Hannes Datta, Kusum L. Ailawadi, H. V. van Heerde. 2017

279 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e19b809172c64405a6656881eb433d85444912bb

Citations in the corpus

• The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, unknown): “This occurs because consumers’ more favorable brand evaluations can increase brands’ financial performance (Datta, Ailawadi, and Van Heerde 2017; Mizik 2014; Mizik and Jacobson 2008, 2009).”
• Sport Brands: Brand Relationships and Consumer Behavior (2020, unknown): “Th ese two measurement approaches are critical for brands, given that sales-based measures of brand equity represent marketplace manifestations of consumer brand perceptions (Datta, Ailawadi, & van Heerde, 2017).”