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
Links:
- Paper at https://doi.org/10.1509%2Fjm.15.0340.
- (Survey) data at https://doi.org/10.34894/ELVF0J
- Replication files browsable version available at https://github.com/hannesdatta/brand-equity-journal-of-marketing
- R Package "Marketingtools" for model estimation available at https://github.com/hannesdatta/marketingtools
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).