Hannes Datta
Hannes Datta
Associate Professor of Marketing, Tilburg University
Verified email at tilburguniversity.edu - Homepage
TitleCited byYear
How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
H Datta, KL Ailawadi, HJ Van Heerde
Journal of Marketing 81 (3), 1-20, 2017
802017
Changing their tune: How consumers’ adoption of online streaming affects music consumption and discovery
H Datta, G Knox, BJ Bronnenberg
Marketing Science 37 (1), 5-21, 2017
702017
The challenge of retaining customers acquired with free trials
H Datta, B Foubert, HJ Van Heerde
Journal of Marketing Research 52 (2), 217-234, 2015
652015
Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products
PC Verhoef, AT Stephen, PK Kannan, X Luo, V Abhishek, M Andrews, ...
Journal of Interactive Marketing 40, 1-8, 2017
472017
Usage rates, Facebook likes, and online piracy: Using big data to manage entertainment products
H Datta, B Foubert, D Papies
Facebook Likes, and Online Piracy: Using Big Data to Manage Entertainment …, 2013
12013
Universality or Differences in Marketing Elasticities in Emerging versus Developed Markets? The Moderating Role of Brand Equity
H Datta, HJ van Heerde, M Dekimpe, J Steenkamp
2019
Teaching material for: How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?
H Datta, KL Ailawadi, HJ van Heerde
2019
Category characteristics for IRI Marketing Science Dataset
H Datta, KL Ailawadi, HJ van Heerde
2018
It’s in the way that you use it: usage behavior, sales performance, and their interrelationships
H Datta
Maastricht University, 2014
2014
Are Free Trial Customers Worth Less Than Regular Customers?
H Datta, B Foubert, H van Heerde
ACR Asia-Pacific Advances, 2012
2012
The Impact of Free-Trial Acquisition on Customer Usage, Retention, and Lifetime Value
H Datta, B Foubert, HJ van Heerde
The system can't perform the operation now. Try again later.
Articles 1–11