| 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 | 101 | 2017 |
| 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, 2018 | 77 | 2018 |
| 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 | 69 | 2015 |
| 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 | 62 | 2017 |
| 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 | 1 | 2013 |
| 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 | | |
Harald J. van HeerdeUniversity of New South WalesVerified email at unsw.edu.au
