Hannes Datta

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

Hannes Datta, Kusum L. Ailawadi, Harald J. van Heerde · Journal of Marketing · 2016 · 284 citations · Full text

Business, Marketing, Marketing Management +13

Changing Their Tune: How Consumers’ Adoption of Online Streaming Affects Music Consumption and Discovery

Hannes Datta, George Knox, Bart J. Bronnenberg · Marketing Science · 2017 · 273 citations · Full text

Humanities, Marketing, Audience Studies +16

Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products

Peter C. Verhoef, Andrew T. Stephen, P.K. Kannan et al. · Journal of Interactive Marketing · 2017 · 257 citations · Full text

Computing, Information Technology, Marketing +17

Fields of Gold: Scraping Web Data for Marketing Insights

Johannes Boegershausen, Hannes Datta, Abhishek Borah et al. · Journal of Marketing · 2022 · 130 citations · Full text

Business, Marketing, Marketing Management +11

Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim Economies

Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe et al. · Journal of Marketing Research · 2021 · 41 citations · Full text

Business, Business Economics, Marketing +13