All Stories

  1. How do consumers change the way they listen to music when adopting online streaming?

    Article • Marketing Science, September 2017, INFORMS

    George Knox, Hannes Datta

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

    Article • Journal of Marketing, May 2017, SAGE Publications

    Hannes Datta, Harald J van Heerde