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Publications by Kusum L. Ailawadi

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

Journal of Marketing

International Management

English

Findings—Retailer Promotion Pass-Through: A Measure, Its Magnitude, and Its Determinants

Marketing Science

International Management

English

Related publications

Measuring Brand Equity of Cosmeceuticals – A Case Using Consumer Based Brand Equity Model

Asian Journal of Pharmaceutical and Clinical Research

Pharmaceutical Science

English

Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models

The International Journal of Management Science and Business Administration

English

Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love

Journal of Business Research

English

Impact of Fashion Innovativeness on Consumer-Based Brand Equity

Journal of Consumer Marketing

International Management

English

Conceptualizing Employer-Based Brand Equity and Employer Brand Pyramid

European Scientific Journal, ESJ

English

The Influence of Consumer-Based E-Business Brand Equity on Websites

DEStech Transactions on Economics and Management

English

Interrelationships Between Viral Marketing and Purchase Intention via Customer-Based Brand Equity

Journal of Business and Management Sciences

English

A Commentary on “Conceptualising and Measuring Consumer-Based Brand–retailer–channel Equity”: A Review and Response

Journal of Retailing and Consumer Services

English

Building Brand Equity Through Corporate Societal Marketing

Journal of Public Policy and Marketing

International Management

English