Consumer-Based Brand Equity

To better allocate marketing budgets, firms need to have information about marketing-mix elasticities for countries outside the North-Atlantic region. We estimate marketing elasticities for more than 1,600 brands from 7 developed and 7 emerging Indo-Pacific Rim countries.

This paper studies the extent to which CBBE manifests itself in SBBE and marketing mix response using ten years of IRI scanner and Brand Asset Valuator (BAV) data for 290 brands spanning 25 packaged good categories. This paper has received the MSI/Journal of Marketing's H. Paul Root Award (2017).