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Journal of Marketing Insights in the Classroom

Brand Management Courses

Journal of Marketing Insights in the Classroom

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?
Datta, Hannes, Kusum Ailawadi, and Harald J. van Heerde (2017), “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?,” Journal of Marketing, 81 (3), 1-20.

Group Marketing: Theory, Mechanisms, and Dynamics:
Harmeling, Colleen M., Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang (2017) “Group Marketing: Theory, Mechanisms, and Dynamics,” Journal of Marketing, 81 (4), 1-24.​

New Product Design: Concept, Measurement, and Consequences:
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.​

The Informational Value of Social Tagging Networks:
Nam, Hyoryung and P.K. Kannan (2014), “The Informational Value of Social Tagging Networks,” Journal of Marketing, 78 (4), 21-40.​

Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers
Miller, Chadwick J., Michael A. Wiles, and Sungho Park (2019), “Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83 (1), 151-172.

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