MSI/H. Paul Root Award

The 2017 MSI/H. Paul Root Award was awarded to Hannes Datta, Kusum L. Ailawadi and Harald J. van Heerde for their article, “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? which was published in the May 2017 issue of the Journal of Marketing, (Volume 81, Issue 3). The authors uncover a fairly strong positive association of sales-based brand equity with three dimensions of consumer-based brand equity—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation.

Hannes Datta is Associate Professor at the Tilburg School of Economics and Management at Tilburg University.

Kusum Ailawadi is the Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business at Dartmouth.

Harald van Heerde is the Research Professor of Marketing at Massey University of New Zealand.

This award is named in honor of H. Paul Root, who was President of MSI from 1990 to 1998. It is given by members of the Journal of Marketing editorial review board to a paper that has made a significant contribution to the advancement of the practice of marketing and is cosponsored by the American Marketing Association and the Marketing Science Institute.