Example frameworks

Example 1:

Datta, H., Foubert, B., & Van Heerde, H. J. (2015). The challenge of retaining customers acquired with free trials. Journal of Marketing Research, 52(2), 217-234.

Conceptual Framework Example 1

Example 2

Hannes Datta, Kusum L. 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: May 2017, Vol. 81, No. 3, pp. 1-20.

Conceptual Framework Example 2