Reflections on customer-based brand equity : perspectives, progress, and priorities
Keller, Kevin Lane 1956-
Reflections on customer-based brand equity : perspectives, progress, and priorities / Kevin Lane Keller - AMS Review 2016 - AMS Review. Volume 6, pages 1–16, (2016)
“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was one of the early thought pieces and review papers on branding in the field. Written to be a comprehensive bridge between the theory and practice of branding, it has received a large number of citations and several awards through the years. Here, I look back at that article and provide some perspective as to how it was developed, highlighting some of its main contributions. I also outline some of my subsequent related branding research, as well as that of others. Finally, I consider some future research priorities in branding, putting emphasis on the online and digital developments that have occurred since the publication of the article.
1869-814X 1869-8182
Consumer Behavior Historiography and Method Mixed Methods Research Methods in Language and Linguistics Survey Methodology Market Research and Competitive Intelligence
Reflections on customer-based brand equity : perspectives, progress, and priorities / Kevin Lane Keller - AMS Review 2016 - AMS Review. Volume 6, pages 1–16, (2016)
“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was one of the early thought pieces and review papers on branding in the field. Written to be a comprehensive bridge between the theory and practice of branding, it has received a large number of citations and several awards through the years. Here, I look back at that article and provide some perspective as to how it was developed, highlighting some of its main contributions. I also outline some of my subsequent related branding research, as well as that of others. Finally, I consider some future research priorities in branding, putting emphasis on the online and digital developments that have occurred since the publication of the article.
1869-814X 1869-8182
Consumer Behavior Historiography and Method Mixed Methods Research Methods in Language and Linguistics Survey Methodology Market Research and Competitive Intelligence
