Reflections on customer-based brand equity / Kevin Lane Keller : perspectives, progress, and priorities

By:

Keller, Kevin Lane, 1956-

Material type: Text

TextLanguage: English Publication details: AMS Review 2016ISBN:

1869-814X
1869-8182

Subject(s):

Online resources:

Click here to access online

Summary: “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.

Holdings
Item type	Current library	Call number	URL	Status	Date due	Barcode
Academic Article	TBS Barcelona		Link to resource	Available

Browsing TBS Barcelona shelves Close shelf browser (Hides shelf browser)

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	Visual Elicitation of Brand Perception	A new measure of brand personality	What becomes an icon most	Reflections on customer-based brand equity : perspectives, progress, and priorities	Broadening the Concept of Marketing	Sustainability marketing beyond sustainable development : towards a degrowth agenda	Exploring the changing role of brand archetypes in customer-brand relationships : Why try to be a hero when your brand can be more?	Next

“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.

Click on an image to view it in the image viewer