01688nam a22002777a 4500 OSt 20251103163721.0 250910b |||||||| |||| 00| 0 eng d 1869-814X 1869-8182 English tbs English Keller, Kevin Lane 1956- 2447 Reflections on customer-based brand equity / Kevin Lane Keller : perspectives, progress, and priorities 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. Consumer Behavior Historiography and Method Mixed Methods Research Methods in Language and Linguistics Survey Methodology Market Research and Competitive Intelligence https://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z lcc 0 0 lcc 0 0 TBS TBS 2025-11-03 0 2025-11-03 https://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z 2025-11-03 ARTICLE 5136 5136