: perspectives, progress, and priorities Keller, Kevin Lane 1956- creator text AMS Review 2016 monographic eng Eng lis h

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“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. / Kevin Lane Keller Consumer Behavior Historiography and Method Mixed Methods Research Methods in Language and Linguistics Survey Methodology Market Research and Competitive Intelligence 1869-814X 1869-8182 https://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z https://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z English 250910 20251103163721.0