TY  - BOOK
AU  - Keller, Kevin Lane
TI  - Reflections on customer-based brand equity: : perspectives, progress, and priorities
SN  - 1869-814X 
PY  - 2016///
PB  - AMS Review 
KW  - Consumer Behavior
KW  - Historiography and Method
KW  - Mixed Methods
KW  - Research Methods in Language and Linguistics
KW  - Survey Methodology
KW  - Market Research and Competitive Intelligence
N2  - “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
UR  - https://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z
ER  -