000			01688nam a22002777a 4500
003			OSt
005			20251103163721.0
008			250910b |||||||| |||| 00| 0 eng d
020			_a1869-814X
020			_a1869-8182
040			_aEnglish _ctbs
041			_aEnglish
100			_aKeller, Kevin Lane _d1956- _92447
245			_aReflections on customer-based brand equity _c/ Kevin Lane Keller _b: perspectives, progress, and priorities
260			_bAMS Review _c2016
362			_aAMS Review. Volume 6, pages 1–16, (2016)
520			_a“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.
653			_aConsumer Behavior
653			_aHistoriography and Method
653			_aMixed Methods
653			_aResearch Methods in Language and Linguistics
653			_aSurvey Methodology
653			_aMarket Research and Competitive Intelligence
856			_uhttps://link-springer-com.hub.tbs-education.fr/article/10.1007/s13162-016-0078-z
942			_2lcc
999			_c5136 _d5136