Reflections on customer-based brand equity: perspectives, progress, and priorities

Kevin Lane Keller ()
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Kevin Lane Keller: Dartmouth College

AMS Review, 2016, vol. 6, issue 1, No 1, 16 pages

Abstract: Abstract “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.

Keywords: Brands; Branding; Brand equity; Customer-based brand equity; Brand management (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (61)

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DOI: 10.1007/s13162-016-0078-z

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