Customer-based brand equity in a technologically fast-paced, connected, and constrained environment

Zeynep Gürhan-Canli (), Ceren Hayran and Gülen Sarial-Abi
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Zeynep Gürhan-Canli: Koc University
Ceren Hayran: Koc University
Gülen Sarial-Abi: Bocconi University

AMS Review, 2016, vol. 6, issue 1, No 3, 23-32

Abstract: Abstract Keller’s (Journal of Marketing, 57(1), 1–22, 1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments, and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness, and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.

Keywords: Brand equity; Brand extensions; Digital developments; Technological advances; Constraints; Sustainability; Responsiveness; Innovativeness; Responsibility (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s13162-016-0079-y

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