Branding in the digital era: new directions for research on customer-based brand equity

Vanitha Swaminathan ()
Additional contact information
Vanitha Swaminathan: University of Pittsburgh

AMS Review, 2016, vol. 6, issue 1, No 4, 33-38

Abstract: Abstract The paper “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” in the Journal of Marketing by Keller (Journal of Marketing, 57(1), 1-22, 1993) on conceptualizing brand equity is path-breaking, and provided a much-needed organizing framework for the brand management topic. It is indeed an honor to be asked to provide a commentary on “Reflections on Customer-Based Brand Equity: Perspectives, Progress, and Priorities”. I articulate two separate ideas in writing this commentary: (1) Providing a critique of the framework described in Keller (Journal of Marketing, 57(1), 1-22, 1993); (2) Identifying promising new directions that can extend the framework and building on some of the suggestions provided in Keller (Academy of Marketing Science, 6 (1-2), 2016).

Keywords: Brands; Branding; Brand management; Customer-based brand equity; Digital branding (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s13162-016-0077-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0077-0

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-016-0077-0

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().