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

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  • Kevin Lane Keller

    (Dartmouth College)

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.

Suggested Citation

  • Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0078-z
    DOI: 10.1007/s13162-016-0078-z
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    References listed on IDEAS

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