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AMS Review

, Volume 6, Issue 1–2, pp 1–16 | Cite as

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

  • Kevin Lane KellerEmail author
Theory/Conceptual

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 

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Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  1. 1.Tuck School of BusinessDartmouth CollegeHanoverUSA

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