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

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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).

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Authors and Affiliations

  1. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA, 15260, USA

    Vanitha Swaminathan

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  1. Vanitha Swaminathan
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Correspondence to Vanitha Swaminathan.

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Swaminathan, V. Branding in the digital era: new directions for research on customer-based brand equity. AMS Rev 6, 33–38 (2016). https://doi.org/10.1007/s13162-016-0077-0

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  • DOI: https://doi.org/10.1007/s13162-016-0077-0

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