Last edited by Tedal
Monday, April 13, 2020 | History

2 edition of Conceptualizing, measuring, and managing customer-based brand equity found in the catalog.

Conceptualizing, measuring, and managing customer-based brand equity

Kevin Lane Keller

Conceptualizing, measuring, and managing customer-based brand equity

  • 263 Want to read
  • 7 Currently reading

Published by Marketing Science Institute in Cambridge, Mass .
Written in English

    Subjects:
  • Consumer behavior,
  • Consumers" preferences,
  • Brand choice

  • Edition Notes

    StatementKevin Lane Keller
    SeriesReport -- no. 91-123, Report (Marketing Science Institute) -- no. 91-123
    ContributionsMarketing Science Institute
    The Physical Object
    Pagination41 p. :
    Number of Pages41
    ID Numbers
    Open LibraryOL14706824M

    Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name).   Keller K. ()“Conceptualizing measuring managing customer-based brand equity” Journal of Marketing Vol. 57 No. 1 pp. Khan S. and Rohi S. () “Investigating The Factors Affecting Youth Brand Choice For Mobile Phones Purchase-A Study Of Private Universities Students Of Peshawar” Management & Marketing Vol. 8 No. 2 pp. Author: Macías Washington, Espinoza Shirley, Gutiérrez Lisset, Rodríguez Regina. Get this from a library! Strategic brand management: building, measuring, and managing brand equity. [Kevin Lane Keller] -- For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building.


Share this book
You might also like
Alabama automobile insurance law

Alabama automobile insurance law

Bile pigments

Bile pigments

The counter-revolution of science

The counter-revolution of science

Comments on two costing approaches for time-differentiated rates

Comments on two costing approaches for time-differentiated rates

Proceedings of the Symposium on Electromagnetic Wave Theory, the University of Michigan, Ann Arbor, Michigan, June 20 - June 25, 1955

Proceedings of the Symposium on Electromagnetic Wave Theory, the University of Michigan, Ann Arbor, Michigan, June 20 - June 25, 1955

A celebration of mothers

A celebration of mothers

History of the steam-jet, as applicable to the ventilation of coal mines

History of the steam-jet, as applicable to the ventilation of coal mines

Pasta, Fried Rice, and Matzoh Balls

Pasta, Fried Rice, and Matzoh Balls

The Port Chicago Mutiny

The Port Chicago Mutiny

Soils in Montana

Soils in Montana

Guide to kulchur.

Guide to kulchur.

winged destiny

winged destiny

Comparative island archaeologies

Comparative island archaeologies

Writers Express 3rd Edition Plus 5.0 Cd Plus Desk Dictionary

Writers Express 3rd Edition Plus 5.0 Cd Plus Desk Dictionary

Conceptualizing, measuring, and managing customer-based brand equity by Kevin Lane Keller Download PDF EPUB FB2

Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in by: Customer- based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory.

Issues in building, managing, and measuring customer-based brand equity am discussed. The paper also presents managerial implications and areas where future research is needed. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer.

Customer-based brand equity is defined as the differential effect of brand knowledge on consumer re- sponse to the marketing of the brand. Keller, K.L. () Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.

Journal of Marketing, 57, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. This paper introduces the concept of measuring brand equity, defined as the differential effect that brand knowledge has on consumer response to marketing activity for that brand.

Over the last two decades, it has impacted significantly on both theory and practice with regard to issues in building, measuring and managing and managing customer-based brand equity book equity.

Conceptualized based on measuring network memory model, this examines brand equity from the perspective of the individual consumer (Keller ).Author: Krishnan Jeesha, Keyoor Purani. Keller, K.L. () Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.

The Journal of Marketing, 57, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Conceptualizing, measuring, and managing customer-based brand equity. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Created Date: Z.

Re-conceptualizing customer-based destination brand equity In addition, it was emphasized that the management process for brand equity can be improved through ensuring the good T.

Duman, O. Ozbal, M. DuerodThe role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Cited by: 7. employer-based brand equity. Brand equity is “a set of brand assets and liabilities linked to a brand, its.

name and symbol that add to or subtract from the value provided by a product or service to a firm and/or. to that firm’s customers” (Aaker,p. 15). samenvatting paper keller - conceptualizing measuring and managing customer-based brand equity. samenvatting paper keller - conceptualizing measuring and managing customer-based and managing customer-based brand equity book equity.

Login Sell. What do you want to do. Upload document; 3/5(3). Conceptualizing, measuring, and managing customer-based brand Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the.

Our results suggest that the quality of the brand as relationship partner accounts on average for 67% of the BRQ variance. However, there are some industries where the quality of the brand as interaction platform explains up to 47% of BRQ.

Conceptualizing Measuring, and Managing Customer Based Brand Equity (Working Paper 91 ) (Photocopy Ed.) by. Based on the Keller brand pyramid this is an attempt to build similar pyramid for employer brand and see if same concepts of customer based brand equity can be used to conceptualize the idea of.

Get this from a library. Conceptualizing, measuring, and managing customer-based brand equity. [Kevin Lane Keller; Marketing Science Institute.]. Consumer Based Brand Equity. “Conceptualizing, Measuring, and Managing Customer - Based Brand. measuring, and managing customer-based brand equity are discussed, as well as areas for Author: Seymur Guliyev.

“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing inwas 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 by: A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same.

Building, Measuring, and Managing Brand Equity Strategic Brand Management 1 29/12/ Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (CBBE) - Keller, Abstract The article provides a conceptual model of brand equity from the perspective of the individual consumer (see figure 1).

Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

DOI: / Corpus ID: Conceptualizing, Measuring, and Managing Customer-Based Brand Equity: @inproceedings{KellerConceptualizingMA, title={Conceptualizing, Measuring, and Managing Customer-Based Brand Equity:}, author={Kevin Lane Keller}, year={} }. Conceptualizing and measuring brand salience.

Jenni Romaniuk and Byron Sharp. Marketing Theory 4: 4, Measuring, and Managing Customer-Based Brand Equity Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Show details.

Double Jeopardy Revisited Cited by: Managing Hotel Brand Equity: A Customer-Centric Framework for Assessing Performance. Abstract [Excerpt] Building brand equity, or strong brands, is considered to be one of the key drivers of a business’s success.

In this article we examine what constitutes brand equity in. Bottomley, P. and Doyle, J. The interactive effects of colors and products on perceptions of brand logo appropriateness - Marketing Theory. Introduction: the pressure to measure. It is a heady time for marketing performance measurement.

In the past several years the pressure to measure the performance of marketing better has become relentless from both corporate managers and the academics and consultants who work with by: 5. Branding and Marketing W1. Blog.

2 May Take your HR comms to the next level with Prezi Video; 30 April His article, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" received the Harold H.

Maynard award for the Journal of Marketing article making the most significant contribution to marketing theory and thought. His article, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" received the Harold H.

Maynard award for the Journal of Marketing article making the most significant contribution to marketing theory and thought/5(). Strategic Brand Management: Building, Measuring, And Managing Brand Equity, Global Edition Keller, K.l.

And Swaminathan, V. Strategic Brand Management, Building, Measuring, And Managi Managing Brand Equity Managing Brand Equity Pdf Aaker Managing Brand Equity Srategic Brand Managment:creating And Sustaining Brand Equity Strategic Brand Management Keller Pdf 4th Edition Strategic Brand.

What is Brand Equity. A brand is not just a logo or a name, because for a consumer a brand reflects a certain emotion or association. and managing customer-based brand equity. the Journal of Marketing, Keller, K. L., Parameswaran, M. G., & Jacob, I. Strategic brand management: Building, measuring, and managing brand equity /5(19).

Keller KL. () Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57(1): Keller, K.L. () Strategic Brand Management: Building, Measuring and Managing Brand Equity.

Upper Saddle River NJ: Prentice Hall Keller, K.L. () Strategic Brand Management. 2nd edition. Upper Saddle River, NJ. A framework for measuring customer-based brand equity Definition of brand equity Customer-based brand equity has been defined as the differential effect of brand knowledge on consumer response to the marketing of the brand (Kamakura and Russell, ).

Thus brand equity is conceptualized from theFile Size: KB. Brand equity - Business/Marketing bibliographies - in Harvard style. Change style powered by CSL. Popular and Managing Customer-Based Brand Equity - Journal of Marketing.

In-text: (Keller, ) Your Bibliography: Keller, K., Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), p Kevin Lane Keller Conceptualizing, Measuring, and Managing Customer-Based Brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer.

Customer-based brand equity is defined as the differential effect of brand knowledge on consumer re- sponse to the marketing of the brand. Keller, KL., (), Conceptualizing, measuring, and managing customer-based brand equity.

Journal of Marketing, 57(1), The purpose of this research is to determine the relationship between the elements of customer-based brand equity. questionnaire was gained through convenience sample. Data was analyzed with SPSS AMOS Downloadable (with restrictions).

Abstract “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing inwas 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 Cited by:. Article 1: Keller, Kevin Lane () “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57, 1, Constructs: * Consumer based brand equity: The differential effect of brand knowledge on consumer response to the marketing of the brand.Downloadable (with restrictions)!

Abstract The paper “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” in the Journal of Marketing by Keller (Journal of Marketing, 57(1),) 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 Cited by: 8.In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its ping a good relationship with target markets is essential for brand management.