Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Keller presents a consumer-level model of brand equity, defined as the difference in how consumers respond to a brand's marketing compared with an unnamed version of the same product. Brand knowledge is split into awareness and image, image being a set of associations, within an associative memory framework. Positive equity requires that consumers recognise the brand and hold favourable, strong and unique associations. Journal of Marketing 57(1), 1-22, 1993. The full text was not read.
Keller presents a consumer-level model of brand equity, defined as the difference in how consumers respond to a brand's marketing compared with an unnamed version of the same product. Brand knowledge is split into awareness and image, image being a set of associations, within an associative memory framework. Positive equity requires that consumers recognise the brand and hold favourable, strong and unique associations. Journal of Marketing 57(1), 1-22, 1993. The full text was not read.
Written from the abstract and bibliographic record from Crossref, 2026-11-03 (title also recorded in the vault from batch 19 row 345); full text not read.
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Recorded when this source was checked, figures included, with page references and quotation marks removed.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. doi:10.1177/002224299305700101 https://doi.org/10.1177/002224299305700101