Branding and brand equity

By Kevin Lane Keller. 2002

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Citations in the corpus

Panel Data Discrete Choice Models of Consumer Demand (2013, background): “In the learning model of Erdem and Keane (1996), which Keller (2002) calls ―the canonical economic model of brand equity,‖ consumers are risk averse with respect to variability in brand quality.”
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit (2008, unknown): “Compared to launching a new product under a new brand name, brand extensions can increase the efficiency of promotional efforts, improve access to distribution channels, and reduce consumers' perceived risk of purchasing a product or service (Keller, 2002).”
Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking (2007, background): “Higher perceptions of brand extension fit result in more favorable extension evaluations (see Keller 2002).”
Invited Paper - Learning Models: An Assessment of Progress, Challenges, and New Developments (2011, unknown): “(Of course, there are also a number of psychology-based models – see Keller (2002) for an overview). discuss the rest of the literature.”
The consumer psychology of brands (2012, methodology): “For example, Keller (2002) provided an exhaustive review of the literature on brands and brand equity.”
Brand Effects on Choice and Choice Set Formation Under Uncertainty (2007, background): “, associative network memory), sociological (such as brand communities), and economic processes (brands as signals under uncertainty) (Keller 2002).”
Extending Culturally Symbolic Brands: A Blessing or a Curse? (2012, background): “Interestingly, the majority of the prior branding literature has focused primarily on the role of perceived fit in determining brand extension evaluation and success (Broniarczyk and Alba 1994; Keller 2002; Loken and John 1993; Park, Milberg, and Lawson 1991).”
A Structural Perspective on the Experimentalist School (2010, unknown): “See Keller (2002) for an overview.”