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

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...