Reflections on customer-based brand equity: perspectives, progress, and priorities
Abstract
“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was 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 years. Here, I look back at that article and provide some perspective as to how it was...
Paper Details
Title
Reflections on customer-based brand equity: perspectives, progress, and priorities
Published Date
May 20, 2016
Journal
Volume
6
Issue
1
Pages
1 - 16
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Notes
History