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Branding in developing markets
Lane Keller, Kevin; Moorthi, Y.L.R. - In: Business horizons 46 (2003) 3, pp. 49-60
Persistent link: https://www.econbiz.de/10006170118
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Reflections and Reviews - Brand Synthesis: The Multidimensionality of Brand Knowledge
Lane Keller, Kevin - In: Journal of consumer research : JCR ; an … 29 (2003) 4, pp. 595-600
Persistent link: https://www.econbiz.de/10006651171
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The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution
Sood, Sanjay; Lane Keller, Kevin - In: Journal of marketing research : JMR 49 (2012) 3, pp. 373-383
Persistent link: https://www.econbiz.de/10009985825
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Brands That Transcend - How to navigate the future of brand management
Lane Keller, Kevin - In: Marketing management : a quarterly business management … 20 (2011) 2, pp. 36-44
Persistent link: https://www.econbiz.de/10009252858
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How Social-Cause Marketing Affects Consumer Perceptions - A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is...
Bloom, Paul N.; Hoeffler, Steve; Keller, Kevin Lane; … - In: MIT sloan management review 47 (2006) 2, pp. 49-55
Persistent link: https://www.econbiz.de/10006228676
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Three Questions You Need to Ask About Your Brand - A brand has to do more than just stand out. It has to fit in, too. A product's similarities to the competition are more important...
Keller, Kevin Lane; Sternthal, Brian; Tybout, Alice - In: Harvard business review : HBR (2002), pp. 80-87
Persistent link: https://www.econbiz.de/10005940351
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The Effects of Ingredient Branding Strategies on Host Brand Extendibility
Desai, Kalpesh Kaushik; Keller, Kevin Lane - In: Journal of marketing 66 (2002) 1, pp. 73-93
Persistent link: https://www.econbiz.de/10005945002
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Keller, Kevin Lane - In: Journal of marketing 57 (1993) 1, pp. 1-22
Persistent link: https://www.econbiz.de/10006008222
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MANAGER'S TOOL KIT - The Brand Report Card - Most managers can identify only a few areas in which their brands excel or may need help. Here's a systematic way to assess your brand...
Keller, Kevin Lane - In: Harvard business review : HBR 78 (2000) 1, pp. 147-158
Persistent link: https://www.econbiz.de/10005962032
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The Effects of Brand Name Suggestiveness on Advertising Recall
Keller, Kevin Lane; Heckler, Susan E.; Houston, Michael J. - In: Journal of marketing 62 (1998) 1, pp. 48-57
Persistent link: https://www.econbiz.de/10005979232