Customer-Based Brand Equity


AMS Review launches an article series by Sheth/JM award winning scholars. Kevin Keller offers a retrospective on his 1993 paper.

AMS Review’s New Series of Articles

AMS Review (AMSR) recently launched a new series of articles by award-winning scholars who have received the Sheth/JM Award for “long-term contributions to the discipline of marketing.” The overarching goal of this series of articles is to direct attention at seminal, award-winning articles in our field, create debate and discussion around significant ideas, and facilitate the generation of more impactful research.

As part of this series, the June 2016 issue of AMSR features an article on branding by Kevin Keller (Dartmouth University). This article provides an insightful retrospective and prospective discussion of his impactful 1993 JM paper (“Conceptualizing, Measuring, and Managing Customer-based Brand Equity) that won the Sheth/JM Award in 2002. The following leading scholars have provided valuable commentaries: Debbie John (University of Minnesota), Zeynep Gürhan-Canli et al. (Koc University), and Vanitha Swaminathan (University of Pittsburgh).

You can access these articles on AMSR’s website (click “All volumes and issues”):

Articles are available for free downloads for a limited time (until August 20, 2016). To ensure continued access to these and other forthcoming articles in this Series, please consider sending an email to your university library and request that they add this journal to their collection (ISSN: 1869-814X — print version; 1869-8182 – Online). Thanks!


Reflections on customer-based brand equity: perspectives, progress, and priorities
Kevin Lane Keller (Dartmouth College)

Customer-based strategic brand management: past progress and future challenges
Deborah Roedder John (University of Minnesota)

Customer-based brand equity in a technologically fast-paced, connected, and constrained environment?
Zeynep Gürhan-Canli (Koc University), Ceren Hayran (Koc University), Gülen Sarial-Abi (Bocconi University)