The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
Brands and Branding: Research Findings and Future Priorities
Abstract
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
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Cites
A New Approach to Consumer Theory
Lancaster, K. J. (1966) · Journal of Political Economy · doi:10.1086/259131 · Cited by 8,471
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Fournier, S. (1998) · Journal of Consumer Research · doi:10.1086/209515 · Cited by 7,542
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004) · Journal of Marketing Research · doi:10.1509/jmkr.41.1.7.25084 · Cited by 849
Self-citationThe Financial Information Content of Perceived Quality
Aaker, D. A., & Jacobson, R. (1994) · Journal of Marketing Research · doi:10.2307/3152193 · Cited by 789
The Remembering and Forgetting of Advertising
Zielske, H. A. (1959) · Journal of Marketing · doi:10.1177/002224295902300301 · Cited by 214
Cited by
Customer experience creation: Determinants, dynamics and management strategies
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009) · Journal of Retailing · doi:10.1016/j.jretai.2008.11.001 · Cited by 3,140
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Godes, D., & Mayzlin, D. (2009) · Marketing Science · doi:10.1287/mksc.1080.0444 · Cited by 837
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.6.128 · Cited by 533
Generating global brand equity through corporate social responsibility to key stakeholders
Torres, A., Bijmolt, T. H. A., Tribó, J. A., & Verhoef, P. (2012) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2011.10.002 · Cited by 323
American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research
Diamond, N., Sherry, J. F., Muñiz, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.3.118 · Cited by 305
Metadata
- Authors
- Keller, K. L., & Lehmann, D. R.
- Venue
- Marketing Science
- Published
- 2006-11
- Volume
- 25
- Issue
- 6
- Pages
- 740-759
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2111771113
- Cited by
- 2,323
- References
- 7
- FWCI
- 114.97
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
