Customer-based brand equity in a technologically fast-paced, connected, and constrained environment

Keller’s ( Journal of Marketing , 57 (1), 1–22, 1993 ) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes...

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Bibliographic Details
Published in:	AMS review 2016-06, Vol.6 (1-2), p.23-32
Main Authors:	Gürhan-Canli, Zeynep, Hayran, Ceren, Sarial-Abi, Gülen
Format:	Article
Language:	eng
Subjects:	Brand equity Brand management Business and Management Commentary Consumers Costs Counterfeiting Customer services Marketing Social Sciences Technology adoption Telephone banking Value chain
Online Access:	Get full text
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Summary:	Keller’s ( Journal of Marketing , 57 (1), 1–22, 1993 ) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments, and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness, and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.
ISSN:	1869-814X 1869-8182