Conceptualizing, Measuring, and Managing Customer-Based ...

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Conceptualizing, Measuring, and Managing Customer-Based Brand EquityAuthor(s): Kevin Lane KellerSource: Journal of marketing , Vol. 57, No. 1 (Jan., 1993), pp. 1-22Published by: American marketing AssociationStable URL: .Accessed: 30/09/2013 12:03Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . .JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range ofcontent in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new formsof scholarship.

sponse to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service.

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