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

Conceptualizing, Measuring, and Managing Customer-Based Brand EquityAuthor(s): Kevin Lane KellerSource: Journal of Marketing, Vol. 57, No. 1 (Jan., 1993), pp. 1-22 Published by: American Marketing AssociationStable URL: .Accessed: 30/09/2013 12:03 Your 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. For more information about JSTOR, please contact.

because of its strong association with the product cat- egory. Consumer knowledge most strongly linked to Pepsi should also then come to mind, such as per- ceptions of its taste, sugar and caffeine content, or even recalled images from a recent advertising cam- paign or past product experiences. Consistent with an associative network memory

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