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.

sumer and a conceptual framework is provided of what consumers know about brands and what such knowl- edge implies for marketing strategies. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. That is, customer-based brand equity in-

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  Framework, Conceptual, Brand, A conceptual framework

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