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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.

Customer-based brand equity is defined as the differential effect of brand knowledge on consumer re- 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

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