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 .American marketing Association is collaborating with JSTOR to digitize, preserve and extend access toJournal of This content downloaded from on Mon, 30 Sep 2013 12:03:07 PMAll use subject to JSTOR Terms and ConditionsKevin Lane Keller Conceptualizing, Measuring, and Managing Customer-Based Brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer.

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. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations).

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