Kevin Lane Keller
Biographic Data
| ID | 169116 |
|---|---|
| NAME | Kevin Lane Keller |
| GIVEN NAMES | Kevin Lane |
| FAMILY NAME | Keller |
| SIGNATURE | KELLER K L |
| AFFILIATIONS | Dartmouth College |
| ORCID | 0000-0001-5836-4315 |
| VERIFIED | Yes |
| TOTAL WORKS | 18 |
| TOTAL CITATIONS | 101 |
| WORKS AS AUTHOR | 16 |
| WORKS AS EDITOR | 2 |
| FIRST PUBLICATION YEAR | 1987 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 5 |
Are Brands Wasting Money On Sport Sponsorships
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
The Future of Brands and Branding
Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being de…
From Mix-and-Match to Head-to-Toe
Consumers use brands in many combinations, from mixing-and-matching multiple brands (e.g., Nike shoes, Puma shirt, and Asics shorts) to using products primarily or solely from one brand (e.g., Nike shoes, shirt, and shorts). This work explores how such combinations affect observers' trust in another consumer's recommendations. Comparing two combination types-mixed-brand combinations (where all/most branded products are from different brands) and …
The Curse of the Original
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand's original, flagship product-even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand's longevity, consumers …
Leveraging secondary associations to build brand equity
One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building – the brand resona…
Understanding Sponsorship
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
Consumer Research Insights on Brands and Branding
Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmit…
Marketing Management
Marketing Management
Brands and Branding
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the bra…
Brand Familiarity and Advertising Repetition Effects
A crucial communication task for unknown brands is to build the knowledge in consumers' minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed…
Brand Synthesis
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledg…
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response 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 elemen…
Memory and Evaluation Effects in Competitive Advertising Environments
A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluations of brands. The number and valence of competing ads, presence of ad retrieval cues, and valence of target ads were manipulated. A high level of competitive advertising varying in valence produced interference effects for recall and evaluations. Ad retrieval cues offset these effects and enhanced rec…
Consumer Evaluations of Brand Extensions
Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception …
Assessing Biases in Measuring Decision Effectiveness and Information Overload
Kevin Lane Keller, Richard Staelin; Assessing Biases in Measuring Decision Effectiveness and Information Overload, Journal of Consumer Research, Volume 15
Memory Factors in Advertising
Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available for brand decisions, such as the brand name, may not effectively retrieve the information, thoughts, or feelings stored in memory from prior ad exposure. A laboratory experiment showed that advertising retrieval cues (i.e., other verbal or visual information from the ad) facilitated access of elements …
Effects of Quality and Quantity of Information on Decision Effectiveness
Providing attribute information about alternatives can both help and hinder consumers evaluate products. We separate attribute information into two components: information quality and information quantity. We hypothesize, all else being equal, that the former component improves decision effectiveness while the latter component decreases decision effectiveness. The results of an experimental investigation designed to estimate the marginal effects …
Brand Synthesis
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledg…
Effects of Quality and Quantity of Information on Decision Effectiveness
Providing attribute information about alternatives can both help and hinder consumers evaluate products. We separate attribute information into two components: information quality and information quantity. We hypothesize, all else being equal, that the former component improves decision effectiveness while the latter component decreases decision effectiveness. The results of an experimental investigation designed to estimate the marginal effects …
Brand Familiarity and Advertising Repetition Effects
A crucial communication task for unknown brands is to build the knowledge in consumers' minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed…
Memory Factors in Advertising
Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available for brand decisions, such as the brand name, may not effectively retrieve the information, thoughts, or feelings stored in memory from prior ad exposure. A laboratory experiment showed that advertising retrieval cues (i.e., other verbal or visual information from the ad) facilitated access of elements …
Consumer Research Insights on Brands and Branding
Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmit…
The Curse of the Original
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand's original, flagship product-even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand's longevity, consumers …
Assessing Biases in Measuring Decision Effectiveness and Information Overload
Kevin Lane Keller, Richard Staelin; Assessing Biases in Measuring Decision Effectiveness and Information Overload, Journal of Consumer Research, Volume 15
The Future of Brands and Branding
Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being de…
From Mix-and-Match to Head-to-Toe
Consumers use brands in many combinations, from mixing-and-matching multiple brands (e.g., Nike shoes, Puma shirt, and Asics shorts) to using products primarily or solely from one brand (e.g., Nike shoes, shirt, and shorts). This work explores how such combinations affect observers' trust in another consumer's recommendations. Comparing two combination types-mixed-brand combinations (where all/most branded products are from different brands) and …
Memory and Evaluation Effects in Competitive Advertising Environments
A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluations of brands. The number and valence of competing ads, presence of ad retrieval cues, and valence of target ads were manipulated. A high level of competitive advertising varying in valence produced interference effects for recall and evaluations. Ad retrieval cues offset these effects and enhanced rec…
Memory Factors in Advertising
Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, the cues typically available for brand decisions, such as the brand name, may not effectively retrieve the information, thoughts, or feelings stored in memory from prior ad exposure. A laboratory experiment showed that advertising retrieval cues (i.e., other verbal or visual information from the ad) facilitated access of elements …
Effects of Quality and Quantity of Information on Decision Effectiveness
Providing attribute information about alternatives can both help and hinder consumers evaluate products. We separate attribute information into two components: information quality and information quantity. We hypothesize, all else being equal, that the former component improves decision effectiveness while the latter component decreases decision effectiveness. The results of an experimental investigation designed to estimate the marginal effects …
Assessing Biases in Measuring Decision Effectiveness and Information Overload
Kevin Lane Keller, Richard Staelin; Assessing Biases in Measuring Decision Effectiveness and Information Overload, Journal of Consumer Research, Volume 15
Consumer Evaluations of Brand Extensions
Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception …
Memory and Evaluation Effects in Competitive Advertising Environments
A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluations of brands. The number and valence of competing ads, presence of ad retrieval cues, and valence of target ads were manipulated. A high level of competitive advertising varying in valence produced interference effects for recall and evaluations. Ad retrieval cues offset these effects and enhanced rec…
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response 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 elemen…
Brand Familiarity and Advertising Repetition Effects
A crucial communication task for unknown brands is to build the knowledge in consumers' minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed…
Brand Synthesis
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledg…
Brands and Branding
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the bra…
Marketing Management
Marketing Management
Leveraging secondary associations to build brand equity
One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building – the brand resona…
Understanding Sponsorship
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
Consumer Research Insights on Brands and Branding
Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmit…
Are Brands Wasting Money On Sport Sponsorships
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
The Future of Brands and Branding
Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being de…
From Mix-and-Match to Head-to-Toe
Consumers use brands in many combinations, from mixing-and-matching multiple brands (e.g., Nike shoes, Puma shirt, and Asics shorts) to using products primarily or solely from one brand (e.g., Nike shoes, shirt, and shorts). This work explores how such combinations affect observers' trust in another consumer's recommendations. Comparing two combination types-mixed-brand combinations (where all/most branded products are from different brands) and …
The Curse of the Original
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand's original, flagship product-even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand's longevity, consumers …
Business (15 works) · Advertising (14 works) · Consumer Behavior in Brand Consumption and Identification (13 works) · Marketing (10 works) · Computer Science (9 works) · Digital Marketing and Social Media (9 works) · Brand awareness (7 works) · Brand management (7 works) · Psychology (7 works) · Brand equity (6 works)