Leveraging secondary associations to build brand equity
Theoretical perspectives and practical applications
Bibliographic Data
| ID | 21498283 |
|---|---|
| Authors | Kevin Lane Keller (0000-0001-5836-4315, Dartmouth College, corresponding author) |
| Year | 2020 |
| Volume | 39 |
| Issue | 4 |
| Pages | 448-465 |
| Publication date | 2020-05-18 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2019.1710973 |
| OpenAlex | W3002060035 |
| Language | EN |
| Citations received | 14 |
| References cited | 14 |
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 resonance model – is reviewed and applied. Theoretical insights are generated and practical issues are identified and discussed to aid brand planning and measurement
Advertising · Brand awareness · Brand equity · Brand management · Business · Political science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Evolutionary Psychology and Human Behavior · Marketing
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| Citations per year | 2.33 |
|---|---|
| Citation span | 2020 - 2026 (7) |
| Highly cited | No |