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The impact of corporate marketing on a company's brand extensions
Keller, Kevin Lane; Aaker, David A. - In: Revealing the corporation : perspectives on identity, …, (pp. 272-298). 2003
Persistent link: https://www.econbiz.de/10001761987
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Branding Shortcuts - Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity.
Keller, Kevin Lane - In: Marketing management : a quarterly business management … 14 (2005) 5, pp. 18-23
Persistent link: https://www.econbiz.de/10007226790
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The Structure of Survey-Based Brand Metrics
Lehmann, Donald R.; Keller, Kevin Lane; Farley, John U. - In: Journal of international marketing 16 (2008) 4, pp. 29-56
Persistent link: https://www.econbiz.de/10008141640
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Building strong brands in a modern marketing communications environment
Keller, Kevin Lane - In: Journal of marketing communications 15 (2009) 2, pp. 139-156
Persistent link: https://www.econbiz.de/10008270447
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ARTICLES - Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links
Bridges, Sheri; Keller, Kevin Lane; Sood, Sanjay - In: Journal of advertising : official publication of the … 29 (2000) 4, pp. 1-12
Persistent link: https://www.econbiz.de/10008120060
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Special Issue on Social Marketing Initiatives - Building Brand Equity Through Corporate Societal Marketing
Hoeffler, Steve; Keller, Kevin Lane - In: Journal of public policy & marketing : JPP & M ; an … 21 (2002) 1, pp. 78-89
Persistent link: https://www.econbiz.de/10007038011
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Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs
Keller, Kevin Lane - In: Journal of marketing management : MM 17 (2001) 7-8, pp. 819-848
Persistent link: https://www.econbiz.de/10006976801
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Brand Mantras: Rationale, Criteria and Examples
Keller, Kevin Lane - In: Journal of marketing management : MM 15 (1999) 1-3, pp. 43-52
Persistent link: https://www.econbiz.de/10006990003
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SPECIAL FEATURES - Case in Point - Got Advertising That Works?
Manning, Jeff; Keller, Kevin Lane - In: Marketing management : a quarterly business management … 13 (2004) 1, pp. 16-21
Persistent link: https://www.econbiz.de/10007230909
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How Do Brands Create Value? Value emerges through a unique chain of events.
Keller, Kevin Lane; Lehmann, Donald R. - In: Marketing management : a quarterly business management … 12 (2003) 3, pp. 26-31
Persistent link: https://www.econbiz.de/10007232770