Publication:
Customer-based brand equity in a technologically fast-paced, connected, and constrained environment

dc.contributor.coauthorSarial-Abi, Gülen
dc.contributor.departmentDepartment of Business Administration
dc.contributor.departmentGraduate School of Business
dc.contributor.kuauthorCanlı, Zeynep Gürhan
dc.contributor.kuauthorŞanlı, Ceren Hayran
dc.contributor.schoolcollegeinstituteCollege of Administrative Sciences and Economics
dc.contributor.schoolcollegeinstituteGRADUATE SCHOOL OF BUSINESS
dc.date.accessioned2024-11-10T00:04:35Z
dc.date.issued2016
dc.description.abstractKeller’s (Journal of Marketing, 57(1), 1–22, 1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments, and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness, and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.
dc.description.indexedbyScopus
dc.description.issue44928
dc.description.openaccessYES
dc.description.publisherscopeInternational
dc.description.sponsoredbyTubitakEuN/A
dc.description.volume6
dc.identifier.doi10.1007/s13162-016-0079-y
dc.identifier.issn1869-814X
dc.identifier.scopus2-s2.0-85025146175
dc.identifier.urihttps://doi.org/10.1007/s13162-016-0079-y
dc.identifier.urihttps://hdl.handle.net/20.500.14288/16291
dc.keywordsBrand equity
dc.keywordsBrand extensions
dc.keywordsConstraints
dc.keywordsDigital developments
dc.keywordsInnovativeness
dc.keywordsResponsibility
dc.keywordsResponsiveness
dc.keywordsSustainability
dc.keywordsTechnological advances
dc.language.isoeng
dc.publisherSpringer
dc.relation.ispartofAMS Review
dc.subjectMarketing
dc.titleCustomer-based brand equity in a technologically fast-paced, connected, and constrained environment
dc.typeOther
dc.type.otherNote
dspace.entity.typePublication
local.contributor.kuauthorCanlı, Zeynep Gürhan
local.contributor.kuauthorŞanlı, Ceren Hayran
local.publication.orgunit1College of Administrative Sciences and Economics
local.publication.orgunit1GRADUATE SCHOOL OF BUSINESS
local.publication.orgunit2Department of Business Administration
local.publication.orgunit2Graduate School of Business
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