Chapter 9: Branding and Brand Equity
Models by Tulin Erdem and Joffre Swait
Keller, Kevin Lane (1993),
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Equity," Journal of Marketing, 57 (1) 1-22.
1993 Harold H.
Maynard Award; 2002 Sheth Foundation / JM Award.
Allawadi, Kusum L., Donald R. Lehmann
and Scott A. Neslin (2003), "Revenue Premium as an Outcome
Measure of Brand Equity," Journal of Marketing, 67 (4), 1-17.
2003 Harold H. Maynard Award.
Heilman, Carrie M., Douglas Bowman, and
Gordon P. Wright (2000), "The Evolution of Brand Preferences and
Choice Behaviors of Consumers New to a Market,"
Marketing Research, 37 (2), 139-155. 2011 Paul E. Green Award.
Bronnenberg, Bart J., Sanjay K. Dhar, and Jean-Pierre Dubé
(2007), "Consumer Packaged Goods in the United States: National
Brands, Local Branding" Journal of Marketing Research,
44 (1), 4-13. 2008 Paul E. Green Award.
Mark Heitmann, Donald R. Lehmann, & Scott A. Neslin (2012) “The
Impact of Brand Equity on Customer Acquisition, Retention, and
Profit Margin,” Journal of Marketing, 76 (4), 44-64.
2012 MSI/H. Paul Root Award