| Author: | Keller, K. L. |
| Title: | Brand Synthesis: The Multidimensional of Brand Knowledge |
| Journal: | Journal of Consumer Research
2003 : MAR, VOL. 29:4, p. 595-600 |
| Index terms: | BRANDS BRAND LOYALTY BRAND VALUATION CONSUMER BEHAVIOUR CONSUMER CHOICE |
| Language: | eng |
| Abstract: | 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 as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. In this essay, the author identifies some promising and productive current research on this topic, and the author suggests some important issues for future research. The author concludes that adopting broader, more holistic perspectives that synthesize the multidimensionality of brand knowledge is critical to advance branding theory and practice, both in general and with brand leveraging in particular. |
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