Customer-Based Brand Equity in a Technologically Fast-Paced, Connected, and Constrained Environment

Zeynep Gürhan-Canli*, Ceren Hayran, Gülen Sarial Abi

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review


Keller’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 fastpaced 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.
Original languageEnglish
JournalAMS Review
Issue number1-2
Pages (from-to)23-32
Number of pages10
Publication statusPublished - Jun 2016
Externally publishedYes

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