Research

PUBLICATIONS

Nicholas M. Didow, Kevin Lane Keller, Hiram C. Barksdale and George R. Franke (1985), "Improving Measure Quality by Alternating Least Squares Optimal Scaling," Journal of Marketing Research, 22 (February), 30-40.

Kevin Lane Keller and Richard Staelin (1987), "Effects of Information Quantity and Quality on Decision Effectiveness," Journal of Consumer Research, 14 (September), 200-213

Kevin Lane Keller (1987), "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, 14 (December), 316-333.

Kevin Lane Keller and Richard Staelin (1989), "Assessing Biases in Measuring Decision Effectiveness and Information Overload," Journal of Consumer Research, 15 (March), 504-508.

Edell, Julie A. and Kevin Lane Keller (1989) "The Information Processing of Coordinated Media Campaigns," Journal of Marketing Research, 26 (May), 149-163.

Aaker, David A. and Kevin Lane Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.

Kevin Lane Keller (1991), "Cue Compatibility and Framing in Advertising," Journal of Marketing Research, 28 (February), 42-57.

Kevin Lane Keller (1991), "Memory and Evaluations in Competitive Advertising Environments," Journal of Consumer Research, 17 (March), 463-76.

Kevin Lane Keller and David A. Aaker (1992), "The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, 29 (February), 35-50.

Kevin Lane Keller (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January), 1-22.

Kevin Lane Keller (1993), "Memory Retrieval Factors and Advertising Effectiveness" in Advertising Exposure, Memory, and Choice, ed. Andrew A. Mitchell, Hillsdale, NJ: Lawrence Erlbaum Associates, 11-48.

David A. Aaker and Kevin Lane Keller (1993), "Interpreting Cross-Cultural Replications of Brand Extension Research," International Journal of Marketing Research, 10, 55-59.

Mark Forehand and Kevin Lane Keller (1996), "Initial Retrieval Difficulty and Subsequent Recall in an Advertising Setting," Journal of Consumer Psychology, 5 (4), 299-323.

Kevin Lane Keller (1996), "Integrated Marketing Communications and Brand Equity," in Integrated Marketing Communications, eds. Jeri Moore and Esther Thorson, Mahwah, NJ:  Lawrence Erlbaum Associates, 103-132.

Kevin Lane Keller (1997), "Twenty-First Century Branding," Journal of Brand Management, 368-370.

Kevin Lane Keller (1998), "Brand Equity," in the Handbook of Technology Management, ed. Richard Dorf.  CRC Press Inc., 12:59-12:65.

Kevin Lane Keller, Susan Heckler, and Michael J. Houston (1998), "The Effects of Brand Name Suggestiveness on Advertising Recall," Journal of Marketing, 62 (January), 48-57.

Kevin Lane Keller (1998), "Branding Perspectives on Social Marketing," in Advances in Consumer Research, Vol. 25, Joseph W. Alba and J. Wesley Hutchinson, eds.  Provo, UT:  Association for Consumer Research, 299-302.

Kevin Lane Keller and David A. Aaker (1998), "Corporate-Level Marketing:  The Impact of Credibility on a Company’s Brand Extensions," Corporate Reputation Review, 1 (August), 356-378.

Kevin Lane Keller (1998), “Measuring Customer-Based Brand Equity,” in Perspectives of Modern Brand Management, ed. Dr Franz-Rudolf Esch, 989-1010.

Kevin Lane Keller (1998), “Methods to Examine Brand Extensions,” in Perspectives of Modern Brand Management, ed. Dr Franz-Rudolf Esch, 705-720.

Kevin Lane Keller (1998), “Understanding Brand Equity:  Answers to Ten Common Branding Questions,” Exchange, (Winter), 15-19.

Kevin Lane Keller (1999), “Brand Mantras: Rationale, Criteria, and Examples,” Journal of Marketing Management, 15 (1-3), 43-51.

Bong, Na Woon, Roger Marshall, and Kevin Lane Keller (1999), “Measuring Brand Power: Validating a Model for Optimizing Brand Equity,” Journal of Product and Brand Management, 8 (3), 170-184.

Kevin Lane Keller (1999), “Effective Long-Run Brand Management:  Brand Reinforcement and Revitalization Strategies,” California Management Review, 41 (3), 102-124.

Kevin Lane Keller (1999), “Designing and Implementing Branding Strategies,” Journal of Brand Management, 6 (5), 315-331.

Julie A. Edell and Kevin Lane Keller, "Analyzing Media Interactions: The Effects of Coordinated TV-Print Advertising Campaigns," Marketing Science Institute Report No. 99-120.

Kevin Lane Keller (2000), “The Brand Report Card,” Harvard Business Review, Jan/Feb, 147-157.

Kevin Lane Keller (2000), “Building and Managing Corporate Brand Equity,” in The Expressive Organization, eds. Majken Schultz, Mary Jo Hatch, Oxford University Press.

Sheri Bridges, Kevin Lane Keller, and Sanjay Sood (2000), "Explanatory Links and the Perceived Fit of Brand Extensions:  The Role of Dominant Parent Brand Associations and Communication Strategies," Journal of Advertising, 29 (4), 1-11.

Kevin Lane Keller and Sanjay Sood (2001), “The Ten Commandments of Global Branding,” Asian Journal of Marketing, 8 (2), 97-108.

Kevin Lane Keller (2001), "Mastering the Marketing Communications Mix:  Micro and Macro Perspectives on Integrated Marketing Communication Programs," Journal of Marketing Management, 17 (September), 819-848.

Kevin Lane Keller (2001), “Building Customer-Based Brand Equity:  A Blueprint for Creating Strong Brands,” Marketing Management, July/August, 15-19.

Kevin Lane Keller (2001), “Brand Equity Guidelines and Pitfalls:  Lessons from the World’s Strongest Brands,” in The Encylopedia of Brands and Branding in South Africa, Affinity Advertising and Publishing.

Kalpesh Kaushik Desai and Kevin Lane Keller (2002), “The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility,” Journal of Marketing, 66 (January) 73-93.

Steven Hoeffler and Kevin Lane Keller (2002), “Building Brand Equity through Corporate Societal Marketing,” Journal of Public Policy and Marketing, 21 (1), 78-89.

Tim Ambler, C.B. Bhattacharya, Julie Edell, Kevin Lane Keller, Katherine N. Lemon, and Vikas Mittal (2002), “Relating Brand and Customer Perspectives on Marketing Management,” Journal of Service Research, August, 5 (1), 13-25.

Kevin Lane Keller, Brian Sternthal, and Alice Tybout (2002), “Three Questions You Need to Ask About Your Brand,” Harvard Business Review, 80 (September), 80-89.

Kevin Lane Keller (2002), “Branding and Brand Equity,” in Handbook of Marketing, eds., Bart Weitz and Robin Wensley, Sage Publications, London, 151-178.

Kevin Lane Keller (2002), Branding and Brand Equity, MSI Relevant Knowledge Series (Cambridge, MA: Marketing Science Institute).

Kevin Lane Keller (2003), “Brand Synthesis:  The Multi-Dimensionality of Brand Knowledge,” Journal of Consumer Research, 29 (4), 595-600.

Kevin Lane Keller and Don Lehmann (2003), “How Do Brands Create Value,” Marketing Management, May/June, 26-31.

Steven Hoeffler and Kevin Lane Keller (2003), “The Marketing Advantages of Strong Brands,” Journal of Brand Management, 10 (August), 421-445.

Kevin Lane Keller and Y.L.R. Moorthi (2003), “Branding in Developing Markets,” Business Horizons, May-June, 49-60.

Margaret C. Campbell and Kevin Lane Keller (2003), "Brand Familiarity and Ad Repetition Effects,” Journal of Consumer Research, September, 30 (2), 292-304.

Kevin Lane Keller (2003), “Understanding Brands, Branding, and Brand Equity,” Interactive Marketing, 5 (1), 7-20.

Patrick Tickle, Kevin Lane Keller, and Keith Richey (2003), “Branding in High-Technology Markets,” Market Leader, 22 (Autumn), 21-26.

Jeff Manning and Kevin Lane Keller (2003), “Making Advertising Work: How GOT MILK? Marketing Stopped a 20 Year Sales Decline,” Marketing Management, January/February.

Kevin Lane Keller and Sanjay Sood (2003), “Brand Equity Dilution,” MIT Sloan Management Review, 45 (Fall), 12-15.

Frederick E. Webster, Jr. and Kevin Lane Keller (2004), “A Roadmap for Branding in Industrial Markets,” Journal of Brand Management, 11 (May), 388-402.

Kusum L. Ailawadi and Kevin Lane Keller (2004), “Understanding Retail Branding: Conceptual Insights and Research Priorities,” Journal of Retailing, 80 (4), 31-342.

Kevin Lane Keller (2005), “Branding Short-Cuts,” Marketing Management, September/October, 14, 18-23.

Ed Lebar, Phil Buehler, Kevin Lane Keller, Monika Sawicka, Zeynep Aksehirli, and Keith Richey (2005), “Brand Equity Implications of Joint Branding Programs,” Journal of Advertising Research, 45 (December), 413-425.

Kevin Lane Keller and Philip Kotler (2006), “Holistic Marketing: A Broad, Integrated Perspective to Marketing Management,” in Does Marketing Need Reform?, eds. Jagdish Sheth and Raj Sisodia, 300-305.

Kevin Lane Keller (2006), “Measuring Brand Equity,” in Handbook of Marketing Research - Do's and Don'ts, eds. Rajiv Grover and Marco Vriens, 546-568.

Kevin Lane Keller (2006), “Strategic Brand Management Process,” in Perspectives of Modern Brand Management, ed. Dr Franz-Rudolf Esch.

Kevin Lane Keller and Don Lehmann (2006), “Brands and Branding: Research Findings and Future Priorities,” Marketing Science, 25 (November-December), 740-759.

Paul Bloom, Steve Hoeffler, Kevin Lane Keller, and Carlos Basurto (2006), “Enhancing Brand Equity By Supporting Social Causes,” MIT Sloan Management Review, 47 (2), 49-55.

Kevin Lane Keller and Keith Richey (2006), “The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business,” Journal of Brand Management, 14 (September-November),  74-81.

Robert Leone, Vithala Rao, Kevin Lane Keller, Man Luo, Leigh McAlister, Rajendra Srivatstava (2006), “Linking Brand Equity to Customer Equity,” Journal of Service Research, 9 (November), 125-138.

Kevin Lane Keller (2007), “Advertising and Brand Equity,” in Handbook of Advertising, eds. Gerard J. Tellis and Tim Ambler, Sage Publications, 54-70.

Kevin Lane Keller (2008), Strategic Brand Management, 3rd ed., Upper Saddle River, NJ: Pearson Prentice-Hall.

Kevin Lane Keller (2008), Best Practice Cases in Branding, 3rd ed., Upper Saddle River, NJ: Pearson Prentice-Hall.

Kevin Lane Keller (2008), “The Brand Behind the Brand,” Commentary, Harvard Business Review, 86 (February).

Kevin Lane Keller (2008), Foreward to Public Health Branding: Applying Marketing for Social Change, eds. W. Douglas Evans and Gerard Hastings, Oxford University Press.

Don Lehmann, Kevin Lane Keller, and John Farley (2008), “The Structure of Survey-Based Brand Metrics,” in special issue, “Branding in the Global Marketplace,” of Journal of International Marketing, 16 (4), 29-56.

Kevin Lane Keller (2009), “Building A Strong Business-to-Business Brand,” in Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises in Advances in Business Marketing & Purchasing series, Volume 15, ed. Arch Woodside, Emerald Group Publishing Limited, 11-31.

Kevin Lane Keller (2009), “Building Strong Brands in a Modern Marketing Communications Environment,” in special issue, “The Integration of Integrated Marketing Communications: IMC in a Changing Landscape,” of Journal of Marketing Communications, special issue editors, Don E. Schultz and Charles Patti, 15 (April-July), 139-155.

Kevin Lane Keller (2009), “Managing the Growth Tradeoff: Challenges and Opportunities In Luxury Branding” in special issue, “Luxury Branding,” of Journal of Brand Management, special issue editor Uche Okonkwo, 16 (March-May), 290-301.

Kevin Lane Keller (2009), “Challenges to Branding:  Five Secrets to Brand Success,” Market Leader, Quarter 2, 45-47.

Kevin Lane Keller and Frederick E. Webster Jr. (2009), “The Branding Sweetspot: Achieve Marketing Balance by Reconciling Marketing Trade-offs,” Marketing Management, 18 (July/August), 12-17.

Kevin Lane Keller and Don Lehmann (2009), “Assessing Brand Potential,” in special issue, “Brand Value and Valuation,” of Journal of Brand Management, special issue editors, Randall Raggio and Robert P. Leone, 17 (September), 6-17.

Kevin Lane Keller (2009), "Leveraging Sponsorship Through Integrated Marketing", in Day, H. (ed.), Sponsorship: From Theory to Practice and All the Latest Trends, The Marketing & Management Collection, Henry Stewart Talks Ltd, London.

Steve Hoeffler, Paul Bloom, and Kevin Lane Keller (2010), “Understanding Stakeholder Responses to Corporate Citizenship Initiatives: Managerial Guidelines and Research Directions,” Journal of Public Policy & Management, 29 (Spring), 78-88.

Kevin Lane Keller (2010), “Modern Branding Challenges,” Forward to Brands and Brand Management: Contemporary Research Perspectives, eds. Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, xv-xx.

Kevin Lane Keller (2010), “Brand Equity Management in a Multichannel, Multimedia Retail Environment,” in a special issue, “Emerging Perspectives on Marketing in a Multichannel and Multimedia Retailing Enviroment,” of Journal of Interactive Marketing, co-editors Venkatesh Shankar and Manjit Yadav, 24 (May), 58-70.

Kevin Lane Keller (2010), “Brand Development Process and Planning Brand Identity,” for Strategic Brand Management in Next Practices in Marketing, ed. Raj Srivastava

Kevin Lane Keller (2010), “Brand Revitalization,” for Strategic Brand Management in Next Practices in Marketing, ed. Raj Srivastava

Kevin Lane Keller (2010), Forward to Kelly Tian and Lily Dong, Imagining China, Imagining Brands

Kevin Lane Keller (2010), Forward to Christian Dussart, Creative Self-Destruction: An Integrated Set of New Business Logics to Escape Commoditization Hell

Kevin Lane Keller (2010), “The New Branding Imperatives: Insights for the New Marketing Realities,” Marketing Science Institute, Fast Forward series.

Kevin Lane Keller and Philip Kotler (2011), “Branding in Business-to-Business Firms,” in Business to Business Marketing Handbook, eds. Gary L. Lilien and Rajdeep Grewal, Edward Elgar Publishing, forthcoming.

Kevin Lane Keller (2011), “Global Branding,” in Wiley International Encyclopedia of Marketing edited by Jagdeth Sheth and Naresh Malhotra, in Volume 1 International Marketing, edited by Daniel Bello and David Griffith, John Wiley & Sons Limited, forthcoming.

Kevin Lane Keller (2011), “Brand Strategy,” in Marketing Strategy Handbook, eds. Venky Shankar and Gregory Carpenter, Edward Elgar Publishing, forthcoming.

Kevin Lane Keller (2011), “Brand,” in The Palgrave Encyclopedia of Strategic Management, eds. David Teece and Mie Augier, Palgrave Macmillan, forthcoming.

Kevin Lane Keller (2011), “Brand Equity,” in The Palgrave Encyclopedia of Strategic Management, eds. David Teece and Mie Augier, Palgrave Macmillan, forthcoming.

Kevin Lane Keller (2011), Forward to Consumer-Brand Relationships: Insights for Theory and Practice, eds. Marc Fetscherin, Susan Fournier, Michael Breazeale, and T.C. Melewar

Sanjay Sood and Kevin Lane Keller (2012), "The Effects of Product Experience and Branding Strategies on Parent Brand Evaluations and Brand Equity Dilution," Journal of Marketing Research, April 2012, in press.

Philip Kotler and Kevin Lane Keller (2012), Marketing Management, 14th edition, Upper Saddle River, NJ: Pearson Prentice-Hall.

Kevin Lane Keller (2012), "Building Rich Brand Relationships: Research Dialogue on Brands As Intentional Agents, Journal of Consumer Psychology, forthcoming.

Heckler, Susan E., Kevin Lane Keller, Michael J. Houston, and Jill Avery (forthcoming) "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims," Journal of Marketing Communications.

Kevin Lane Keller (2012), “Economic and Behavioral Perspectives on Brand Extension,” Marketing Science, 31 (September-October), 772-775.

Kevin Lane Keller (2013), Strategic Brand Management, 4th ed., Upper Saddle River, NJ: Pearson Prentice-Hall.

Kevin Lane Keller and Lowey Sichol (2014), Best Practice Cases in Branding, 4th ed., Upper Saddle River, NJ: Pearson Prentice-Hall.

Roger Sinclair and Kevin Lane Keller (2014), “A Case for Brands as Assets: Acquired and Internally Developed,” Journal of Brand Management, 21 (June), pp. 286-302.

Chekitan Dev and Kevin Lane Keller (2014), “Brand Revitalization,” Cornell Hospitality Quarterly, forthcoming.

Bendik Meling Samuelson, Lars Erling Olsen, and Kevin Lane Keller (2014), “The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation,” Marketing Letters, forthcoming.

Kevin Lane Keller (2014), “Brand Development Processes and Planning,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, (New Delhi, India: Sage Publications), forthcoming.

Kevin Lane Keller (2014), “Brand Revitalization,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, (New Delhi, India: Sage Publications), forthcoming.

Kevin Lane Keller (2014), Forward to “Consumer Brand Relationships” special issue of the Journal of Brand Management, 21 (June/July 2014), p.365.

Kevin Lane Keller (2014), Forward to Strong Brands, Strong Relationships, eds. Susan Fournier, Michael Breazeale, and Jill Avery.

Kevin Lane Keller (2014), “Six Scholarly Insights on Branding,” AMA Journal Reader, October 2014.

Kevin Lane Keller (2014), “Developing and Implementing Brand Architecture Strategies,” Journal of Brand Management, forthcoming.

Roger Sinclair and Kevin Lane Keller (2014), “The Case of the Vanishing Assets,” CFO, September 11, 2014.

Kevin Lane Keller (2015), Forward to Handbook of Brand Management Scales 2015, Lia Zarantonello and Véronique Pawels, Routledge Publishing.

Philip Kotler and Kevin Lane Keller (2016), Marketing Management, 15th edition, Upper Saddle River, NJ: Pearson Prentice-Hall.

Barry Bayus, Tim Oliver Brexendorf, and Kevin Lane Keller (2016), “Understanding the Interplay Between Brand and Innovation Management: Findings and Future Research,” Journal of the Academy of Marketing Science, forthcoming.

Tulin Erdem, Kevin Lane Keller, Dmitri Kuksov, and Rik Pieters (2016), “Understanding Branding in a Digitally Empowered World,” International Journal of Research in Marketing, forthcoming.

Kevin Lane Keller (2016), “Reflections on Customer-Based Brand Equity: Perspectives, Progress and Priorities,” AMS Review, forthcoming.

Kevin Lane Keller (2016), “Unlocking the Power of Integrated Marketing Communications: How Integrated is Your IMC Program?,” Journal of Advertising, forthcoming.

WORKING PAPERS

Julie A. Edell and Kevin Lane Keller, “Analyzing Media Interactions: The Effects of Coordinated TV-Print Advertising Campaigns,” under review, Journal of Marketing Behavior.

Jeffrey Parker, Martin Schleicher, Donald Lehmann, and Kevin Lane Keller, “When To Introduce Close Vs. Far Extensions,” under review, Journal of Marketing.

Tingting Fan, Peter Golder, and Kevin Lane Keller, “Brand Preference Evolution During Urban Migration: A Framework of Intra Country Cultural, Economic, and Social Distances,” under review, Journal of International Marketing.

Rajeev Batra and Kevin Lane Keller, “Integrating Marketing Communications: New Findings, New Lessons and New Ideas,” in revision, Journal of Marketing.

Tim Oliver Brexendorf and Kevin Lane Keller, “Leveraging the Corporate Brand: The Importance of Corporate Brand Innovativeness and Brand Architecture,” under review, European Journal of Marketing.

Robert W. Smith and Kevin Lane Keller, “The Effects of Brand Homonegneity on Product Experiences, ” to be submitted to the Journal of Marketing Research.

Roger Sinclair and Kevin Lane Keller, “Brand Value, Accounting Standards, and Mergers and Acquisitions: ‘The Moribund Effect’,” to be submitted the Journal of Brand Management.

Marcello Formisano, Lia Zarantonello, and Kevin Lane Keller, “On Growing Brands in Dynamic Markets: Perspectives on Dirichlet Model Applications,” under review, Marketing Theory.

MANUSCRIPTS IN PREPARATION

Kevin Lane Keller, “Brand What?: What You Really Need to Know About Your Brands,” targeted for Harvard Business Review

Kevin Lane Keller, “The Customer is Not Always in Charge,” targeted for Harvard Business Review

Kevin Lane Keller, “A Conceptual Model of Brand Extension Effects: An Integrative Review,” targeted for Foundations and Trends in Marketing

Scott Bedbury and Kevin Lane Keller, “King of the World: Brand Supremacy Inside and Outside Your Company,” targeted for Harvard Business Review

WORK IN PROGRESS

Understanding Brand Permission: “Just Because You Can, Doesn’t Mean You Should” (with Ravi Dhar and Tom Meyvis)

Understanding the Effects of Limited Edition Products (with Tim Brexendorf)

Understanding the Effects of Perceived Product Line Stability and Volatility on Consumer Brand Evaluations  (with Tim Brexendorf)