AakerDavid A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name.New York: The Free Press.
2.
AakerDavid A., and JacobsonRobert (1994), “The Financial Information Content of Perceived Quality,”Journal of Marketing Research, 31(May), 191–201.
3.
AakerDavid A., and KellerKevin Lane (1990), “Consumer Evaluations of Brand Extensions,”Journal of Marketing, 54(January), 27–41.
4.
BarabbaVincent, and ZaltmanGerald (1991), Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information.Boston: Harvard Business School Press.
5.
BouldingWilliam, and LeeEunkyu, and StaelinRichard (1994), “Mastering the Mix: Do Advertising, Promotion, and Salesforce Activities Lead to Differentiation?”Journal of Marketing Research, 31(May), 159–72.
6.
BroniarczykSusan M., and AlbaJoseph W. (1994), “The Importance of the Brand in Brand Extension,”Journal of Marketing Research, 31(May), 214–28.
7.
ByrneJohn A. (1993), “The Horizontal Corporation,”Business Week (December 20), 76–81.
8.
CarpenterGregory S., and NakamotoKent (1989), “Consumer Preference Formation and Pioneering Advantage,”Journal of Marketing Research, 26(August), 285–98.
9.
ChintaguntaPradeep K. (1994), “Heterogeneous Logit Model Implications for Brand Positioning,”Journal of Marketing Research, 31(May), 304–11.
10.
DacinPeter A., and SmithDaniel C. (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions,”Journal of Marketing Research, 31(May), 229–42.
11.
DicksonPeter R. (1992), “Toward a General Theory of Competitive Rationality,”Journal of Marketing, 56(January), 69–83.
12.
ErdemTulin (1993), “Brand Equity as a Signaling Phenomenon,” working paper, Haas Graduate School of Business, University of California.
13.
Fortune (1993), “Jack Welch's Lessons for Success” (January 25), 86–93.
14.
GilesMartin (1993), “Survey: The Food Industry,”The Economist (December 4), 3–18.
15.
GlemetFrancois, and MiraRafael (1993), “The Brand Leader's Dilemma,”McKinsey Quarterly,2, 3–15.
16.
HamelGary, and PrahaladC. K. (1991), “Corporate Imagination and Expeditionary Marketing,”Harvard Business Review (July/August), 81–92.
17.
HauserJohn R., and WernerfeltBirger (1990), “An Evaluation Cost Model of Evoked Sets,”Journal of Consumer Research, 16(March), 393–408.
18.
HuffmanCynthia, and HoustonMichael J. (1993), “Goal-Oriented Experiences and the Development of Knowledge,”Journal of Consumer Research, 20(September), 190–207.
19.
KellerKevin Lane, and AakerDavid A. (1992), “The Effects of Sequential Introduction of Brand Extensions,”Journal of Marketing Research, 29(February), 35–50.
20.
KohliAjay, and JaworskiBernard (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,”Journal of Marketing, 54(April), 1–18.
21.
LandlerMark, and SchillerZachary, and TherrienLois (1991), “What's In a Name? Less and Less,”Business Week (July 8), 66–67.
22.
LeclercFrance, SchmittBernd H., and DubéLaurette (1994), “Foreign Branding and its Effects on Product Perceptions and Attitudes,”Journal of Marketing Research, 31(May), 263–70.
23.
LokenBarbara, and JohnDeborah (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”Journal of Marketing, 57(July), 71–84.
24.
LowGeorge S., and FullertonRonald A. (1994), “Brands, Brand Management and the Brand Manager System: A Critical-Historical Evaluation,”Journal of Marketing Research, 31(May), 173–90.
25.
NarverJohn, and SlaterStanley (1990), “The Effect of a Market Orientation on Business Profitability,”Journal of Marketing, 54(October), 20–35.
26.
NelsonPhilip (1970), “Information and Consumer Behavior,”Journal of Political Economy, 78, 311–29.
27.
ParkChan Su, and SrinivasanV. (1994), “A Survey-Based Method for Measuring and Understanding Brand Equity and its Extendibility,”Journal of Marketing Research, 31(May), 271–88.
28.
RatneshwarS., ShockerAllan D., and SrivastavaRajendra (1993), “On the Managerial Relevance of a Theory of Market Behavior,” working paper, College of Business Administration, University of Florida.
29.
ReddySrinivas K., HolakSusan L., and BhatSubhodh (1994), “To Extend to Not to Extend: Success Determinants of Line Extensions,”Journal of Marketing Research, 31(May), 243–62.
30.
RussellGary J., and KamakuraWagner A. (1994), “Understanding Brand Competition Using Micro and Macro Scanner Data,”Journal of Marketing Research, 31(May), 289–303.
31.
SrivastavaRajendra, and ShockerAllan D. (1991), “Brand Equity: A Perspective on Its Meaning and Measurement,”Report No. 91–124 (October). Cambridge, MA: Marketing Science Institute.
32.
StewartThomas A. (1992), “Brace for Japan's Hot New Strategy,”Fortune (September 21), 62–74.
33.
TherrienLois, and MalloryMaria, and SchillerZachary (1993), “Brands on the Run: How Marketers Deal with Eroding Loyalty,”Business Week (April 19), 26–29.
34.
WintersLewis C. (1991), “Brand Equity Measures: Some Recent Advances,”Marketing Research, 3(December), 70–73.
35.
ZandanPeter (1992), How to Use Technology and Brand Strategies to Gain Market Share.Austin, TX: Intelliquest.
36.
ZenorMichael (1994), “The Profit benefits of Category Management,”Journal of Marketing Research, 31(May), 304–311.