Creating brand identity: a study of evaluation of new brand names

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14

Attitudinal effects of mere exposure.

Robert B. Zajonc · Journal of Personality and Social Psychology · 1968 · 6.6K citations

Social Sciences, Behavioral Sciences, Psychology +3

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research · 1983 · 4.6K citations

Business, Marketing, Marketing Management +14

Managing Brand Equity: Capitalizing on the Value of a Brand Name

Daniel C. Smith, David A. Aaker · Journal of Marketing · 1992 · 2.5K citations

Business, Marketing, Marketing Management +14

The Effects of Brand Name Suggestiveness on Advertising Recall

Kevin Lane Keller, Susan E. Heckler, Michael Houston · Journal of Marketing · 1998 · 335 citations

Business, Marketing, Marketing Management +17