Characteristics of memory associations: A consumer-based brand equity perspective

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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

Business, Marketing, Marketing Management +14

Dimensions of Consumer Expertise

Joseph W. Alba, J. Wesley Hutchinson · Journal of Consumer Research · 1987 · 4.3K citations · Full text

Business, Marketing, Psychology +11

A theory of memory retrieval.

Roger Ratcliff · Psychological Review · 1978 · 4.2K citations

Social Sciences, Behavioral Sciences, Psychology +17

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 2.5K citations

Business, Marketing, Marketing Management +15

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