Brand Equity, Consumer Learning and Choice

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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

Business, Marketing, Marketing Management +14

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 7.8K citations

Business, Marketing, Marketing Management +14

Econometric policy evaluation: A critique

Robert E. Lucas · Carnegie-Rochester Conference Series on Public Policy · 1976 · 5.6K citations

Social Sciences, Economics, Public Policy +9

Measuring Brand Equity Across Products and Markets

David A. Aaker · California Management Review · 1996 · 3.5K citations

Business, Marketing, Marketing Management +13

On the Failure to Eliminate Hypotheses in a Conceptual Task

P. C. Wason · Quarterly Journal of Experimental Psychology · 1960 · 2.1K citations

Social Sciences, Psychology, Cognitive Psychology +7