‘The Flying Pig': Building Brand Equity in a Major Urban Marathon

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 7.8K 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 · 199 citations

Business, Marketing, Marketing Management +17

Managing North American Major Professional Sport Teams in the New Millennium: A Focus on Building Brand Equity

James M. Gladden, Richard L. Irwin, William A. Sutton · Journal of Sport Management · 2001 · 110 citations

Business, Marketing, Marketing Management +10

Observations: Creating Effective Brand Names: A Study of the Naming Process

Chiranjeev Kohli, Douglas W. LaBahn · Journal of Advertising Research · 1997 · 40 citations

Business, Marketing, Marketing Management +17

Examining the Importance of Brand Equity in Professional Sport

lames M. Gladden, George R. Milne · Sport Marketing Quarterly · 1999 · 25 citations

Business, Marketing, Marketing Management +11