IDEAS home Printed from
   My bibliography  Save this article

Customer-based brand equity in a technologically fast-paced, connected, and constrained environment


  • Zeynep Gürhan-Canli

    () (Koc University)

  • Ceren Hayran

    (Koc University)

  • Gülen Sarial-Abi

    (Bocconi University)


Abstract Keller’s (Journal of Marketing, 57(1), 1–22, 1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments, and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness, and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.

Suggested Citation

  • Zeynep Gürhan-Canli & Ceren Hayran & Gülen Sarial-Abi, 2016. "Customer-based brand equity in a technologically fast-paced, connected, and constrained environment," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 23-32, June.
  • Handle: RePEc:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0079-y
    DOI: 10.1007/s13162-016-0079-y

    Download full text from publisher

    File URL:
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Pat Auger & Timothy Devinney, 2007. "Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions," Journal of Business Ethics, Springer, vol. 76(4), pages 361-383, December.
    2. Gebauer, Johannes & Füller, Johann & Pezzei, Roland, 2013. "The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1516-1527.
    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    4. repec:eee:joinma:v:27:y:2013:i:4:p:311-323 is not listed on IDEAS
    5. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    6. Deepa Chandrasekaran & Gerard J. Tellis, 2008. "Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?," Marketing Science, INFORMS, vol. 27(5), pages 844-860, 09-10.
    7. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    8. Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008. "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, Springer, vol. 19(1), pages 39-50, March.
    9. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
    10. Rust, Roland T. & Espinoza, Francine, 2006. "How technology advances influence business research and marketing strategy," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1072-1078, October.
    11. Napoli, Julie & Dickinson, Sonia J. & Beverland, Michael B. & Farrelly, Francis, 2014. "Measuring consumer-based brand authenticity," Journal of Business Research, Elsevier, vol. 67(6), pages 1090-1098.
    12. repec:eee:joinma:v:27:y:2013:i:4:p:242-256 is not listed on IDEAS
    13. Ashish Sood & Gerard J. Tellis, 2009. "Do Innovations Really Pay Off? Total Stock Market Returns to Innovation," Marketing Science, INFORMS, vol. 28(3), pages 442-456, 05-06.
    14. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    15. repec:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0078-z is not listed on IDEAS
    16. C. Page Moreau & Darren W. Dahl, 2005. "Designing the Solution: The Impact of Constraints on Consumers' Creativity," Journal of Consumer Research, Oxford University Press, vol. 32(1), pages 13-22, June.
    17. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    18. repec:eee:joinma:v:27:y:2013:i:4:p:257-269 is not listed on IDEAS
    19. Alexander Chernev & Sean Blair, 2015. "Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility," Journal of Consumer Research, Oxford University Press, vol. 41(6), pages 1412-1425.
    20. George E. Newman & Margarita Gorlin & Ravi Dhar, 2014. "When Going Green Backfires: How Firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements," Journal of Consumer Research, Oxford University Press, vol. 41(3), pages 823-839.
    21. Vanitha Swaminathan & Karen M. Stilley & Rohini Ahluwalia, 2009. "When Brand Personality Matters: The Moderating Role of Attachment Styles," Journal of Consumer Research, Oxford University Press, vol. 35(6), pages 985-1002, April.
    22. Pankaj Aggarwal & Ann L. Mcgill, 2012. "When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism," Journal of Consumer Research, Oxford University Press, vol. 39(2), pages 307-323.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:spr:rvmgts:v:13:y:2019:i:2:d:10.1007_s11846-017-0251-2 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0079-y. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Mallaigh Nolan). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.