Kevin Lane Keller

Dartmouth College - Tuck School of Business

E.B. Osborn Professor of Marketing

Hanover, NH 03755

United States

SCHOLARLY PAPERS

10

DOWNLOADS
Rank 18,657

SSRN RANKINGS

Top 18,657

in Total Papers Downloads

3,776

SSRN CITATIONS

3

CROSSREF CITATIONS

8

Scholarly Papers (10)

1.

A Roadmap for Branding Industrial Markets

Number of pages: 30 Posted: 14 Apr 2004
Kevin Lane Keller and Frederick Webster
Dartmouth College - Tuck School of Business and Independent
Downloads 3,359 (4,693)
Citation 5

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Business-to-business branding, industrial brands, industrial marketing, strategic brand management

2.

Karma Cola - Coke in India

IIM Bangalore Research Paper No. 186
Number of pages: 11 Posted: 14 Oct 2012
Y.L.R. Moorthi and Kevin Lane Keller
Indian Institute of Management (IIMB), Bangalore and Dartmouth College - Tuck School of Business
Downloads 172 (235,717)

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3.

Relating Brand and Customer Perspectives on Marketing Management

Tim Ambler, C. B. Bhattacharya, Julie Edell, Kevin Lane Keller, Katherine N. Lemon, Vikas Mittal. (2002). "Relating Brand and Customer Perspectives on Marketing Management". 5(1): 13-25.
Number of pages: 13 Posted: 26 Oct 2013
London Business School, Boston University, Duke University - Fuqua School of Business, Dartmouth College - Tuck School of Business, Boston College - Department of Marketing and Rice University
Downloads 140 (278,813)

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brand equity, customer equity, brand asset, customer asset

4.

American Brands in Developing Countries

IIM Bangalore Research Paper No. 187
Number of pages: 25 Posted: 14 Oct 2012
Y.L.R. Moorthi and Kevin Lane Keller
Indian Institute of Management (IIMB), Bangalore and Dartmouth College - Tuck School of Business
Downloads 89 (381,416)

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High Power Brand (HPB), value, image, dysfimctionality, developing countries

5.

Understanding the Relationship between Ad Expenditures and Perceived Quality

Number of pages: 36 Posted: 06 Apr 2022
Scheller College of Business, Georgia Tech, Columbia University - Columbia Business School, Marketing, Dartmouth College - Tuck School of Business and affiliation not provided to SSRN
Downloads 16 (715,662)

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advertising, Perceived Quality, Accessibility-Diagnosticity, Panel data, Signaling, Econometric Models

6.

Commentaries and Reply to 'Can Brand Extension Signal Product Quality?' by Sridhar Moorthy

Marketing Science, Vol. 31, No. 5, pp. 771-778, 2012, DOI: 10.1287/mksc.1120.0729, Rotman School of Management Working Paper No. 2162983, Tuck School of Business Working Paper No. 2013-112
Posted: 23 Oct 2012
Birger Wernerfelt, Kevin Lane Keller and Sridhar Moorthy
Massachusetts Institute of Technology (MIT) - Sloan School of Management, Dartmouth College - Tuck School of Business and University of Toronto - Rotman School of Management

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brand extension, signaling, product quality, game theory

7.

Understanding Stakeholder Responses to Corporate Citizenship Initiatives: Managerial Guidelines and Research Directions

Journal of Public Policy and Marketing, Vol. 29, Issue 1, pp. 78-88, 2010
Posted: 04 Aug 2011 Last Revised: 19 Oct 2014
Steve Hoeffler, Paul N. Bloom and Kevin Lane Keller
Vanderbilt University - Marketing, Duke University - Center for the Advancement of Social Entrepreneurship (CASE) and Dartmouth College - Tuck School of Business

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stakeholder marketing, brand, internal branding, social marketing, prescriptive advice

8.

How Social-Cause Marketing Affects Consumer Perceptions

Sloan Management Review, Vol. 47, Issue 2, pp. 49-55, 2006
Posted: 04 Aug 2011 Last Revised: 20 Nov 2012
Vanderbilt University - Marketing, Duke University - Center for the Advancement of Social Entrepreneurship (CASE), Dartmouth College - Tuck School of Business and Universidad de Monterrey (UDEM)

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Conjoint Analysis (Marketing), Marketing Research, Social Marketing, Marketing Industrial Research, Research Rate of Return, Capital Investments, Financial Performance

9.

The Marketing Advantages of Strong Brands

The Journal of Brand Management, Vol. 10 No. 6, pp. 421-445, August 2003
Posted: 04 Aug 2011
Steve Hoeffler and Kevin Lane Keller
Vanderbilt University - Marketing and Dartmouth College - Tuck School of Business

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10.

Building Brand Equity Through Corporate Societal Marketing

Journal of Public Policy and Marketing, Vol. 21, No. 1, pp 78-89, 2002
Posted: 04 Aug 2011
Steve Hoeffler and Kevin Lane Keller
Vanderbilt University - Marketing and Dartmouth College - Tuck School of Business

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social marketing, brand equity, market penetration, marketing, market positioning, marketing strategy