Kevin Lane Keller is the E. B. Osborn Professor of Marketing and the Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College, USA. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung. His textbook, Strategic Brand Management, co-authored with Vanitha Swaminathan, in its 5th edition, has been heralded as the “bible of branding.

• 1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix:  Learning from Procter & Gamble’s Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents’ Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann – Impactful and Relevant on “Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and the Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College, USA. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung. His textbook, Strategic Brand Management, co-authored with Vanitha Swaminathan, in its 5th edition, has been heralded as the “bible of branding.

• 1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix:  Learning from Procter & Gamble’s Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents’ Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann – Impactful and Relevant on “Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and the Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College, USA. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung. His textbook, Strategic Brand Management, co-authored with Vanitha Swaminathan, in its 5th edition, has been heralded as the “bible of branding.

• 1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix:  Learning from Procter & Gamble’s Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents’ Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann – Impactful and Relevant on “Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.