Kardes, F. R. (1994) ‘Consumer judgement and decision processes’, in R. S. Wyer and T. K.
Srull (eds) Handbook of Social Cognition, Mahwah NJ: Lawrence Erlbaum Associates
Keller, K. L. (1993) ‘Conceptualizing, measuring, and managing customer-based
brand equity’, Journal of Marketing, 57 (January): 1–22
Keller, K. L. (2003) ‘Brand synthesis: the multidimensionality of brand knowledge’,
Journal of Consumer Research, 20 (March): 595–600
Keller, K. L. (2005) ‘Branding short cuts’, Marketing Management, 14 (5): 18–23
Keller, K. L. and Lehmann, D. R. (2003) ‘How do brands create value?’ Marketing
Management, 12 (3) (May/June): 26–31
Louro, M. J. and Cunha, P. V. (2001) ‘Brand management paradigms’, Journal of
Marketing Management, 17: 849–75
Mitchell, A. A. (1982) ‘Models of memory: implications for measuring knowledge struc-
tures’, Advances in Consumer Research, 9 (1): 45–51
Muñiz, A. M. Jr, and O’Guinn, T. C. (2001) ‘Brand community’, Journal of Consumer
Research, 27 (March): 412–31
Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986) ‘Strategic brand concept–image
management’, Journal of Marketing, October: 135–45
Payne, J. W., Bettman, J. R. and Johnson, E. J. (1993) The Adaptive Decision Maker,
Cambridge: Cambridge University Press
Ries, A. and Trout, J. (1983, 2001) Positioning: the Battle for your Mind, New York:
McGraw-Hill
Robertson, T. S. and Kassarjian, H. H. (1991) Handbook of Consumer Behavior,
Englewood Cliffs NJ: Prentice-Hall
The consumer-based approach 115