Kevin Lane Keller

E.B. OSBORN PROFESSOR OF MARKETING

WORKING PAPERS

WORKING PAPERS

Julie A. Edell and Kevin Lane Keller, "Analyzing Media Interactions: The Effects of Coordinated TV-Print Advertising Campaigns," invited revision, Journal of Marketing Research.

Kalpesh Kaushik Desai, Kevin Lane Keller, and Wayne Hoyer, “Abstract vs. Concrete Challenge Strategies in the Face of Competitive Entry of Extensions from Mega Brands,” to be submitted to the Journal of Advertising.

Philip Kotler and Kevin Lane Keller, “It is Time to Bury the 4Ps and Replace Them With Holistic Marketing,” under review, Harvard Business Review.

MANUSCRIPTS IN PREPARATION

Kalpesh Kaushik Desai and Kevin Lane Keller, “Understanding Channel Fit:  The Reciprocal Effects of Product and Retailer Brand Images,” targeted for Journal of Marketing

Scott Bedbury and Kevin Lane Keller, “King of the World:  Brand Supremacy Inside and Outside Your Company,” targeted for Harvard Business Review

Kevin Lane Keller and Sanjay Sood, “A Conceptual Model of Brand Extension Effects: An Integrative Review,” targeted for Foundations and Trends in Marketing

Kevin Lane Keller and Keith Richey, “Strengthening a Brand Through Sponsorship,” for Journal of Sponsorship.

WORK IN PROGRESS

The Stability of Brand Preferences (with Peter Golder and Tingting Fan)

The Multiple Roles of Fit between Partners in Brand Alliance Attitude Formation (with Bendik Samuelson)

Brand Extension Dynamics (with Donald Lehmann, Jeffrey Parker, and Martin Schleicher)

Brand Proficiency and Propensity (with Meg Campbell)

Professor Kevin Lane Keller

CONTACT

Tuck School of Business at Dartmouth
100 Tuck Hall
Hanover, NH 03755
Tel: 603-646-0393
Fax: 603-646-0995
Kevin.L.Keller@Dartmouth.edu