Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.

Seminal paper on CBBE framework

Krasnikov, A., Mishra, S., & Orozco, D. (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal of Marketing, 73(6), 154–166.

Explores challenges in financial valuations of brands

Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding. Journal of the Academy of Marketing Science, 34(2), 224–235.

Explores how shareholder value is enhanced through branding

Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17.

New metrics for customer-brand equity: attachment

Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand Coolness. Journal of Marketing, 83(5), 36–56.

New paper exploring issues of authenticity and cultrual relevance