1. Managing brand equity: Capitalizing on the value of a brand name;Aaker,1991
2. The value of brand equity;Aaker;Journal of Business Strategy,1992
3. Measuring brand equity across products and markets;Aaker;California Management Review,1996
4. Should you take your brand to where the action is?;Aaker;Harvard Business Review,1997
5. The malleable self: The role of self-expression in persuasion;Aaker;Journal of Marketing Research,1999