Professor Keller's general area of expertise lies in marketing strategy and planning, and branding.
His specific research interest is in how understanding theories and concepts related to consumer
behavior can improve marketing strategies. His research has been published in three of the major
marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of
Consumer Research. He also has served on the Editorial Review Boards of those journals. With over
ninety published papers, his research has been widely cited and has received numerous awards.