Product knowledge consist of two main types of knowledge: product category knowledge and brand knowledge.
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Q1: Consumer knowledge is the information stored in
Q2: A "purchase pal"is someone seen as a
Q3: Consumer knowledge may affect how a purchase
Q4: Brand associations are the linkages in memory
Q5: Although far from being unimportant, consumer knowledge
Q7: Product novices are those that possess vast
Q8: The most fundamental aspect of brand knowledge
Q9: Unlike new products, established products need not
Q10: The two basic approaches for assessing consumers'
Q11: Top-of-the-mind awareness refers to how easily consumers
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