The most fundamental aspect of brand knowledge involves whether or not consumers are aware of the brand's existence.
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Q99: Consumer knowledge may affect how a purchase
Q100: Brand associations are the linkages in memory
Q101: Although far from being unimportant, consumer knowledge
Q102: Product knowledge consist of two main types
Q103: Product novices are those that possess vast
Q105: Unlike new products, established products need not
Q106: The two basic approaches for assessing consumers'
Q107: Top-of-the-mind awareness refers to how easily consumers
Q108: Brand image refers to the entire array
Q109: Brand association analysis involves examining the current
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