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Research papers

Brand knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle.Brand knowledge (familiarity) is frequently measured but rarely defined. The paper discusses how knowledge...

Catalogue: Automotive 2006
Authors: Melanie Brenninkmeyer, Chris Davis
Company: GfK
February 27, 2006
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Citation

Brenninkmeyer and Davis (2006a, February 27). Brand knowledge. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/brand-knowledge