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Keywords: Brand knowledge
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (1-2): 31–51.
Published: 10 February 2012
... on brand knowledge structure, and how brand familiarity moderates this influence. Design/methodology/approach A sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (advertising and nonmonetary promotion) was assessed...
