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Keywords: Familiarity
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Journal Articles
Why familiar brands are sometimes harder to remember
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Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (3-4): 621–638.
Published: 11 April 2016
... robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category knowledge. Design/methodology/approach This paper examines brand image associations for 27 brands in three product categories using marketing field data. The authors apply a quasi...
