The Static and Dynamic Review on Consumer Brand Knowledge
Authors
Fang Gao
Corresponding Author
Fang Gao
Available Online September 2019.
- DOI
- https://doi.org/10.2991/jahp-19.2019.10How to use a DOI?
- Keywords
- consumer; brand knowledge; associative network memory model; organizational knowledge creation theory
- Abstract
- Brand knowledge in consumers’ minds is one of the most value-added knowledge for firms. This paper aims to study consumer brand knowledge synthetically from both static and dynamic views, to depict a blueprint of consumer brand knowledge, and to provide theoretical guidance on brand and marketing decisions. Firstly, the content and structure of consumer brand knowledge is studied in view of cognitive psychology. Then the creation and formation process of consumer brand knowledge is explored on the basis of organizational knowledge creation theory.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Fang Gao PY - 2019/09 DA - 2019/09 TI - The Static and Dynamic Review on Consumer Brand Knowledge BT - The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019) PB - Atlantis Press SN - 2352-5428 UR - https://doi.org/10.2991/jahp-19.2019.10 DO - https://doi.org/10.2991/jahp-19.2019.10 ID - Gao2019/09 ER -