The Static and Dynamic Review on Consumer Brand Knowledge

DOI

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.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fang Gao
PY  - 2019/09
DA  - 2019/09
TI  - The Static and Dynamic Review on Consumer Brand Knowledge
BT  - Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
PB  - Atlantis Press
SP  - 44
EP  - 47
SN  - 2352-5428
UR  - https://doi.org/10.2991/jahp-19.2019.10
DO  - 10.2991/jahp-19.2019.10
ID  - Gao2019/09
ER  -