Browsing by Author "Dew, Leah"

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College Consumers' Apparel Brand Knowledge: An Exploratory Study of Brand Awareness and Perceived Brand Category Structures

Dew, Leah (2008-08-15)

Consumers’ brand knowledge is composed of two constructs - brand awareness and brand image. Brand awareness can be demonstrated in the forms of brand recall and brand recognition. If a consumer is able to recall a brand ...