Knowledge

Definition

In marketing, knowledge refers to consumers‘ meanings or beliefs about products, brands, stores, etc., that are stored in memory.[1]

In marketing research, brand or product knowledge is defined as the percentage of surveyed customers who demonstrate specific knowledge of beliefs about a brand or product.[2]

See also

• Adoption process
• AIDA
• Brand awareness
• Brand image
• Hierarchy of effects model
• Opinion

References

1. ^ American Marketing Association, AMA Dictionary.
2. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.