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]

A knowledge function of attitudes serves the individual in understanding the environment, by organizing information into an understandable or cohesive whole. It is one of the functions of attitudes proposed by the Functional Theory of Attitudes.[1]

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.