In marketing, knowledge refers to consumers‘ meanings or beliefs about products, brands, stores, etc., that are stored in memory.
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.
- ^ American Marketing Association, AMA Dictionary.
- ^ 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.