Abstract：This article examines the holistic brand knowledge model with the real consumer sample. The content of brand knowledge is a composite system classified into thirteen dimensions under typology of brand prototype, productbased knowledge, communication and experiencebased knowledge, and societybased knowledge. Its structure is organized at levels of brand and attribute, in which brand prototype has main effects. The result provides implications to how companies conduct brand knowledge management to enhance marketing productivity in the case of marketing gets increasingly complicated.
蒋廉雄,吴水龙. 整体视角下的复合-层级品牌知识模型研究[J]. J4, 2014, 11(5): 720-.
JIANG Lianxiong,WU Shuilong. Assessment the Sources of Brand Effects: A Model with MultiDimensions and
Hierarchical Structure from Holistic Perspective. J4, 2014, 11(5): 720-.
2014, Vol. 11 
