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J4  2014, Vol. 11 Issue (5): 720-    DOI:
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Assessment the Sources of Brand Effects: A Model with MultiDimensions and  Hierarchical Structure from Holistic Perspective
JIANG Lianxiong,WU Shuilong
1.Sun YatSun University, Guangzhou, China; 2. Beijing Institute of Technology,Beijing, China

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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, productbased knowledge, communication and experiencebased knowledge, and societybased 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.
Key wordsbrand knowledge      brand equity      brand prototype      brand effect      brand attitude     
Received: 12 June 2013     
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