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.
2014, Vol. 11 
