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' meanings or beliefs about
, stores, etc., that are stored in memory.
is defined as the percentage of surveyed
who demonstrate specific knowledge of beliefs about a brand or product.
Hierarchy of effects model
American Marketing Association.
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. <
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