MGMC11H3 Final: MGTC21 Study Notes - CH 2.docx
Document Summary
What resides in mind of customers: customer-based brand equity differential effect that brand knowledge has on consumer response to the marketing of the brand. Brand equity provides marketers w/ a vital strategic bridge from their past to their future. Brands as a reflection of the past the quality of the investment in brand building is the most critical factors. Brands as direction for the future the true value & future prospects of a brand rest w/ consumers & their knowledge about the brand. Brand knowledge is the key to creating brand equity bc creates differential effect that drives brand equity. Need insightful way to represent how brand knowledge exists in consumer memory. Associative network memory model - views memory consisting of network of nodes. & connecting links: nodes - stored information, concepts, links - strength of association between info or concepts.