Stocchi, Lara; Wright, Malcolm; Driesener, Carl - In: European Journal of Marketing 50 (2016) 3/4, pp. 621-638
provide a more robust explanation of brand retrieval by accounting for the separate effects of brand familiarity and category … their levels of brand familiarity and category knowledge. The authors compare brand retrieval for each group to test whether … from memory. This includes, above all, developing methods to separately measure the effects of brand familiarity and …