A widely held conception in the marketing literature is to develop consistency and relevancy when communicating brand meaning to consumers. The underlying idea behind traditional theories of persuasive communication suggests that matching the message to consumers’ perceptions and experiences...

Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant...