When shopping for groceries, you quickly locate and purchase the brands of food you are familiar with, without needing to look at the item description. You are most likely using brand familiarity thinking.
Brand familiarity is a one-dimensional construct that, regardless of the nature or substance of the information being processed, is directly correlated with the amount of time spent doing so. Brand familiarity is the most basic type of consumer knowledge as a result.
Furthermore, this definition makes the explicit assumption that brand familiarity is situational and is influenced in a manner that is similar by exposure to advertising, purchasing patterns, and product use or usage.
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