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Conceptualizing, Measuring, and Managing Customer-Based ...

Conceptualizing, Measuring, and Managing Customer-Based ...

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because of its strong association with the product cat- egory. Consumer knowledge most strongly linked to Pepsi should also then come to mind, such as per- ceptions of its taste, sugar and caffeine content, or even recalled images from a recent advertising cam- paign or past product experiences. Consistent with an associative network memory

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