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CBBE is defined as the differential effect that the brand knowledge has on consumer response to marketing of that brand. The power of the brand lies in the minds of the consumers and what they have experienced and learned about the brand over time. Brand knowledge can be conceptualized as consisting of brand node in memory with variety of associations.
CBBE is defined as the differential effect that the brand knowledge has on consumer response to marketing of that brand. The power of the brand lies in the minds of the consumers and what th…