Kristensen, Tore; Gabrielsen, Gorm; Jaffe, Eugene D. - In: Transnational Marketing Journal 2 (2014) 2, pp. 61-77
Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used...