Browsing by Author "cc7cfeb6-b5a7-4a94-a07f-a66d0aa646cf"
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Torres Moraga, Eduardo; Barra Villalón, Cristóbal; Olavarrieta Soto, Sergio (2016)Brand familiarity is a construct often used in marketing and consumer behavior for explaining buyer behavior and marketing effects. Advertising agencies and marketing managers use brand familiarity as a measure of marketing ...