Browsing by Author "Barra Villalón, Cristóbal"
Now showing items 1-1 of 1
-
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 ...