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Impact of brand familiarity on attitude formation
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Orientador(es)
Resumo(s)
Purpose – This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings. Design/methodology/approach – A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological factors of brand familiarity. Findings – Brand familiarity has stronger positive impacts on attitude formation under particular advertising tools (online and real advertising), product types (hedonic and mature products) and brand characteristics (memory-based recall). The findings also depend on methodological factors such as student samples, laboratory settings and non-estimated effect sizes. Originality/value – This meta-analytic study reconciles prior inconsistencies and advances the understanding of brand familiarity across key advertising, product and brand moderators.
Descrição
Junior Ladeira, W., Santiago, J., Santini, F. D. O., & Pinto, D. C. (2022). Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis. Journal of Product and Brand Management, 31(8), 1168-1179. https://doi.org/10.1108/JPBM-10-2020-3166 ---%ABS1%
Palavras-chave
Brand familiarity Attitude formation Meta-analysis Moderators Marketing Management of Technology and Innovation SDG 8 - Decent Work and Economic Growth