| Autor: |
Sergio Olavarrieta, Cristobal Barra, Eduardo Torres |
| Rok vydání: |
2016 |
| Předmět: |
|
| Zdroj: |
Marketing Challenges in a Turbulent Business Environment ISBN: 9783319194271 |
| DOI: |
10.1007/978-3-319-19428-8_121 |
| Popis: |
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 and advertising effectiveness. The literature suggests alternative definitions of familiarity focusing on recognition, brand knowledge and experience. In this paper we propose a three-dimensional conceptualization of brand familiarity including: recognition, general knowledge and closeness, which fully captures the concept domain. Through six empirical studies we develop and validate a new measure of brand familiarity, and we propose ways to use it for further theoretical development and managerial purposes. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
|
