Abstract
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.
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.
Original language | English |
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Pages (from-to) | 1168-1179 |
Number of pages | 12 |
Journal | Journal of Product and Brand Management |
Volume | 31 |
Issue number | 8 |
Early online date | 19 May 2022 |
DOIs | |
Publication status | Published - 4 Oct 2022 |
Keywords
- Brand familiarity
- Attitude formation
- Meta-analysis
- Moderators