Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis

Wagner Junior Ladeira, Joanna Santiago, Fernando de Oliveira Santini, Diego Costa Pinto

Research output: Contribution to journalArticlepeer-review

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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.
Original languageEnglish
Number of pages12
JournalJournal of Product and Brand Management
DOIs
Publication statusE-pub ahead of print - 19 May 2022

Keywords

  • Brand familiarity
  • Attitude formation
  • Meta-analysis
  • Moderators

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