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

4 Citations (Scopus)
4 Downloads (Pure)


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
Pages (from-to)1168-1179
Number of pages12
JournalJournal of Product and Brand Management
Issue number8
Early online date19 May 2022
Publication statusPublished - 4 Oct 2022


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


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