Brand familiarity in Latin America: a new three-dimensional conceptualization and measure
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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.
Quote ItemTorres E., Olavarrieta S., Barra C. (2016) Brand familiarity in Latin America: a new three-dimensional conceptualization and measure. In: Groza M., Ragland C. (eds) Marketing challenges in a turbulent business environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
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