El desarrollo del concepto de familiaridad de marca y su comprensión actual como variable moderadora

Lizardo Vargas Bianchi

doi:10.31921/doxacom.n12a7

Autores/as

Lizardo Vargas Bianchi Universidad de Piura https://orcid.org/0000-0002-9027-7673

DOI:

https://doi.org/10.31921/doxacom.n12a7

Palabras clave:

Familiaridad de marca, procesamiento de información, comportamiento del consumidor

Resumen

El artículo expone el tránsito que ha seguido el concepto de familiaridad de marca desde que fue abordado en la década del setenta, su definición técnica en el campo de las comunicaciones de marketing y los estudios del consumidor, hasta su comprensión y uso actual. Para ello, se ha revisado la literatura publicada en las revistas académicas entre 1970 y el 2010. El estudio observa que, en los últimos decenios, la investigación ha abordado el término desde una perspectiva de procesamiento de la información, particularmente en el efecto moderador de la familiaridad de marca en distintos esfuerzos cognitivos y perceptuales.

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Biografía del autor/a

Lizardo Vargas Bianchi, Universidad de Piura

Universidad de Piura

Citas

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