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

Lizardo Vargas Bianchi

doi:10.31921/doxacom.n12a7

Authors

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

DOI:

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

Keywords:

Brand familiarity, information processing, consumer behaviour

Abstract

The paper presents a literature review of brand familiarity concept, from its early mentions during the seventies, the technical definition given to it within marketing communications and consumer studies, and its current understanding and usage. The review runs from 1970 to 2010, covering mayor scholarly publications. It is observed that in the last decades familiarity has been researched from an information processing stand point, with a particular focus on its moderating effect in individuals' cognitive and perceptual efforts.

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Author Biography

Lizardo Vargas Bianchi, Universidad de Piura

Universidad de Piura

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