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| Author: | Rindfleisch, A. Inman, J. |
| Title: | Explaining the familiarity-liking relationship: mere exposure, information availability, or social desirability? |
| Journal: | Marketing Letters
1998 : FEB, VOL. 9:1, p. 5-20 |
| Index terms: | MARKETING INFORMATION ECONOMICS |
| Language: | eng |
| Abstract: | A large and diverse body of marketing literature suggests that well-known brands enjoy several advantages compared to less familiar brands. Specifically, brands with higher levels of familiarity appear to achieve higher levels of liking or preference among both consumers and retailers. This familiarity-liking relationship has proven to be one of the marketing's most robust and reproducible empirical generalizations. However, there remains a considerable amount of uncertainty as to the conditions under which this relationship arises. |
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