Familiaridad de marca: Crítica al concepto actual y nueva propuesta de una composición multidimensional
Resumen
En la literatura se ha establecido el concepto de familiaridad de marca como una construcción unidimensional, compuesta sólo por factores cognitivos. Con base en esa concepción se han desarrollado distintos estudios sobre la familiaridad y su carácter moderador sobre diversos efectos en el comportamiento del consumidor. El artículo presenta dos hipótesis críticas a la perspectiva unidimensional del concepto y plantea una composición multidimensional del mismo. Se realiza una argumentación teórica y un estudio cualitativo de jóvenes consumidores de máquinas de afeitar. Los resultados exponen la validez de una composición multivariable de familiaridad.
Palabras clave
Familiaridad de marca, procesamiento de información, conocimiento, awarenessCitas
ALBA, J. W., y HUTCHINSON J. W. (1987): "Dimensions of consumer expertise", en Journal of Consumer Research, vol. 13, nº. 4, pp. 411-545.
AMBLER, T., BRAEUTIGAM, S., STINS, J., ROSE, S., SWITHENBY, S. (2004): "Salience and choice: neural correlates of shopping decisions", en Psychology and Marketing, vol. 21, nº 4, pp. 247-261.
AURIER, P., JEAN, S., y ZAICHOWSKY, J. L. (2000): "Consideration set size and familiarity with usage context", en Advances in consumer Research. vol. 27, pp. 307-313.
BAKER, W., HUTCHINSON, W. J., MOORE, D., NEDUNGADI, P. (1986): "Brand familiarity and advertising: effects on the evoked set and brand preference", en Advances in Consumer Research, Ed. Richard J. Lutz. vol. 13, Issue 1, pp. 637-643.
BISWAS, A. (1992): "The moderating role of brand familiarity in reference price perceptions", en Journal of Business Research, vol. 25, Issue 3, pp. 251-262.
BOGART, L., y LEHMAN, C. (1973): "What makes a brand name familiar?", en Journal of Marketing Research, vol. 10, pp. 17-22.
CAMPBELL, M. C., y KELLER, K. (2003): "Brand familiarity and advertising repetition effects", en Journal of Consumer Research, September, vol. 30, Issue 2, pp. 292-304.
COATES, S., BUTLER, L. T., BERRY, D. C. (2006): "Implicit memory and consumer choice: the mediating role of brand familiarity", en Applied Cognitive Psychology, vol. 20, pp. 1101-1116.
DAHLEN, M., y LANGE, F. (2004): "To challenge or not to challenge: Ad-Brand incongruency and brand familiarity", en Journal of Marketing Theory and Practice, vol. 12, nº 3, pp. 20-35.
DIMOFTE, C., y YALCH, R. (2008): "The role of product category familiarity in self-referent advertising", en Advances in Consumer Research, vol. 35, pp. 726-727.
GILL, J. D., GROSSBART, S., LACZNIAK, R. N. (1988): "Influence of involvement, commitment and familiarity on brand beliefs and attitudes of viewers exposed to alternative ad claim strategies", en Journal of Advertising, vol. 17, nº 1, pp. 33-43.
HA, Hong-Youl (2005): "Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust", en Journal of Consumer Behavior, vol. 4, pp. 438-452.
HARDESTY, D. M., CARLSON, J. P. y BEARDEN, W. O. (2002): "Brand familiarity and invoice price effects on consumer evaluations: the moderating role of skepticism toward advertising", en Journal of Advertising, vol. 31, nº 2, pp. 1-15.
HAYES-ROTH, B. (1977): "Evolution of Cognitive Structures and Processes", en Psychological Review, vol. 84, pp. 260-78.
HOWARD, J. A., y SHETH, J. N. (1969) "The Theory of Buying Behaviour". Nueva York, John Wiley & Sons Inc.
HOYER, W. D., y BROWN, S. P. (1990): "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product", en Journal of Consumer Research, vol. 17, pp. 141-148.
JOHNSON, E, J., y RUSSO, E. J. (1984): "Product familiarity and learning new information", en Journal of Consumer Research, vol. 11, nº 1, pp. 542-550.
KARDES, Frank R., KALYANARAM, G., CHANDRASHEKARAN, M. y DORNOFF, R. J. (1993): "Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage", en Journal of Consumer Research, vol. 20, nº 1, pp. 62-75.
KENT, R, J., y KELLARIS, J. J. (2001): "Competitive interference effects in memory for advertising: are familiar brands exempt?", en Journal of Marketing Communications, vol. 7, nº 3, pp. 159-169.
KENT, R. J., y ALLEN, C. T. (1994): "Competitive interference effects in consumer memory for advertising the role of brand familiarity", Journal of Marketing, vol. 58, pp. 97-105.
LAURENT, G., KAPFERER, J-N, ROUSSEL, F. (1995): "The Underlying Structure of Brand Awareness Scores", en Marketing Science, vol. 14, nº 3, pp. 170-179.
MECHLEIT, K. A., y WILSON, D. A. (1988): "Emotional feelings and attitude toward the advertisement: the roles of brand familiarity and repetition", en Journal of Advertising, vol. 17, nº 3, pp. 27-35.
MONROE, K. E. (1976): "The influence of price differences and brand familiarity on brand preferences", en Journal of Consumer Research, vol. 3, nº 1, pp. 42-49.
NEDUNGADI, P. (1990): "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations", en Journal of Consumer Research, vol. 17, nº 3, pp. 263-276.
PARK, C. W., y LESSIG V. P. (1977): "Judgmental rules and stage of the familiarity curve; promotional implications" en Journal of Advertising, vol. 6, Issue 1, pp. 10-16.
PARK, C. W., y LESSIG, V. P. (1981): "Familiarity and its impact on consumer decision biases and heuristics", en Journal of Consumer Research, vol. 8, pp. 223-230.
PERCY, L., y ROSSITER, J. R. (2006): "A model of brand awareness and brand attitude advertising strategies", en Psychology and Marketing, vol. 9, Issue 4, pp. 263-274.
PHELPS, J., y THORSON, E. (1991): "Brand familiarity and product involvement effects on the attitude toward an ad brand attitude relationship", en Advances in Consumer Research, vol. 18, pp. 202-209.
POLITZ, A. (1975): "The function of advertising and its measurements", en Journal of Advertising, vol. 4, Issue 2, pp. 10-12.
SIMONIN, B. L., y RUTH, J. A. (1998): "Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes", en Journal of Marketing Research, vol. 35, pp. 30-42.
SUN, Ya-Chung, LIN, Chien-Huang, CHENG, Yin-Hui y CHUANG, Shih-Chieh (2009): "The moderating effect of product familiarity on the endowment effect", en Advances in Consumer Research, vol. 36, pp. 974-975.
VANHUELE, M. (1995): "Why familiar stimuli are better liked. A study on the cognitive dynamics linking recognition and mere exposure effect", en Advances in Consumer Research, vol. 22, pp. 171-175.
VARGAS, L. (2006): "El desarrollo del concepto de familiaridad de marca, su relación con el procesamiento de información realizado por los consumidores y su uso actual como una variable moderadora", en Información Pública, vol. 4, nº 2, pp. 287-239.
Publicado
Cómo citar
Descargas
Derechos de autor 2011 Lizardo Vargas Bianchi
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
