Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis

Abstract

Purpose This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings. Design/methodology/approach A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological factors of brand familiarity. Findings Brand familiarity has stronger positive impacts on attitude formation under particular advertising tools (online and real advertising), product types (hedonic and mature products) and brand characteristics (memory-based recall). The findings also depend on methodological factors such as student samples, laboratory settings and non-estimated effect sizes. Originality/value This meta-analytic study reconciles prior inconsistencies and advances the understanding of brand familiarity across key advertising, product and brand moderators.