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A balance theory perspective of brand familiarity effects

conference contribution
posted on 2023-05-24, 21:46 authored by Tan, SZ, Tjiptono, F, Lin YangLin Yang, Watabe, M
This paper explores whether and how brand familiarity influences visual attention, external search behaviour, and attitude towards ad. Drawing on balance theory, this study addresses the triadic relationship between the brand familiarity, the brand information they obtained through external search, and consumers’ attitude towards ads. Two eye-tracking experiments were conducted by varying the familiarity of brands featured in ads. Findings from these experiments revealed that: (1) brand familiarity can influence attention toward external search cues, and (2) consumers align their attitudes towards the advertisement with the searched brand information and this process is driven by the degree of brand familiarity.

History

Publication title

Proceedings of the 2022 ANZMAC Reconnect & Reimagine Conference

Editors

P Harrigan and G Brush

Pagination

1 piece- abstract

ISSN

1447-3275

Department/School

TSBE

Publisher

ANZMAC

Place of publication

Australia

Event title

ANZMAC Reconnect & Reimagine Conference

Event Venue

Perth

Repository Status

  • Restricted

Socio-economic Objectives

Expanding knowledge in commerce, management, tourism and services

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