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A balance theory perspective of brand familiarity effects
Citation
Tan, SZ and Tjiptono, F and Yang, Lin and Watabe, M, A balance theory perspective of brand familiarity effects, Proceedings of the 2022 ANZMAC Reconnect & Reimagine Conference, 05-07 December 2022, Perth, pp. 1 piece- abstract. ISSN 1447-3275 (2022) [Conference Extract]
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Abstract
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.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | brand familiarity, balance theory, eye-tracking experiment |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Consumer behaviour |
| Objective Division: | Expanding Knowledge |
| Objective Group: | Expanding knowledge |
| Objective Field: | Expanding knowledge in commerce, management, tourism and services |
| UTAS Author: | Yang, Lin (Dr Lin Yang) |
| ID Code: | 154845 |
| Year Published: | 2022 |
| Deposited By: | TSBE |
| Deposited On: | 2023-01-13 |
| Last Modified: | 2023-01-13 |
| Downloads: | 0 |
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