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A balance theory perspective of brand familiarity effects


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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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

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