El desarrollo del concepto de familiaridad de marca y su comprensión actual como variable moderadora

• Autores: Lizardo Vargas Bianchi
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, Nº. 12, 2011, págs. 151-167
• Idioma: español
• DOI: 10.31921/doxacom.n12a7
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• Dialnet Métricas: 1 Cita
• Resumen

  • El artículo expone el tránsito que ha seguido el concepto de familiaridad de marca desde que fue abordado en la década del setenta, su definición técnica en el campo de las comunicaciones de marketing y los estudios del consumidor, hasta su comprensión y uso actual. Para ello, se ha revisado la literatura publicada en las revistas académicas entre 1970 y el 2010. El estudio observa que, en los últimos decenios, la investigación ha abordado el término desde una perspectiva de procesamiento de la información, particularmente en el efecto moderador de la familiaridad de marca en distintos esfuerzos cognitivos y perceptuales.

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