Familiaridad de marca: crítica al concepto actual y nueva propuesta de una composición multidimensional

• Autores: Lizardo Vargas Bianchi
• Localización: Questiones publicitarias: revista internacional de comunicación y publicidad, ISSN-e 1988-8732, ISSN 1133-6870, Nº. 16, 2011, págs. 77-90
• Idioma: español
• DOI: 10.5565/rev/qp.70
• Enlaces
  • Texto completo  1    2  
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    En la literatura se ha establecido el concepto de familiaridad de marca como una construcción unidimensional, compuesta sólo por factores cognitivos. Con base en esa concepción se han desarrollado distintos estudios sobre la familiaridad y su carácter moderador sobre diversos efectos en el comportamiento del consumidor. El artículo presenta dos hipótesis críticas a la perspectiva unidimensional del concepto y plantea una composición multidimensional del mismo. Se realiza una argumentación teórica y un estudio cualitativo de jóvenes consumidores de máquinas de afeitar. Los resultados exponen la validez de una composición multivariable de familiaridad.

  • English

    In academic literature the concept of brand familiarity has been accepted as a unidimensional construct, composed by cognitive factors. Based on this conception several studies have been developed, mostly on the moderating effect of familiarity over different aspects of consumer behavior.

    This article presents two hypothesis criticising the unidimensional view of the concept, as well as a multidimensional understanding of it. The paper presents theoretical argumentation and a qualitative study of razor blades consumption among a convenience sample of young males. Results support the understanding familiarity as a multivariable construct.

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