Familiarity, ambivalence, and firm reputation: is corporate fame a double-edged sword?

@article{Brooks2003FamiliarityAA,
  title={Familiarity, ambivalence, and firm reputation: is corporate fame a double-edged sword?},
  author={Margaret E. Brooks and Scott Highhouse and Steven Russell and David C Mohr},
  journal={The Journal of applied psychology},
  year={2003},
  volume={88 5},
  pages={904-14}
}
This research questioned the proposition that corporate familiarity is positively associated with firm reputation. Student images of familiar and unfamiliar Fortune 500 corporations were examined in 4 experiments. The results suggested that, consistent with behavioral decision theory and attitude theory, highly familiar corporations provide information that is more compatible with the tasks of both admiring and condemning than less familiar corporations. Furthermore, the judgment context may… CONTINUE READING
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