Familiarity Breeds Ambivalence

  title={Familiarity Breeds Ambivalence},
  author={Margaret E. Brooks and Scott Highhouse},
  journal={Corporate Reputation Review},
One goal of most corporate marketing strategies is to make stakeholders more familiar with the corporation. The implicit assumption behind these strategies is that familiarity leads to positive outcomes – particularly in the context of firm reputation. Although evidence for a positive effect of familiarity on reputation is inconclusive at best, the effect has remained part of the conventional wisdom in brand image research. This paper presents theory and research from business (eg, management… 

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