Familiarity Breeds Ambivalence

@article{Brooks2006FamiliarityBA,
  title={Familiarity Breeds Ambivalence},
  author={Margaret E. Brooks and Scott Highhouse},
  journal={Corporate Reputation Review},
  year={2006},
  volume={9},
  pages={105-113}
}
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… 

Examining corporate reputation judgments with generalizability theory.

The results generally support the theory of the reputation construct and suggest that stable estimates of global reputation can be achieved with a small number of items and experts.

Reputation and Supportive Behavior: Moderating Impacts of Foreignness, Industry and Local Exposure

We first examine whether there is a relationship between firm reputation and the stated propensity of an individual to pursue behaviors that support the firm. We then examine the extent to which the

Being Known: A Literature Review on Media Visibility, Public Prominence and Familiarity with Implications for Reputation Research and Management

Scholars studying organizational reputation have demonstrated increased interest in understanding the way in which publics’ knowledge of an organization is related to its reputation. Research in this

An Organizational Impression Management Perspective on the Formation of Corporate Reputations

Researchers have only recently turned their attention to the study of corporate reputation.As is characteristic of many early areas of management inquiry, the field is decidedly multidisciplinary and

Crisis spillover of corporate environmental misconducts: The roles of perceived similarity, familiarity, and corporate environmental responsibility in determining the impact on oppositional behavioral intention

Negative impact of a firm's environmental misconduct can spread to other firms under the same category due to stakeholders' categorization. Such problem implies a sociocognitive process that has yet

Well Known or Well Liked? The Effects of Corporate Reputation on Firm Value at the Onset of a Corporate Crisis

Analyzing 126 corporate crises befalling publicly listed firms in China from 2008 to 2014, it is found that generalized favorability serves as a buffer, while being known can be a burden, in influencing firm value.

Web-based recruiting’s impact on organizational image and familiarity: too much of a good thing?

Abstract Little is known about the efficacy of many of the newer forms of online recruitment. Using a quasi-experimental design, we tested the impact of individual exposure to corporate recruitment

Can Financial Education Extend the Border of Bounded Rationality?

When choosing a particular alternative from a number of financial assets, risk is an important feature. According to the classic Capital Assets Pricing Model (CAPM), we would expect to receive a

References

SHOWING 1-10 OF 47 REFERENCES

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

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.

Organizational attractiveness of firms in the People's Republic of China: a person-organization fit perspective.

Although, in general, participants were more attracted to foreign than state-owned firms and to familiar than unfamiliar firms, results provided support for the person-organization fit perspective in that the individual differences moderated the effects of the organizational attributes on firm attractiveness.

Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects

Reputation, image, and impression management

Historical landmarks and further guidelines assumptions and issues personality, the self, social identity and social deviation group processes social networks, communication and influence impression

Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog

Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because

Organizational Attractiveness as an Employer on College Campuses: An Examination of the Applicant Population

Abstract I extended recruitment research by sampling from the applicant population to investigate factors related to a firm's attractiveness as an employer on college campuses. Specifically, I

Effect of brand name on consumers' risk perceptions of online shopping

The purpose of the present study was to investigate the relationship between brand names and consumers' perceived risk. Hypotheses dealt with whether the presence of a product's brand name affects

The Construction of Preference

  • P. Slovic
  • Psychology
    Shaping Entrepreneurship Research
  • 2020
Dowe really knowwhatwewant?Ormustwe sometimes construct our preferences on the spot, using whatever cues are available – even when these cues lead us astray? One of the main themes that has emerged

When Can Affective Conditioning and Mere Exposure Directly Influence Brand Choice

Abstract The purpose of this research is to identify the circumstances, if any, in which affective conditioning (AC) and mere exposure (ME) based advertising strategies can directly influence brand

The warm glow heuristic: when liking leads to familiarity.

  • B. Monin
  • Psychology
    Journal of personality and social psychology
  • 2003
It is concluded that both prototypicality and a warm glow heuristic are responsible for the "good-is-familiar" phenomenon.