When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge
In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can actually add risk. This is a phenomenon referred to as “negative knowledge.” It happens when the more consumers know about a brand, the less they like it. Possible r...
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| Format: | Article |
| Language: | English |
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Sciendo
2018-05-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0004/gfkmir-2018-0004.xml?format=INT |
| _version_ | 1819031339935989760 |
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| author | Walker Chip |
| author_facet | Walker Chip |
| author_sort | Walker Chip |
| collection | DOAJ |
| description | In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can actually add risk. This is a phenomenon referred to as “negative knowledge.” It happens when the more consumers know about a brand, the less they like it. Possible reasons can be that consumers feel embarrassed by the brand, that they have bad brand experiences or learn about them in the media or from friends, or that they dislike a company’s business motives. |
| first_indexed | 2024-12-21T06:44:29Z |
| format | Article |
| id | doaj.art-4a08134f7a014cb886567e21b457a093 |
| institution | Directory Open Access Journal |
| issn | 1865-5866 |
| language | English |
| last_indexed | 2024-12-21T06:44:29Z |
| publishDate | 2018-05-01 |
| publisher | Sciendo |
| record_format | Article |
| series | GfK Marketing Intelligence Review |
| spelling | doaj.art-4a08134f7a014cb886567e21b457a0932022-12-21T19:12:37ZengSciendoGfK Marketing Intelligence Review1865-58662018-05-01101242810.2478/gfkmir-2018-0004gfkmir-2018-0004When Brand Familiarity Breeds Risk: The Curse of Negative KnowledgeWalker Chip0Chip Walker Brand StrategyIn today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can actually add risk. This is a phenomenon referred to as “negative knowledge.” It happens when the more consumers know about a brand, the less they like it. Possible reasons can be that consumers feel embarrassed by the brand, that they have bad brand experiences or learn about them in the media or from friends, or that they dislike a company’s business motives.http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0004/gfkmir-2018-0004.xml?format=INTBrand KnowledgeBrand RiskBAV |
| spellingShingle | Walker Chip When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge GfK Marketing Intelligence Review Brand Knowledge Brand Risk BAV |
| title | When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge |
| title_full | When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge |
| title_fullStr | When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge |
| title_full_unstemmed | When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge |
| title_short | When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge |
| title_sort | when brand familiarity breeds risk the curse of negative knowledge |
| topic | Brand Knowledge Brand Risk BAV |
| url | http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0004/gfkmir-2018-0004.xml?format=INT |
| work_keys_str_mv | AT walkerchip whenbrandfamiliaritybreedsriskthecurseofnegativeknowledge |