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 |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0004/gfkmir-2018-0004.xml?format=INT |