NDLI: Explaining the Familiarity-Liking Relationship: Mere Exposure, Information Availability, or Social Desirability?

Content Provider	Springer Nature Link
Author	Rindfleisch, Aric Inman, J.
Copyright Year	1998
Abstract	A large and diverse body of marketing literature suggests that well-known brands enjoy several advantages compared to less familiar brands. Specifically, brands with higher levels of familiarity appear to achieve higher levels of liking or preference among both consumers and retailers. This familiarity-liking relationship has proven to be one of marketing's most robust and reproducible empirical generalizations. However, there remains a considerable amount of uncertainty as to the conditions under which this relationship arises. In this study, we identify, conceptualize, and empirically assess three alternative hypotheses of the familiarity-liking relationship: mere exposure, information availability, and social desirability. Our results suggest that social desirability is the most powerful of these three potential mechanisms underlying the familiarity-liking phenomenon.
Starting Page	5
Ending Page	19
Page Count	15
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	9
Issue Number	1
e-ISSN	1573059X
Language	English
Publisher	Kluwer Academic Publishers
Publisher Date	1998-01-01
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Explaining the Familiarity-Liking Relationship: Mere Exposure, Information Availability, or Social Desirability?