Brand Familiarity Shows in Consumers’ Eyes

Although brand familiarity has been linked to product recognition speed and prior experience, the objective measurement of consumers’ brand familiarity remains challenging. We integrated an extensive product image validation study with novel pupillary response measurements to demonstrate reliable dissociation of familiar and unfamiliar brands without an overt response.


Léon Franzen, Amanda Cabugao, Aaron P. Johnson, H. Onur Bodur, and Bianca Grohmann (2020) ,"Brand Familiarity Shows in Consumers’ Eyes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1240-1240.


Léon Franzen, Concordia University, Canada
Amanda Cabugao, Concordia University, Canada
Aaron P. Johnson, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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