Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context

Abstract

Building on previous research, this article examines the relationships among brand familiarity, confidence in brand evaluations, brand attitudes, and purchase intention. The empirical results from structural equation modeling show that familiarity with a brand influences a consumer's confidence toward the brand, which in turn affects his/her intention to buy the same brand. In addition, a consumer's attitude toward a specific brand is affected by his/her familiarity with the brand. These causal relationships are tested in a multiple brand context.