Brand familiarity: its effects on satisfaction evaluations

Purpose The purpose of this paper is to examine the moderating effects of brand familiarity on satisfaction evaluations and behavioral intentions. Design/methodology/approach A longitudinal survey involving pre‐purchase measures and post‐purchase measures was conducted with consumers in a restaurant setting. The hypotheses were assessed through LISREL methodology. Findings The results showed that there are some similarities and differences among customers with different levels of brand familiarity regarding satisfaction formation and behavioral intentions. Research limitations/implications A self‐reported item was used to measure brand familiarity. Although there was some evidence to support that the measure captured what it was intended to measure, it would be desirable to develop a multi‐item scale for this construct. There is also a need to extend the findings to other service industries. Practical implications Marketers should familiarize customers with a service while capturing opportunities to create a positive experience to gain customers' future purchases. Originality/value The study offers some insights into the effects of brand familiarity on satisfaction evaluations and behavioral intentions. It is particularly relevant for marketing services that are high in experience qualities.