2005 – Does familiarity breed favorability? The researchers have analyzed reputation data for 30 global companies based on responses from 6,000 Americans. The companies represent six different industries: consumer products, automotive, pharmaceutical, entertainment, technology and financial services. For every industry and on every measure studied, the results are consistent. People who report that they are extremely or very familiar with a company have more favorable impressions than people who say they are somewhat familiar or only know the name of a company.
Understanding is the Beginning of Approving: Vapid Platitude or Cornerstone of Public
John Gilfeather and Tina Carroll
2005
