Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs

Purpose Adopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention. Design/methodology/approach A 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized...