David Priilaid

Who they are

The work of David Priilaid reaches this site through the paper listed below. The name is tied to Brand Familiarity, The Pseudo-Environment.

Key papers

Priilaid, D., Human, G., Pitcher, K., Smith, T., & Varkel, C. (2017). Are consumers' quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment. South African Journal of Business Management, 48(2), 45-54. What it reports: Two-stage tasting, fourteen experimental groups, each tasting seven Sauvignon Blanc wines first blind then sighted. Brand familiarity affected sighted ratings directly and indirectly through brand knowledge; brand knowledge mediated the effect of brand exposure. Authors suggest mass media aimed only at spreading brand knowledge may not suffice unless it builds familiarity.

Key ideas

Brand Familiarity: How well a consumer knows a brand, which fed into sighted quality ratings in a wine tasting experiment.

The Pseudo-Environment: Lippmann's term for the representation of the world inserted between a person and reality, to which behaviour responds while the consequences land in the real world.

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