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Perceived brand longevity and brand heritage
[Longévité perçue de la marque et héritage de la marque]

Author

Listed:
  • Nada Maaninou

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg)

  • Richard Huaman-Ramirez

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg)

Abstract

This research aims to clarify how individuals interpret brand longevity. The result shows that it incorporates four dimensions related to brand heritage and to its components.

Suggested Citation

  • Nada Maaninou & Richard Huaman-Ramirez, 2016. "Perceived brand longevity and brand heritage [Longévité perçue de la marque et héritage de la marque]," Post-Print hal-03603482, HAL.
    • Handle: RePEc:hal:journl:hal-03603482
    Note: View the original document on HAL open archive server: https://hal.science/hal-03603482
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