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Consumers' response to branded longevity

Author

Listed:
  • Anthony Moussa

    (AMU - Aix Marseille Université)

  • Virginie de Barnier

    (AMU - Aix Marseille Université)

Abstract

This research draws on fluency theory to uncover consumers' response to branded longevity. It employs experimental methodology. Results demonstrate that branded longevity positively impacts processing fluency as well as brand familiarity under low involvement conditions. Contribution and future results are also discussed.

Suggested Citation

  • Anthony Moussa & Virginie de Barnier, 2018. "Consumers' response to branded longevity," Post-Print hal-01801013, HAL.
    • Handle: RePEc:hal:journl:hal-01801013
    Note: View the original document on HAL open archive server: https://hal.science/hal-01801013
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    File URL: https://hal.science/hal-01801013/document
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    References listed on IDEAS

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