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How Do Consumers Perceive Old Brands? Measurement and Brand Equity Consequences of Brand Oldness Associations

Author

Listed:
  • Richard Huaman-Ramirez
  • Maaninou Nada
  • D. Merunka
  • Veronique Cova

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

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Suggested Citation

  • Richard Huaman-Ramirez & Maaninou Nada & D. Merunka & Veronique Cova, 2020. "How Do Consumers Perceive Old Brands? Measurement and Brand Equity Consequences of Brand Oldness Associations," Post-Print hal-03082949, HAL.
    • Handle: RePEc:hal:journl:hal-03082949
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    Cited by:

    1. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & García-Henche, Blanca, 2022. "Word of mouth and digitalization in small retailers: Tradition, authenticity, and change," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    2. Pecot, Fabien & Merchant, Altaf, 2022. "Why and when is older better? The role of brand heritage and of the product category in the evaluation of brand longevity," Journal of Business Research, Elsevier, vol. 140(C), pages 533-545.

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