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Why and when is older better? The role of brand heritage and of the product category in the evaluation of brand longevity

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  • Pecot, Fabien
  • Merchant, Altaf

Abstract

Different streams in marketing literature report a positive effect from longevity claims (e.g., ‘since 1840’) on perceptions of quality. This paper integrates these different streams under the framework of the existence bias and its corollary, the ‘longer is better’ effect, in order to advance knowledge about this positive bias in consumer decision-making. Four experiments and one survey of a representative sample reveal the following: (1) the ‘longer is better’ effect is non-linear, as increasing the intensity of the claim does not translate into higher perception of quality above a certain point related to the average longevity of the product category; (2) it is mediated by perceived longevity and brand heritage; (3) it is stronger for brands younger than their category’s average longevity, and when consumers believe that there is more competition in the product category. These results have implications for research on the meaning and value of longevity.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:140:y:2022:i:c:p:533-545
    DOI: 10.1016/j.jbusres.2021.11.021
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    References listed on IDEAS

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    1. 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.
    2. Fabien Pecot & Altaf Merchant & Pierre Valette-Florence & Virginie de Barnier, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Post-Print hal-01831914, HAL.
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    8. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    9. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
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    Cited by:

    1. Fabien Pecot & Gregory Rose & Altaf Merchant & Sunmee Choi, 2023. "Brand heritage across cultures: U.S.A., France and South Korea," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 49-60, January.
    2. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    3. Pecot, Fabien & Celhay, Franck & Kacha, Mathieu & Lombard, Gautier, 2022. "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising," Journal of Business Research, Elsevier, vol. 150(C), pages 121-133.
    4. Liu, Xiaotian & Popkowski Leszczyc, Peter T.L., 2023. "The reference price effect of historical price lists in online auctions," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. repec:fan:istois:v:html10.3280/isto2023-047003 is not listed on IDEAS

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