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How do consumers perceive old brands? Measurement and consequences of brand oldness associations

Author

Listed:
  • Richard Huaman-Ramirez
  • Nada Maaninou
  • Dwight Merunka

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

  • Véronique Cova

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

Abstract

Purpose This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment. However, the complexity and measurement of brand oldness associations are not yet well-established. This paper proposes a reliable and valid measurement scale of the concept. Design/methodology/approach The research follows a rigorous scale-development procedure based on eight empirical studies, with a total of 2,065 respondents. The data were analyzed through covariance-based structural equation modeling. Findings The scale consists of 18 items and six dimensions, namely, decline, expertise, maintenance, reminiscence, timelessness and tradition. Results demonstrate an effect of brand oldness associations on both brand attachment and brand equity. Research limitations/implications The research was conducted in one country (France). Additional studies in other settings or countries should be carried out to establish generalizability of results and strengthen causality inferences. Originality/value This is the first research to study the notion of brand oldness associations. This study identifies its dimensions, develops a measurement scale and demonstrates its reliability and validity.

Suggested Citation

  • Richard Huaman-Ramirez & Nada Maaninou & Dwight Merunka & Véronique Cova, 2020. "How do consumers perceive old brands? Measurement and consequences of brand oldness associations," Post-Print hal-03513377, HAL.
    • Handle: RePEc:hal:journl:hal-03513377
    DOI: 10.1108/EBR-05-2020-0110
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    Cited by:

    1. 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.
    2. 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).
    3. Apetrei Andreea & Constantin Marius & Deaconu Elena-Mădălina & Dinu Mihai & Pătărlăgeanu Simona Roxana & Petrescu Irina-Elena, 2024. "Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU," Management & Marketing, Sciendo, vol. 19(2), pages 179-210.

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