Consumers' response to branded longevity

Anthony Moussa () and Virginie de Barnier ()
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Anthony Moussa: AMU - Aix Marseille Université
Virginie de Barnier: AMU - Aix Marseille Université

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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.

Date: 2018-10-11
New Economics Papers: this item is included in nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01801013
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Published in Conference Association for Consumer Research Trust in Doubt, Oct 2018, Dallas, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01801013

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