Perceived brand longevity and brand heritage

Longévité perçue de la marque et héritage de la marque

Nada Maaninou () and Richard Huaman-Ramirez ()
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Nada Maaninou: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg
Richard Huaman-Ramirez: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg

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Abstract: This research aims to clarify how individuals interpret brand longevity. The result shows that it incorporates four dimensions related to brand heritage and to its components.

Keywords: Brand anthropomorphism; Age stereotypes; Brand oldness; Brand age; Age de la marque; Marque vieille; Stéréotypes de l'âge; Anthropomorphisme de la marque (search for similar items in EconPapers)
Date: 2016-04-18
Note: View the original document on HAL open archive server: https://hal.science/hal-03603482v1
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Published in 6th International Symposium on Corporate Heritage, Apr 2016, Aix-en-Provence, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03603482

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