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Keywords: Brand oldness associations
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Journal Articles
How do consumers perceive old brands? Measurement and consequences of brand oldness associations
Available to Purchase
Journal:
European Business Review
European Business Review (2021) 33 (4): 566–596.
Published: 11 November 2020
...Richard Huaman-Ramirez; Nada Maaninou; Dwight Merunka; Véronique Cova 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...
