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Keywords: Maintenance
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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
... 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...
