Skip to Main content Skip to Navigation
Conference papers

Consumers' response to branded longevity

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.
Document type :
Conference papers
Complete list of metadatas

Cited literature [38 references]  Display  Hide  Download

https://hal.archives-ouvertes.fr/hal-01801013
Contributor : Anthony Moussa <>
Submitted on : Monday, May 28, 2018 - 10:06:27 AM
Last modification on : Monday, April 1, 2019 - 4:46:16 PM
Document(s) archivé(s) le : Wednesday, August 29, 2018 - 12:57:35 PM

File

IRMBM.pdf
Files produced by the author(s)

Identifiers

  • HAL Id : hal-01801013, version 1

Collections

Citation

Anthony Moussa, Virginie de Barnier. Consumers' response to branded longevity. Conference Association for Consumer Research Trust in Doubt, Oct 2018, Dallas, United States. ⟨hal-01801013⟩

Share

Metrics

Record views

155

Files downloads

776