Consumers' Response to Branded Longevity

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.



Citation:

Anthony Moussa and Virginie de Barnier (2018) ,"Consumers' Response to Branded Longevity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 420-421.

Authors

Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.