2L Rearticulating an Old Brand Or Selling Its Past? the Effects and Boundary Conditions of Brand Revitalization and Retrobranding

This paper explores how consumer attitudes are affected by two different strategies taken by historical brands: brand revitalization and retrobranding. We find that when the brand is considered to be exciting, or consumer materialism is high, a brand revitalization strategy is more successful than retrobranding in terms of advertising effectiveness.



Citation:

Pei-Chi Chen, Hsuan-Yi Chou, and Cony M Ho (2019) ,"2L Rearticulating an Old Brand Or Selling Its Past? the Effects and Boundary Conditions of Brand Revitalization and Retrobranding", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 962-962.

Authors

Pei-Chi Chen, National Sun Yat-sen University, Taiwan
Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
Cony M Ho, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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