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



Share Proceeding

Featured papers

See More

Featured

E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA

Read More

Featured

Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More

Featured

With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, 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.