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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
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
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
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA