The “Achilles Heel” of Established Brands: the Effect of Brand Age on Consumers’ Brand Choices
Consumers rely on age stereotypes to form brand personality impressions, and the extent to which these impressions match the characteristics associated with product categories perceived to be innovative influences brand preferences. Findings contribute to the literature on the effects of brand attributes on brand image and managerial guidelines.
Yaeeun Kim and Joydeep Srivastava (2020) ,"The “Achilles Heel” of Established Brands: the Effect of Brand Age on Consumers’ Brand Choices ", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 459-460.
Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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