The "Achilles heel" of established brands : the effect of brand age on consumers' brand choice
Year of publication: |
2024
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Authors: | Kim, Yaeeun ; Srivastava, Joydeep |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 61.2024, 2, p. 290-306
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Subject: | brand age | year of establishment | brand logo | brand personality | age stereotype | brand choice | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Altersgruppe | Age group | Ältere Menschen | Elderly people |
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