Why and when is older better? : the role of brand heritage and of the product category in the evaluation of brand longevity
Year of publication: |
2022
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Authors: | Pecot, Fabien ; Merchant, Altaf |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 140.2022, p. 533-545
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Subject: | ‘Longer is better’ effect | Brand heritage | Longevity claims | Perceived longevity | The existence bias | Weber Fechner law | Year of establishment | Sterblichkeit | Mortality | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
Description of contents: | Description [doi.org] |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Corrigendum enthalten in: Volume 146, July 2022, Seite 533 |
Other identifiers: | 10.1016/j.jbusres.2021.11.021 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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