Huaman-Ramirez, Richard; Maaninou, Nada; Merunka, Dwight; … - In: European Business Review 33 (2020) 4, pp. 566-596
Purpose: This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment....