nep-ipr 2018-07-23 papers

on Intellectual Property Rights

Issue of 2018‒07‒23
one paper chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

Branded longevity's effect on processing fluency and brand familiarity By Anthony Moussa; Virginie De Barnier

Branded longevity's effect on processing fluency and brand familiarity

By:	Anthony Moussa (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Virginie De Barnier (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)
Abstract:	This research draws on fluency theory to examine consumers' response to branded longevity. It employs experimental methodology. Results demonstrate that branded longevity positively impacts processing fluency as well as brand familiarity under low involvement conditions. Contribution and future results are also discussed.
Date:	2018–07–05
URL:	http://d.repec.org/n?u=RePEc:hal:journl:hal-01801013&r=ipr

This nep-ipr issue is ©2018 by Giovanni Ramello. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.

General information on the NEP project can be found at http://nep.repec.org. For comments please write to the director of NEP, Marco Novarese at <director@nep.repec.org>. Put “NEP” in the subject, otherwise your mail may be rejected.

NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.