nep-ipr 2018-07-23 papers

on Intellectual Property Rights

Issue of 2018–07–23
one paper chosen by
Giovanni Battista 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:	https://d.repec.org/n?u=RePEc:hal:journl:hal-01801013

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