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