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How do consumers perceive old brands? Measurement and consequences of brand oldness associations

Richard Huaman-Ramirez (EM Strasbourg Business School, HuManiS (EA 7308), Université de Strasbourg, Strasbourg, France)
Nada Maaninou (EM Strasbourg Business School, HuManiS (EA 7308), Université de Strasbourg, Strasbourg, France)
Dwight Merunka (Aix-Marseille Graduate School of Management, CERGAM (EA 4225), Aix-Marseillee University, Marseille, France)
Véronique Cova (Aix-Marseille Graduate School of Management, CERGAM (EA 4225), Aix-Marseillee University, Marseille, France)

European Business Review

ISSN: 0955-534X

Article publication date: 11 November 2020

Issue publication date: 15 July 2021

649

Abstract

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. However, the complexity and measurement of brand oldness associations are not yet well-established. This paper proposes a reliable and valid measurement scale of the concept.

Design/methodology/approach

The research follows a rigorous scale-development procedure based on eight empirical studies, with a total of 2,065 respondents. The data were analyzed through covariance-based structural equation modeling.

Findings

The scale consists of 18 items and six dimensions, namely, decline, expertise, maintenance, reminiscence, timelessness and tradition. Results demonstrate an effect of brand oldness associations on both brand attachment and brand equity.

Research limitations/implications

The research was conducted in one country (France). Additional studies in other settings or countries should be carried out to establish generalizability of results and strengthen causality inferences.

Originality/value

This is the first research to study the notion of brand oldness associations. This study identifies its dimensions, develops a measurement scale and demonstrates its reliability and validity.

Keywords

Citation

Huaman-Ramirez, R., Maaninou, N., Merunka, D. and Cova, V. (2021), "How do consumers perceive old brands? Measurement and consequences of brand oldness associations", European Business Review, Vol. 33 No. 4, pp. 566-596. https://doi.org/10.1108/EBR-05-2020-0110

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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