Branded longevity's effect on processing fluency and brand familiarity

authors

  • Moussa Anthony
  • De Barnier Virginie

document type

COMM

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.

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