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.

中文翻译：

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消费者如何看待老品牌？品牌陈旧联想的测量和后果

目的

本文旨在关注品牌陈旧联想及其测量。对品牌年龄的研究指出了对感知品牌陈旧度的多种解释，并确定存在多种积极后果，如品牌可信度、信任或依恋。然而，品牌陈旧联想的复杂性和衡量标准尚未完善。本文提出了一个可靠且有效的测量尺度概念。

设计/方法/方法

该研究遵循基于八项实证研究的严格规模发展程序，共有 2,065 名受访者。数据通过基于协方差的结构方程模型进行分析。

发现

该量表由18个项目和六个维度组成，即衰落、专业、维护、回忆、永恒和传统。结果证明了品牌陈旧联想对品牌依恋和品牌资产的影响。

研究限制/影响

该研究是在一个国家（法国）进行的。应在其他环境或国家进行更多研究，以建立结果的普遍性并加强因果关系推断。

原创性/价值

这是第一项研究品牌陈旧联想概念的研究。本研究确定了其维度，开发了测量量表并证明了其可靠性和有效性。