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

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.