RT Journal Article
T1 Brand antiquity and value perception: are customers willing to pay higher prices for older brands?
A1 Baumert Núñez, Thomas
A1 Obesso Arias, María de las Mercedes de
AB Consumers’ choices and price-finding decisions are complex processes determined by a series of factors, most of which have been exhaustively studied in the academic and professional literature. However, one factor seems to have passed basically unnoticed until now, namely the brand’s antiquity explicitly announced in the companies’ logos (“Since…”, “Established in…” etc.). The present study is, to the best of our knowledge, the first to analyse how brand antiquity may be perceived by consumers as an indicator of quality —as only brands that sell quality products are supposed to survive in a competitive market in the long run— and to have modelled an experiment to empirically test whether this perception results in a willingness to pay higher prices for products whose brands advertise the company’s antiquity than those which do not. Our results reveal that brand antiquity, indeed, has a statistically significant effect on consumers’ price setting.
PB Elsevier
SN 0148-2963
YR 2020
FD 2020-10-09
LK https://hdl.handle.net/20.500.14352/125570
UL https://hdl.handle.net/20.500.14352/125570
LA eng
NO Baumert, T., & de Obesso Arias, M. D. L. M. (2021). Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?. Journal of Business Research, 123, 241-254.
DS Docta Complutense
RD 21 ene 2026