brand age

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Creators: Yaeeun Kim, Joydeep Srivastava

This dataset, hosted on the Open Science Framework (OSF), contains the replication data for the study “The ‘Achilles Heel’ of Established Brands: The Effect of Brand Age on Consumers’ Brand Choice” (Kim & Srivastava, 2024, Journal of Marketing Research). It includes experimental and survey data used to examine how the age of a brand influences consumer choice, exploring the paradox whereby well-established older brands may be disadvantaged in certain competitive contexts despite their longevity and market presence.

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