Replication Data: The "Achilles Heel" of Established Brands – The Effect of Brand Age on Consumers' Brand Choice
Creators:
Yaeeun Kim, Joydeep Srivastava
Publication Date:
2023-06-26
Data Category:
Dataset Description:
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.
Variables:
Details: