Investigating Dimensions of Perceived Brand Age and Influence on Brand Attitude

Abstract

This research has two objectives, thus the first objective is developing a scale measurement of the perceived brand age and the second is investigating the relationship between perceived brand age and brand attitude. In short, it starts with a literature survey on the perceived brand age and its principals together with identifying its influential factors. In order to scale development, the relevant items are used. For this purpose, we used literature in the construct of perceived brand age together with asking the opinions of marketing experts. After a test of validity and reliability in the first place, we asked for the opinion of KIA’s consumers in Tehran to conduct the research. By the same token, a total number of 450 questionnaires were used for the data analysis. In the second place, after proposing Brand attractiveness, Brand uniqueness together with Market roles in the marketplace as new dimensions for the perceived brand age, EFA in combination with CFA are applied via smart PLS to check the performance of the measurement respecting the dimensions. In the final analysis, a final measurement consisting of 13 Items; 5 items for brand Attractiveness, 6 items for brand Uniqueness and 2 items for Markets role in the marketplace are devised.