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Impact of perceived brand age on consumer-based brand equity: Post COVID-19 pandemic era

This conceptual paper introduces the concept of perceived brand age into the brand equity literature to better understand value development utilizing Aaker (1991) brand equity model The similarity attraction theory is introduced into the brand equity model to explore the underlining mechanism of how consumers perceive the ages of brands in relation to brand value The research results are helpful in understating how perceived brand age generates value for consumers and how value is generated for consumers and firms through consumers' perception of brand age This study has implications for both academics in terms of inculcating new knowledge and practitioners in terms of devising strategies in the retail mobile sector