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Co-authors

Virginie de BarnierFull Professor - Université de la Nouvelle Calédonie - IAE Nouvelle-CalédonieVerified email at univ-amu.fr

Anthony Moussa

Anthony Moussa

Assistant professor - Paris School of Business

Verified email at iae-aix.com

Branding brand heritage processing fluency congruence


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How can corporate heritage identity stewardship lead to brand ambidexterity? A Moussa, V de Barnier Journal of Strategic Marketing 29 (8), 706-721, 2021	11	2021
The effect of brand heritage on brand trust, brand equity, and brand perceived innovativeness: An exploratory research (An Abstract) A Moussa, V de Barnier Marketing at the confluence between entertainment and analytics: Proceedings …, 2017	5	2017
Consumers' response to branded longevity A Moussa, V De Barnier Conference Association for Consumer Research Trust in Doubt, 2018	1	2018
Branded longevity's effect on processing fluency: the moderating effect of product involvement and congruence A Moussa Aix-Marseille, 2018		2018
To cite this article: Anthony Moussa & Virginie de Barnier (2020) How can corporate heritage identity stewardship lead to brand ambidexterity?, Journal of Strategic Marketing, DOI A Moussa

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