The impact of brand longevity on consumers’ purchase intention: An ERP study

This study aims to investigate the neural correlates of brand longevity on consumers' purchase intention by applying the event-related potentials (ERP) method. Behaviorally, in contrast to the short longevity condition, participants in the long longevity condition showed a high purchase rate and a shorter reaction time (RT). In addition, at the neural level, the long longevity condition elicited a decreased N400 and an increased LPP compared to the short longevity condition. This study demonstrated that brand longevity has a positive impact on consumers' purchase intention. The results of this study extend research on brand heritage.