so H$1$ is true: longevity has a positive effect on perceived quality, but is mediated by the perceived lomgevityH$2$: is true: perceived brand heritage mediates the positive effect of perceived longevity on perceived qualityH$3$: is also true: when perceived competition is higher the effects of perceived longevity, brand heritage and perceived quality are increased. H$4$: also true: the average longevity of the product category acts as frame of reference and moderates the longer is better effect.