Brand heritage as a temporal perception: conceptualisation, measure and consequences

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JournalJournal of Marketing Management
DateAccepted/In press - 12 Aug 2019
DateE-pub ahead of print (current) - 24 Sep 2019
Early online date24/09/19
Original languageEnglish

Abstract

This research looks at the concept of brand heritage as a branded representation of the past and its influence on cognitive and affective responses. Although numerous items of research mention brand heritage, the subject still lacks conceptual clarity. This paper aims to address this gap and to build a scale measuring its perception by consumers. The literature review leads to a conceptualisation of brand heritage as the perception of a brand’s temporal management. Then, one qualitative and three quantitative studies facilitate the emergence and validate a three-dimensional scale of perceived brand heritage. A model demonstrates how brand heritage enhances brand credibility and personal nostalgia. This paper contributes to the apprehension of change and continuity in brand management, with potential extensions to other disciplines.

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© 2019 Westburn Publishers Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details.

    Research areas

  • brand heritage, timelessness, credibility, personal nostalgia, measurement scale, structural equation modelling

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