Brands using historical references: a consumers’ perspective

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Brands using historical references : a consumers’ perspective. / Pecot, Fabien Dominique Charles; De Barnier, Virginie.

In: Journal of Brand Management, Vol. 25, No. 2, 01.03.2018, p. 171-184.

Research output: Contribution to journalArticlepeer-review

Harvard

Pecot, FDC & De Barnier, V 2018, 'Brands using historical references: a consumers’ perspective', Journal of Brand Management, vol. 25, no. 2, pp. 171-184. https://doi.org/10.1057/s41262-017-0076-y

APA

Pecot, F. D. C., & De Barnier, V. (2018). Brands using historical references: a consumers’ perspective. Journal of Brand Management, 25(2), 171-184. https://doi.org/10.1057/s41262-017-0076-y

Vancouver

Pecot FDC, De Barnier V. Brands using historical references: a consumers’ perspective. Journal of Brand Management. 2018 Mar 1;25(2):171-184. https://doi.org/10.1057/s41262-017-0076-y

Author

Pecot, Fabien Dominique Charles ; De Barnier, Virginie. / Brands using historical references : a consumers’ perspective. In: Journal of Brand Management. 2018 ; Vol. 25, No. 2. pp. 171-184.

Bibtex - Download

@article{29a03eed232d413a88b975ed5a3dd864,
title = "Brands using historical references: a consumers{\textquoteright} perspective",
abstract = "While existing literature on brand heritage focuses on corporate perspectives, this paper investigates the gap between intended and perceived heritage. Two sequential qualitative studies were performed: the preliminary study is based on observation and enables the selection of 27 fast moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations. Results show that consumers know little about parent companies behind brands. However, they imagine that companies are seeking a compromise between an ideal tradition and a necessary modernity. Finally, they also distinguish different strategies in the management of temporality. Results outline the critical role of the consumers and enable to distinguish two types of brands – familiar and aristocratic ones – and to formulate two distinct sets of recommendations for them based on the use of historical references. ",
keywords = "Band management, Corporate brand heritage, Fast-moving consumer goods, Historical references, Past, Positioning",
author = "Pecot, {Fabien Dominique Charles} and {De Barnier}, Virginie",
note = "{\textcopyright} Macmillan Publishers Ltd 2017. This is an author-produced version of the published paper. Uploaded in accordance with the publisher{\textquoteright}s self-archiving policy. Further copying may not be permitted; contact the publisher for details",
year = "2018",
month = mar,
day = "1",
doi = "10.1057/s41262-017-0076-y",
language = "English",
volume = "25",
pages = "171--184",
journal = "Journal of Brand Management",
issn = "1350-231X",
publisher = "Palgrave Macmillan Ltd.",
number = "2",

}

RIS (suitable for import to EndNote) - Download

TY - JOUR

T1 - Brands using historical references

T2 - a consumers’ perspective

AU - Pecot, Fabien Dominique Charles

AU - De Barnier, Virginie

N1 - © Macmillan Publishers Ltd 2017. 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

PY - 2018/3/1

Y1 - 2018/3/1

N2 - While existing literature on brand heritage focuses on corporate perspectives, this paper investigates the gap between intended and perceived heritage. Two sequential qualitative studies were performed: the preliminary study is based on observation and enables the selection of 27 fast moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations. Results show that consumers know little about parent companies behind brands. However, they imagine that companies are seeking a compromise between an ideal tradition and a necessary modernity. Finally, they also distinguish different strategies in the management of temporality. Results outline the critical role of the consumers and enable to distinguish two types of brands – familiar and aristocratic ones – and to formulate two distinct sets of recommendations for them based on the use of historical references.

AB - While existing literature on brand heritage focuses on corporate perspectives, this paper investigates the gap between intended and perceived heritage. Two sequential qualitative studies were performed: the preliminary study is based on observation and enables the selection of 27 fast moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations. Results show that consumers know little about parent companies behind brands. However, they imagine that companies are seeking a compromise between an ideal tradition and a necessary modernity. Finally, they also distinguish different strategies in the management of temporality. Results outline the critical role of the consumers and enable to distinguish two types of brands – familiar and aristocratic ones – and to formulate two distinct sets of recommendations for them based on the use of historical references.

KW - Band management

KW - Corporate brand heritage

KW - Fast-moving consumer goods

KW - Historical references

KW - Past

KW - Positioning

UR - http://www.scopus.com/inward/record.url?scp=85030849696&partnerID=8YFLogxK

U2 - 10.1057/s41262-017-0076-y

DO - 10.1057/s41262-017-0076-y

M3 - Article

VL - 25

SP - 171

EP - 184

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1350-231X

IS - 2

ER -