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Cognitive outcomes of brand heritage: A signaling perspective

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JournalJOURNAL OF BUSINESS RESEARCH
DateAccepted/In press - 8 Jan 2018
DateE-pub ahead of print - 3 Feb 2018
DatePublished (current) - Apr 2018
Volume85
Number of pages13
Pages (from-to)304-316
Early online date3/02/18
Original languageEnglish

Abstract

This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity. The results show that brand heritage enhances perceived brand quality and commands a price premium for established companies (Study 1) as well as companies penetrating a new market (Study 2). It also outlines the moderating effect of the familiarity that consumers have with the company, and consumers' past time orientation. Theoretical and managerial implications are also discussed.

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© 2018 Elsevier Inc. All rights reserved. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy.

    Research areas

  • Brand heritage, Nostalgia, Price premium, Signaling theory, Time orientation

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