Patrimoine de marque : le passé au service du management de la marque

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JournalRecherche et Applications en Marketing
DatePublished - 30 Mar 2017
Number of pages19
Original languageFrench

Abstract

Researchers and practitioners talk about brand heritage even though its meaning and its difference from related concepts are not entirely clear. Through a review of the multidisciplinary literature, this article distinguishes brand heritage from the concepts of inheritance, retro, nostalgia, and authenticity. This article defines brand heritage as a dynamic construct based on an inherited or borrowed past, with a view to supporting brand identity and being transmitted. A total of 11 research propositions are presented within an inclusive framework that paves the way for future research and contributes to research on brand management and the role of consumers in creating value.

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© l’Association Française du Marketing, 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

    Research areas

  • authenticity, brand equity, brand heritage, brand inheritance, brand management, nostalgia, past

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