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

Research output: Contribution to journalArticlepeer-review

Standard

Patrimoine de marque : le passé au service du management de la marque. / Pecot, Fabien Dominique Charles; De Barnier, Virginie.

In: Recherche et Applications en Marketing, 30.03.2017.

Research output: Contribution to journalArticlepeer-review

Harvard

Pecot, FDC & De Barnier, V 2017, 'Patrimoine de marque : le passé au service du management de la marque', Recherche et Applications en Marketing. https://doi.org/10.1177/2051570717699376

APA

Pecot, F. D. C., & De Barnier, V. (2017). Patrimoine de marque : le passé au service du management de la marque. Recherche et Applications en Marketing. https://doi.org/10.1177/2051570717699376

Vancouver

Pecot FDC, De Barnier V. Patrimoine de marque : le passé au service du management de la marque. Recherche et Applications en Marketing. 2017 Mar 30. https://doi.org/10.1177/2051570717699376

Author

Pecot, Fabien Dominique Charles ; De Barnier, Virginie. / Patrimoine de marque : le passé au service du management de la marque. In: Recherche et Applications en Marketing. 2017.

Bibtex - Download

@article{e2dc222c3f804f0a80dd3051b01bd261,
title = "Patrimoine de marque : le pass{\'e} au service du management de la marque",
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.",
keywords = "authenticity, brand equity, brand heritage, brand inheritance, brand management, nostalgia, past",
author = "Pecot, {Fabien Dominique Charles} and {De Barnier}, Virginie",
note = "{\textcopyright} l{\textquoteright}Association Fran{\c c}aise du Marketing, 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 = "2017",
month = mar,
day = "30",
doi = "10.1177/2051570717699376",
language = "French",
journal = "Recherche et Applications en Marketing",
issn = "2051-5707",
publisher = "Sage",

}

RIS (suitable for import to EndNote) - Download

TY - JOUR

T1 - Patrimoine de marque : le passé au service du management de la marque

AU - Pecot, Fabien Dominique Charles

AU - De Barnier, Virginie

N1 - © 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

PY - 2017/3/30

Y1 - 2017/3/30

N2 - 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.

AB - 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.

KW - authenticity

KW - brand equity

KW - brand heritage

KW - brand inheritance

KW - brand management

KW - nostalgia

KW - past

U2 - 10.1177/2051570717699376

DO - 10.1177/2051570717699376

M3 - Article

JO - Recherche et Applications en Marketing

JF - Recherche et Applications en Marketing

SN - 2051-5707

ER -