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

Fabien Dominique Charles Pecot; Virginie De Barnier

doi:10.1177/2051570717699376

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

Translated title of the contribution: Brand heritage: The past in the Service of Brand Management

Fabien Dominique Charles Pecot, Virginie De Barnier

The York Management School

Research output: Contribution to journal › Article › peer-review

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.

Translated title of the contribution	Brand heritage: The past in the Service of Brand Management
Original language	French
Number of pages	19
Journal	Recherche et Applications en Marketing
DOIs	https://doi.org/10.1177/2051570717699376
Publication status	Published - 30 Mar 2017

Bibliographical note

© 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

Keywords

authenticity
brand equity
brand heritage
brand inheritance
brand management
nostalgia
past

Access to Document

10.1177/2051570717699376

RAM finale - Patrimoine de marque
© 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
Accepted author manuscript, 650 KB

Cite this

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