Pecot, Fabien Dominique Charles orcid.org/0000-0001-6455-6663 and De Barnier, Virginie (2018) Brands using historical references:a consumers’ perspective. Journal of Brand Management. pp. 171-184. ISSN 1350-231X
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the preliminary study is based on observation and enables the selection of 27 fast moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations.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– familiar and aristocratic ones – and to formulate two distinct sets of recommendations for them based on the use of historical references.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 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 |
Keywords: | Band management,Corporate brand heritage,Fast-moving consumer goods,Historical references,Past,Positioning |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 11 Oct 2017 11:00 |
Last Modified: | 17 Mar 2025 00:07 |
Published Version: | https://doi.org/10.1057/s41262-017-0076-y |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1057/s41262-017-0076-y |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:122364 |
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