Pecot, Fabien Dominique Charles orcid.org/0000-0001-6455-6663 and De Barnier, Virginie (2017) Patrimoine de marque : le passé au service du management de la marque. Recherche et Applications en Marketing. ISSN 2051-5707
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 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 |
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: | 19 Oct 2017 15:15 |
Last Modified: | 16 Oct 2024 14:06 |
Published Version: | https://doi.org/10.1177/2051570717699376 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1177/2051570717699376 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:122539 |
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