Pecot, Fabien Dominique Charles orcid.org/0000-0001-6455-6663, Merchant, Altaf, Valette-Florence, Pierre et al. (1 more author) (2018) Cognitive outcomes of brand heritage: A signaling perspective. JOURNAL OF BUSINESS RESEARCH. pp. 304-316. ISSN 0148-2963
Abstract
This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity. The results show that brand heritage enhances perceived brand quality and commands a price premium for established companies (Study 1) as well as companies penetrating a new market (Study 2). It also outlines the moderating effect of the familiarity that consumers have with the company, and consumers' past time orientation. Theoretical and managerial implications are also discussed.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2018 Elsevier Inc. All rights reserved. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. |
Keywords: | Brand heritage,Nostalgia,Price premium,Signaling theory,Time orientation |
Dates: |
|
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: | 06 Feb 2018 16:50 |
Last Modified: | 02 Apr 2025 23:11 |
Published Version: | https://doi.org/10.1016/j.jbusres.2018.01.016 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1016/j.jbusres.2018.01.016 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:127134 |
Download
Filename: Cognitive_Outcomes_of_Brand_Heritage.pdf
Description: Cognitive Outcomes of Brand Heritage
Licence: CC-BY-NC-ND 2.5