Journal ArticleDOI
The importance of brand heritage as a key performance driver in marketing management
TLDR
In this article, the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength was investigated, and the results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.Abstract:
Corporate branding plays a crucial role in building a sustainable bond between the branded company and its customers. Because consumers’ corporate brand image develops over time, previous experience with a company and its products/services are of particular importance. During recent years, the question of brand heritage and how past, present and future merge to create corporate brand image has gained growing interest in both marketing research and managerial practice. The aim of the present study is to probe the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength. Using a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength, we present the methodology and the results of our empirical study based on a PLS-PM approach. The results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.read more
Citations
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Brand authenticity: An integrative framework and measurement scale
TL;DR: This paper developed an integrative framework of the concept of brand authenticity and reported the development and validation of a scale measuring consumers' perceived brand authenticity (PBA) measuring four dimensions: credibility, integrity, symbolism, and continuity.
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Values associated with luxury brand consumption and the role of gender
TL;DR: Zhang et al. as discussed by the authors investigated the role of gender in the perceptions of and motives for luxury brand consumption and found that women give more importance to refinement, while men give more attention to exclusivity and elitism, while public self-consciousness has a stronger positive influence on refinement for women rather than men.
Journal ArticleDOI
Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity
TL;DR: In this article, the authors present an exploratory, empirical study focusing on both the nature and relevance of corporate heritage identity as employed by managers for corporate identity management purposes, and provide a normative framework of actionable categories of activities related to the management and implementation of substantive corporate heritage identities dimensions.
Journal ArticleDOI
Corporate heritage, corporate heritage marketing, and total corporate heritage communications
TL;DR: In this article, a provisional theory of corporate heritage sustainability is articulated, as well as the enumeration of key corporate heritage traits, including omni-temporality, institution trait constancy, external/inter...
Journal ArticleDOI
Investigating consumer–brand relational authenticity
TL;DR: In this article, the authors developed a scale through two purification stages and then assessed the scale's predictive validity for various product and service brands, and demonstrated the predictive validity of relational authenticity by identifying it as a stronger predictor of brand attitudes and purchase intentions than brand attachment.
References
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Journal ArticleDOI
On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.
Journal ArticleDOI
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:
TL;DR: In this paper, evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value for a product.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.