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Emphasizing brand heritage: Does it work? And how? · Study

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ArticleEmphasizing brand heritage: Does it work? And how?

Gregory M. Rose2015

Article2015

Emphasizing brand heritage: Does it work? And how?

Gregory M. Rose · Altaf Merchant · Ulrich R. Orth · Florian Horstmann

191 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Nostalgia and Consumer Behavior

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1994The Commitment-Trust Theory of Relationship Marketing 1993Cultures and Organizations: Software of the Mind.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research

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2018Cognitive outcomes of brand heritage: A signaling perspective 2021Corporate social responsibility and disruptive innovation: The moderating effects of environmental turbulence 2020Examining the relationships between e-WOM, consumer ethnocentrism and brand equity 2022Brand attachment: a review and future research 2019Nostalgia marketing and (re-)enchantment

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Year2015

Typearticle

Published2015-06-23

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations191

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2015.06.021

openalex_workW883690191

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2016

Reviving sleeping beauty brands by rearticulating brand heritage

2022How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement

2019How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets