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Emphasizing brand heritage: Does it work? And how?

Author

Listed:
  • Rose, Gregory M.
  • Merchant, Altaf
  • Orth, Ulrich R.
  • Horstmann, Florian

Abstract

This paper examines the consequences of brand heritage. It integrates and builds on previous qualitative studies by developing a nomological network examining: (a) the consequences of brand heritage; (b) its impact on purchase intention; (c) the moderating role of regulatory goal focus and (d) the mediating role of trust, positive emotions, brand attachment and commitment. The research progresses from discovery-oriented exploration, to an experimental examination of the effect of brand heritage (Study 1), to an examination of the mediating variables between brand heritage and purchase intention (Study 2). The findings indicate that brand heritage positively impacts purchase intention, especially for consumers with a low promotion focus, and that brand heritage inspires positive emotions, engenders trust, and facilitates brand attachment and commitment. Theoretical and managerial implications are presented.

Suggested Citation

  • Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:2:p:936-943
    DOI: 10.1016/j.jbusres.2015.06.021
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    References listed on IDEAS

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