IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v14y2021i3p15.html
   My bibliography  Save this article

Online Communication and Luxury Heritage Brand towards the E-HBC Matrix

Author

Listed:
  • Vittoria Marino
  • Raffaella Montera

Abstract

Communicating the luxury heritage brand is a new frontier of online communication. This paper intends to evaluate the online communication of the heritage brand in terms of identity traits and management aspects of a corporate group operating in luxury goods, to help fill some gaps in the literature. Using a case study on the LVMH Group, one of the most iconic luxury conglomerates, we selected 35 historic brands, in order to highlight those ambits of heritage that function well and those areas that require improvements on a communication level. Our objective is to identify the types of online communication and relative possibilities of development using the new model of the e-Heritage Brand Communication Matrix. The data is collected by a team of web marketing experts for luxury goods. The results are discussed from an intra- and inter-sectorial perspective.

Suggested Citation

  • Vittoria Marino & Raffaella Montera, 2021. "Online Communication and Luxury Heritage Brand towards the E-HBC Matrix," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 1-15, July.
    • Handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:3:p:15
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/0/0/38510/39123
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/0/38510
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Burghausen, Mario & Balmer, John M.T., 2014. "Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity," Journal of Business Research, Elsevier, vol. 67(11), pages 2311-2323.
    2. Fabien Pecot & Virginie de Barnier, 2017. "Brand heritage: The past in the service of brand management," Post-Print hal-01794256, HAL.
    3. Delphine Dion & Stéphane Borraz, 2015. "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry," Post-Print halshs-02023399, HAL.
    4. Dion, Delphine & Borraz, Stéphane, 2015. "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 77-84.
    5. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    6. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.
    2. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    3. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    4. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    5. Fabien Pecot & Virginie Barnier, 2018. "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    6. Zhang, Yicong & Guo, Xiaoling, 2023. "“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    8. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    9. Mathilde Pulh & Rémi Mencarelli & Damien Chaney, 2019. "The consequences of the heritage experience in brand museums on the consumer–brand relationship," Post-Print halshs-02142424, HAL.
    10. Anne Rindell & Fernando Pinto Santos, 2021. "What makes a corporate heritage brand authentic for consumers? A semiotic approach," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 545-558, September.
    11. Pecot, Fabien & Merchant, Altaf & Valette-Florence, Pierre & De Barnier, Virginie, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Journal of Business Research, Elsevier, vol. 85(C), pages 304-316.
    12. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    13. Desmichel, Perrine & Kocher, Bruno, 2020. "Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons," Journal of Retailing, Elsevier, vol. 96(2), pages 203-219.
    14. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    15. Giovanni Pino & Gianluigi Guido & Rajan Nataraajan, 2017. "Iconic art infusion in luxury retail strategies: Unveiling the potential," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 136-147, April.
    16. Alain Debenedetti, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Post-Print hal-03171771, HAL.
    17. Holmqvist, Jonas & Wirtz, Jochen & Fritze, Martin P., 2020. "Luxury in the digital age: A multi-actor service encounter perspective," Journal of Business Research, Elsevier, vol. 121(C), pages 747-756.
    18. Lidan Xu & Ravi Mehta, 2022. "Technology devalues luxury? Exploring consumer responses to AI-designed luxury products," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1135-1152, November.
    19. Bahri-Ammari, Nedra & Coulibaly, Daouda & Ben Mimoun, Mohamed Slim, 2020. "The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    20. Fabien Pecot & Gregory Rose & Altaf Merchant & Sunmee Choi, 2023. "Brand heritage across cultures: U.S.A., France and South Korea," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 49-60, January.
    21. Angela Bargenda, 2023. "Styling the corporate heritage brand: identity building through architectural design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 116-128, March.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:3:p:15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.