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The Perceived Value of Brand Heritage and Brand Luxury

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Klaus-Peter Wiedmann

    (Leibniz University Hannover)

  • Nadine Hennigs

    (Leibniz University Hannover)

  • Steffen Schmidt

    (Leibniz University Hannover)

  • Thomas Wüstefeld

    (Leibniz University Hannover)

Abstract

The heritage aspect is a crucial part of a luxury brand as it has to appear both perfectly modern to the society of the day and at the same time laden with history. Heritage adds the association of depth, authenticity and credibility to the brand’s perceived value and can result in an intensified brand loyalty and the willingness to accept higher prices. Incorporating relevant theoretical and empirical findings, the aim of the present study is to examine the antecedents and outcomes of luxury value and brand heritage as perceived by consumers and effects resulting on brand strength. Based on a structural modeling approach, results reveal the most important effects of the perceived luxury and heritage of a brand on consumer perceived value in terms of the customer’s economic, functional, affective, and social evaluation of a brand and its related effects on the affective, cognitive and intentional brand strength.

Suggested Citation

  • Klaus-Peter Wiedmann & Nadine Hennigs & Steffen Schmidt & Thomas Wüstefeld, 2012. "The Perceived Value of Brand Heritage and Brand Luxury," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 7, pages 563-583, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_27
    DOI: 10.1007/978-3-8349-3722-3_27
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    Cited by:

    1. Rose, Mei & Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R., 2021. "Sports teams heritage: Measurement and application in sponsorship," Journal of Business Research, Elsevier, vol. 124(C), pages 759-769.
    2. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.

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