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When the arts inspire businesses: Museums as a heritage redefinition tool of brands

Author

Listed:
  • Damien Chaney

    (Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne)

  • Mathilde Pulh

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Rémi Mencarelli

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

While the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologies within a museum, brands can capture heritage functions, and thus no longer fully rests in a market logic: the brand becomes a sacred and inalienable common good.

Suggested Citation

  • Damien Chaney & Mathilde Pulh & Rémi Mencarelli, 2018. "When the arts inspire businesses: Museums as a heritage redefinition tool of brands," Post-Print hal-01698405, HAL.
    • Handle: RePEc:hal:journl:hal-01698405
    DOI: 10.1016/j.jbusres.2017.10.023
    Note: View the original document on HAL open archive server: https://hal.univ-smb.fr/hal-01698405
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    References listed on IDEAS

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    1. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    2. Chiara Dalle Nogare & Monika Murzyn-Kupisz, 2024. "Core functions, visitor friendliness and digitalisation: a comparative analysis of corporate museums’ performance," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 48(3), pages 405-437, September.
    3. Siyi Wang & Liying Yu & Yuan Rong, 2024. "Measuring museum sustainability in China: a DSR model-driven approach to empower sustainable development goals (SDGs)," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    4. Jui-Che Tu & Li-Xia Liu & Yang Cui, 2019. "A Study on Consumers’ Preferences for the Palace Museum’s Cultural and Creative Products from the Perspective of Cultural Sustainability," Sustainability, MDPI, vol. 11(13), pages 1-23, June.
    5. 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.
    6. repec:fan:istois:v:html10.3280/isto2023-047003 is not listed on IDEAS

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    Keywords

    Flagship stores; Brand museum; Brand heritage; Memory; heritage; brands; transmission; Branding;
    All these keywords.

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