IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02380341.html
   My bibliography  Save this paper

Consumers' brand heritage experience: between acceptance and resistance

Author

Listed:
  • Rémi Mencarelli

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

  • Damien Chaney

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

  • Mathilde Pulh

    (CREGO - Centre de Recherche en Gestion des Organisations - 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])

Abstract

The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights its acceptance by a majority of visitors as a real heritage experience since they give scientific, authentic and aesthetic values to the industrial and commercial features of the brand. However, some visitors do not accept – partially or totally – the brand as part of the heritage corpus insofar as they exhibit scepticism or even reject the experience.

Suggested Citation

  • Rémi Mencarelli & Damien Chaney & Mathilde Pulh, 2020. "Consumers' brand heritage experience: between acceptance and resistance," Post-Print hal-02380341, HAL.
    • Handle: RePEc:hal:journl:hal-02380341
    DOI: 10.1080/0267257X.2019.1692057
    Note: View the original document on HAL open archive server: https://hal.science/hal-02380341
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02380341/document
    Download Restriction: no
    File URL: https://libkey.io/10.1080/0267257X.2019.1692057?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Fabien Pecot & Altaf Merchant & Pierre Valette-Florence & Virginie de Barnier, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Post-Print hal-01831914, HAL.
    3. 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.
    4. Fabien Pecot & Virginie de Barnier, 2017. "Brand heritage: The past in the service of brand management," Post-Print hal-01794256, HAL.
    5. Wallendorf, Melanie & Brucks, Merrie, 1993. "Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 339-359, December.
    6. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Campo Elias Lopez-Rodriguez & Gerson Jaquin Cristancho-Triana & Jenny Liliana Amaya-Tellez, 2020. "Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 581-597.
    2. Hadeel B. Al Haddad & Amjad H. Al-Amad & Sami AlSmadi & Khaled Qassem Hailat & Mohammad Hasan Galib & Fadi A. T. Herzallah, 2024. "The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 22(1), pages 1-24, January.
    3. Mario Burghausen, 2023. "The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 129-143, March.
    4. Rasa Pranskūnienė & Erika Zabulionienė, 2023. "Towards Heritage Transformation Perspectives," Sustainability, MDPI, vol. 15(7), pages 1-23, April.
    5. Al-Amad, Amjad H. & Balmer, John M.T., 2023. "Augmented role identity saliency of CSR in corporate heritage organizations," Journal of Business Research, Elsevier, vol. 155(PA).
    6. 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.

    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. Olof Brunninge, 2023. "Invented corporate heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 157-169, March.
    2. Takhar-Lail, Amandeep & Chitakunye, Pepukayi, 2015. "Reflexive introspection: Methodological insights from four ethnographic studies," Journal of Business Research, Elsevier, vol. 68(11), pages 2383-2394.
    3. 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.
    4. Cooper, Holly B. & Ewing, Michael T. & Campbell, Colin & Treen, Emily, 2023. "Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning," Business Horizons, Elsevier, vol. 66(3), pages 405-414.
    5. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    6. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    7. Pilar Rojas Gaviria, 2012. "Three essays on how sharing and consuming support home place reconnection in contemporary liquid times," ULB Institutional Repository 2013/209597, ULB -- Universite Libre de Bruxelles.
    8. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    9. Johnson, Clark D. & Bauer, Brittney C. & Kelting, Katie & Jankuhn, Nicolas & Sim, Woojong, 2021. "Location, location … mailing location? The impact of address as a signal," Journal of Business Research, Elsevier, vol. 128(C), pages 326-337.
    10. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    11. Giovanna Bertella, 2020. "The Vegan Food Experience: Searching for Happiness in the Norwegian Foodscape," Societies, MDPI, vol. 10(4), pages 1-18, November.
    12. Loussaïef, Leïla & Ulrich, Isabelle & Damay, Coralie, 2019. "How does access to luxury fashion challenge self-identity? Exploring women's practices of joint and non-ownership," Journal of Business Research, Elsevier, vol. 102(C), pages 263-272.
    13. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    14. Zeynep Arsel & Darren DahlEditor & Eileen FischerEditor & Gita JoharEditor & Vicki MorwitzEditor, 2017. "Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 939-948.
    15. Stefano Pace & Matteo Corciolani & Giacomo Gistri, 2017. "Consumers? responses to ethical brand crises on social media platforms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 141-157.
    16. Thanh-Thao Nguyen & Bianca Grohmann, 0. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    17. 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.
    18. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    19. Hongsheng Zhang & Zhenfeng Cheng & Xin Chen, 2022. "How Destination Social Responsibility Affects Tourist Citizenship Behavior at Cultural Heritage Sites? Mediating Roles of Destination Reputation and Destination Identification," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    20. Sirieix, Lucie & Séré de Lanauze, Gilles & Dyen, Margot & Balbo, Laurie & Suarez, Erick, 2023. "The role of communities in vegetarian and vegan identity construction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    21. Thanh-Thao Nguyen & Bianca Grohmann, 2020. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 452-465, July.

    More about this item

    Keywords

    resistance; heritage; Brand heritage experience; brand museums; branding;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:hal:journl:hal-02380341. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.