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Brands using historical references: a consumers’ perspective

Author

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  • Fabien Pecot

    (The University of York
    Aix-Marseille Université)

  • Virginie Barnier

    (The University of York)

Abstract

While existing literature on brand heritage focuses on corporate perspectives, this paper investigates the gap between intended and perceived heritage. Two sequential qualitative studies were performed: the preliminary study is based on observation and enables the selection of 27 fast-moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations. Results show that consumers know little about parent companies behind brands. However, they imagine that companies are seeking a compromise between an ideal tradition and a necessary modernity. Finally, they also distinguish different strategies in the management of temporality. Results outline the critical role of the consumers and enable to distinguish two types of brands—familiar and aristocratic ones—and to formulate two distinct sets of recommendations for them based on the use of historical references.

Suggested Citation

  • 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 "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:2:d:10.1057_s41262-017-0076-y
    DOI: 10.1057/s41262-017-0076-y
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
    3. Pedro Mir Bernal & Fabien Pecot & Bradford Hudson & Virginie Barnier, 2023. "Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 144-156, March.
    4. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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