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

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  • Chaney, Damien
  • Pulh, Mathilde
  • Mencarelli, Rémi

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 rest in a market logic: the brand becomes a sacred and inalienable common good.

Suggested Citation

  • Chaney, Damien & Pulh, Mathilde & Mencarelli, Rémi, 2018. "When the arts inspire businesses: Museums as a heritage redefinition tool of brands," Journal of Business Research, Elsevier, vol. 85(C), pages 452-458.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:452-458
    DOI: 10.1016/j.jbusres.2017.10.023
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    Cited by:

    1. 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.
    2. 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.

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