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Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction

Author

Listed:
  • Pedro Mir Bernal

    (Universidad de Navarra)

  • Fabien Pecot

    (TBS Education)

  • Bradford Hudson

    (Boston College)

  • Virginie Barnier

    (Université de Nouvelle-Calédonie, Larje)

Abstract

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a younger corporate brand appropriates an older product brand’s heritage. Results contribute to a better understanding of the induction of omni-temporality, and of the development of a corporate heritage brand. They pave the way for a meritocratic view of corporate heritage as a status that can be acquired through managerial work.

Suggested Citation

  • 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.
    • Handle: RePEc:pal:jobman:v:30:y:2023:i:2:d:10.1057_s41262-022-00303-8
    DOI: 10.1057/s41262-022-00303-8
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    References listed on IDEAS

    as
    1. Burghausen, Mario & Balmer, John M.T., 2014. "Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity," Journal of Business Research, Elsevier, vol. 67(11), pages 2311-2323.
    2. 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 "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    3. Fabien Pecot & Altaf Merchant & Pierre Valette-Florence & Virginie de Barnier, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Post-Print hal-01831914, HAL.
    4. 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.
    5. Virginie de Barnier & Fabien Pecot, 2017. "Foundations of Corporate Heritage: A French Perspective," Post-Print hal-01466419, HAL.
    6. Fernando Pinto Santos & Mario Burghausen & John M T Balmer, 2016. "Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 67-88, January.
    7. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    8. Fabien Pecot & Pierre Valette-Florence & Virginie de Barnier, 2019. "Brand heritage as a temporal perception: conceptualisation, measure and consequences," Post-Print hal-03497144, HAL.
    9. Spielmann, Nathalie & Discua Cruz, Allan & Tyler, Beverly B. & Beukel, Karin, 2021. "Place as a nexus for corporate heritage identity: An international study of family-owned wineries," Journal of Business Research, Elsevier, vol. 129(C), pages 826-837.
    10. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.
    11. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-02869830, HAL.
    12. Lee, Zoe & Davies, Iain, 2021. "Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution," Journal of Business Research, Elsevier, vol. 129(C), pages 813-825.
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