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The Limits of Brand Heritage in Luxury Advertising: Why Heritage-Based Storytelling May Fail for Certain Luxury Products

Author

Listed:
  • Mia Birau

    (EM - EMLyon Business School)

  • Ann-Sophie Daub

    (EM - EMLyon Business School)

  • Caroline Costerousse

    (EM - EMLyon Business School)

Abstract

Brand heritage is a central dimension of luxury brand identity and is frequently leveraged in storytelling advertising to influence consumers' evaluations of advertisements and downstream purchase-related responses. While prior research emphasizes the positive outcomes of such strategies, this paper reveals important boundary conditions. Across one observational study, one experimental pretest, and three experimental studies, heritage–focused storytelling is shown to backfire for close-to-self products, such as perfumes, by reducing ad evaluations and purchase intentions. Conversely, heritage-focused storytelling enhances consumer responses to distant-from-self products. These findings advance the brand heritage literature by identifying potential downsides of heritage-based storytelling in luxury advertising.

Suggested Citation

  • Mia Birau & Ann-Sophie Daub & Caroline Costerousse, 2026. "The Limits of Brand Heritage in Luxury Advertising: Why Heritage-Based Storytelling May Fail for Certain Luxury Products," Post-Print hal-05610079, HAL.
    • Handle: RePEc:hal:journl:hal-05610079
    DOI: 10.1080/00218499.2026.2648909
    as

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