Researchers and practitioners talk about brand heritage even though its meaning and its difference from related concepts are not entirely clear. Through a review of the multidisciplinary literature, this article distinguishes brand heritage from the concepts of inheritance, retro, nostalgia, and authenticity. This article defines brand heritage as a dynamic construct based on an inherited or borrowed past, with a view to supporting brand identity and being transmitted. A total of 11 research propositions are presented within an inclusive framework that paves the way for future research and contributes to research on brand management and the role of consumers in creating value.
AakerD (1996) Building Strong Brands. New York: The Free Press.
2.
Académie Française (2000) Dictionnaire de l’Académie française (Éoc – Map, vol. 2), 9th edition.Paris: Imprimerie nationale.
3.
Académie Française (2011) Dictionnaire de l’Académie française (Maq – Quo, vol. 3), 9th edition.Paris: Imprimerie nationale.
4.
ArdeletCSlavichBde KervilerG (2015) Self-referencing narratives to predict consumers’ preferences in the luxury industry: A longitudinal study. Journal of Business Research68(9): 2037–2044.
5.
ArnouldEPriceL (2000) Authenticating acts and authoritative performances: Questing for self and community. In: RatneshwarSMickDGHauffmanC (eds) The Why of Consumption. London: Routledge, pp. 9–35.
6.
BakerSE (2012) Retailing retro: Class, cultural capital and the material practices of the (re)valuation of style. European Journal of Cultural Studies15(5): 621–641.
7.
BakerSMKennedyPF (1994) Death by nostalgia: A diagnosis of context-specific cases. Advances in Consumer Research21: 169–174.
8.
BalmerJMT (2011) Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy. European Journal of Marketing45(9–10): 1380–1398.
9.
BalmerJMTChenW (2015) Corporate heritage brands in China. Consumer engagement with China’s most celebrated corporate heritage brand – Tong Ren Tang: 同 仁堂. Journal of Brand Management22(3): 194–210.
10.
BalmerJMTGreyserSUrdeM (2006) The Crown as a corporate brand: Insights from monarchies. Journal of Brand Management14(1–2): 137–161.
11.
BeckSLudeMPrüglR (2016) Discovering the “since effect” – How communicating the company age affects consumers’ brand perception. In: 45th European Marketing Academy Conference EMAC, Oslo, 24–27 May 2016, BI Norwegian Business School, p. 98.
12.
BenmoussaFMaynadierB (2013) Brand Storytelling: entre doute et croyance. Une étude des récits de la marque Moleskine. Décisions Marketing70: 119–128.
13.
BergadaàM (1988) Le temps et le comportement de l’individu. Première partie. Recherche et Applications en Marketing3(4): 57–72.
14.
BergadaàM (1989) Le temps et le comportement de l’individu Deuxième partie. Recherche et Applications en Marketing4(1): 37–55.
15.
BergadaàM (1990) The role of time in the action of the consumer. Journal of Consumer Research17(3): 289–302.
16.
Berger-RemyFMichelG (2015) How brand gives employees meaning: Towards an extended view of brand equity. Recherche et Applications en Marketing30(2): 30–57.
17.
BeverlandMB (2009) Building Brand Authenticity. New York: Palgrave Macmillan.
18.
BeverlandMBLindgreeenAVinkM (2008) Projecting authenticity through advertising: Consumer judgments of advertisers’ claims. Journal of Advertising37(1): 5–15.
19.
BlanchetteA (2014) Revisiting the “passée”: History rewriting in the neo-burlesque community. Consumption, Markets and Culture17(2): 158–184.
20.
BrownL (ed.) (1993) The New Shorter Oxford English Dictionary on Historical Principles, vol. 1A-M. Oxford: Clarendon Press.
BrownS (2013) Retro from the get-go: Reactionary reflections on marketing’s yestermania. Journal of Historical Research in Marketing5(4): 521–536.
23.
BrownSKozinetsRVSherryJF (2003) Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing67(3): 19–33.
24.
BurghausenMBalmerJMT (2014) Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity. Journal of Business Research67(11): 2311–2323.
25.
BurghausenMBalmerJMT (2015) Corporate heritage identity stewardship: A corporate marketing perspective. European Journal of Marketing49(1–2): 22–61.
26.
CamusS (2004) Proposition d’échelle de mesure de l’authenticité perçue d’un produit alimentaire. Recherche et Applications en Marketing19(4): 39–63.
27.
ChastelA (1986) La notion de patrimoine. In: NoraP (ed.) Les lieux de mémoire. Paris: Gallimard, pp. 405–450.
28.
ChronisA (2005) Our Byzantine heritage: Consumption of the past and its experiential benefits. Journal of Consumer Marketing22(4): 213–222.
29.
ChronisAArnouldEHamptonR (2012) Gettysburg re-imagined: The role of narrative imagination in consumption experience. Consumption, Markets and Culture15(3): 261–286.
30.
CovaV (2014) Lefebvre and de Certeau–La sociologie du quotidien. In: RémyERobert-DemontrondP (éds) Regards croisés sur la consommation. Tome 1-Du fait social à la question du sujet. Caen: Editions EMS, pp. 189–221.
31.
CovaVCovaB (2002) Les particules expérientielles de la quête d’authenticité du consommateur. Décisions Marketing28: 33–42.
32.
DavallonJ (2000) Le patrimoine: “une filiation inversée”?Espaces Temps74(1): 6–16.
33.
De CerteauM (1990) L’invention du quotidien. Arts de faire (Folio Essa, vol. 1). Paris: Gallimard.
34.
De HolanPMPhillipsN (2004) Remembrance of things past? The dynamics of organizational forgetting. Management Science50(11): 1603–1613.
35.
DefantiMBirdDCaldwellH (2013) Forever now: Gucci’s use of a partially borrowed heritage to establish a global luxury brand. In: NeilsonL (ed.) 16th Biennial Conference on Historical Analysis and Research in Marketing (CHARM). Copenhagen: SAGE, pp. 14–23.
36.
DesvalléesA (1995a) Emergence et cheminement du mot patrimoine. Musées et collections publiques de France208(3): 6–29.
37.
DesvalléesA (1995b) Termes muséologiques de base. Publics et Musées, Persée – Portail des revues scientifiques en SHS7(7): 134–158.
38.
DibbSSimõesCWensleyR (2014) Establishing the scope of marketing practice: Insights from practitioners. European Journal of Marketing48(1–2): 380–404.
39.
DionD (2013) Légitimité et légitimation des marques. In: MichelG (ed.) Management transversal de la marque. Paris: Dunod, pp. 31–44.
40.
DionDBorrazS (2015) Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry. Journal of Retailing and Consumer Services22: 77–84.
41.
DionDSitzLRémyE (2010) Le sentiment régional comme levier d’action marketing. Décisions Marketing58: 15–27.
42.
DivardRRobert-DemontrondP (1997) La nostalgie: un thème récent dans la recherche marketing. Recherche et Applications en Marketing12(4): 41–62.
43.
DubowJSChildsNM (1998) New coke, mixture perception, and the flavor balance hypothesis. Journal of Business Research43(3): 147–155.
44.
FabreD (2000) L’ethnologie devant le monument historique. In: FabreD (ed.) Domestiquer l’histoire Ethnologie des monuments historiques2. Paris: Editions de la Maison des Sciences de l’Homme, pp. 1–29.
45.
FleckNMailleV (2010) Thirty years of conflicting studies on the influence of congruence as perceived by the consumer: Overview, limitations and avenues for research. Recherche et Applications en Marketing25(4): 69–92.
46.
FosterWMSuddabyRMinkusAet al. (2011) History as social memory assets: The example of Tim Hortons. Management & Organizational History6(1): 101–120.
47.
FowlerP (1992) Heritage: A post-modernist perspective. In: UzzellD (ed.) Heritage Interpretation, Volume 1: The Natural and Built Environment. London: Belhaven Press, pp. 48–56.
48.
FraisseP (1967) Psychologie du temps. Paris: PUF.
49.
FrostWLaingJ (2013) Old world winemakers in the new worlds of California and Victoria. In: HarveyMWhiteLFrostW (eds) Routledge Studies of Gastronomy, Food and Drink: Wine and Identity: Branding, Heritage, Terroir. New York: Taylor & Francis, pp. 17–28.
50.
GeertzC (1973) Person, time, and conduct in Bali. In: GeertzC (ed.) The Interpretation of Cultures: Selected Essays. New York: Basic Books, pp. 360–411.
GioiaDSchultzMCorleyKG (2000) Organizational image, identity, and adaptive instability. Academy of Management Review25(1): 63–81.
53.
GouldingC (2000) The commodification of the past, postmodern pastiche, and the search for authentic experiences at contemporary heritage attractions. European Journal of Marketing34(7): 835–853.
54.
HakalaULättiSSandbergB (2011) Operationalising brand heritage and cultural heritage. The Journal of Product and Brand Management20(6): 447–456.
HartogF (2012) Régimes d’historicité. Présentisme et expérience du temps. Paris: Seuil.
57.
HeinichN (2009) La fabrique du patrimoine: de la cathédrale à la petite cuillère. Paris: Les Editions de la MSH.
58.
HigsonA (2014) Nostalgia is not what it used to be: Heritage films, nostalgia websites and contemporary consumers. Consumption, Markets and Culture17(2): 120–142.
59.
HobsbawmERangerT (1992) The Invention of Tradition. Cambridge: Cambridge University Press.
60.
HolakSL (2014) From Brighton beach to blogs: Exploring food-related nostalgia in the Russian diaspora. Consumption, Markets and Culture17(2): 185–207.
61.
HolakSLHavlenaWJ (1998) Feelings, fantasies, and memories. Journal of Business Research42(3): 217–226.
62.
HolbrookMB (1993) Nostalgia: Some tastes and emerging consumption preferences – Patterns of consumer. Journal of Consumer Research20(2): 245–256.
63.
HolbrookMBSchindlerRM (1996) Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes. Journal of Business Research37(1): 27–39.
64.
HudsonB (2011) Brand heritage and the renaissance of Cunard. European Journal of Marketing45(9–10): 1538–1556.
65.
HudsonBBalmerJMT (2013) Corporate heritage brands: Mead’s theory of the past. Corporate Communications: An International Journal18(3): 347–361.
66.
JourdanP (2001) Le capital marque: proposition d’une mesure individuelle et essai de validation. Recherche et Applications en Marketing16(4): 3–23.
67.
KatesSM (2004) The dynamics of brand legitimacy: An interpretive study in the gay men’s community. Journal of Consumer Research31(2): 455–464.
68.
KellerKL (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing57: 1–22.
69.
KessousA (2009) Nostalgie et relations des consommateurs aux marques: contributions théoriques et implications managériales. Thèse de doctorat en sciences de gestion, Aix-Marseille Université, Marseille.
70.
KessousARouxE (2010) Brands considered as “nostalgic”: Consequences on attitudes and consumer-brand relationships. Recherche et Applications en Marketing25(3): 29–56.
71.
KotlerPKellerKLManceauD (2015) Segmenter le marché et choisir les cibles. In: KotlerPKellerKLManceauD (eds) Marketing Management, vol. 15. Paris: Pearson, pp. 277–302.
72.
LecocqX (2012) Niveaux d’analyse et réification. Le Libellio d’AEGIS7(4): 5–11.
73.
LeighTWPetersCSheltonJ (2006) The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science34(4): 481–493.
74.
LeniaudJM (1992) L’utopie française: essai sur le patrimoine. Paris: Mengès.
MeadGH (1929) The nature of the past. In: CossJ (ed.) Essays in Honor of John Dewey. New York: Henry Holt & Co., pp. 235–242.
83.
MenaSRintamäkiJFlemingPet al. (2016) On the forgetting of corporate irresponsibility. Academy of Management Review41(4): 720–738.
84.
MerchantARoseGM (2013) Effects of advertising evoked vicarious nostalgia on brand heritage. Journal of Business Research66(12): 2619–2625.
85.
MerchantAFordJBDianouxCet al. (2016) Development and validation of an emic scale to measure ad-evoked nostalgia in France. International Journal of Advertising34(4): 706–729.
86.
MichelG (1999) L’évolution des marques: l’approche par la theorie du noyau central. Recherche et Applications en Marketing14(4): 33–53.
87.
MillerD (2014) Brand-building and the elements of success: Discoveries using historical analyses. Qualitative Market Research: An International Journal17(2): 92–111.
88.
MorhartFMalärLGuèvremontAet al. (2015) Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology25(2): 200–218.
89.
MuehlingDDPascalVJ (2011) An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses. Journal of Advertising40(2): 107–122.
90.
NapoliJDickinsonSJBeverlandMBet al. (2014) Measuring consumer-based brand authenticity. Journal of Business Research67(6): 1090–1098.
91.
PascalVJSprottDEMuehlingDD (2002) The influence of evoked nostalgia on consumers’ responses to advertising: An exploratory study. Journal of Current Issues and Research in Advertising1(24): 39–47.
92.
PecotF (2016) Consumers’ responses to brand heritage: Cognitive and affective paths. Doctoral Thesis in Management Science, Aix-Marseille Université, Marseille.
93.
PecotFDe BarnierV (2017) Corporate heritage or corporate inheritance: A French perspective. In: BalmerJM (ed.) Foundations of Corporate Heritage. Abingdon: Routledge.
94.
PeñalozaL (2000) The commodification of the American West: Marketers’ production of cultural meanings at the trade show. Journal of Marketing64: 82–109.
95.
PulhMMencarelliRChaneyD (2015) Enrichir la compréhension des musées de marque: une perspective patrimoniale. In:31e Congrès de l’Association Française du Marketing, Marrakech, Morocco.
96.
RautenbergM (2003) Comment s’inventent de nouveaux patrimoines. Nouveaux Regards sur le Patrimoine1: 19–40.
97.
RémyE (2008) La septimanie ou la résistance au marketing politique. Décisions Marketing49: 93–96.
98.
RicœurP (1985) Temps et récit. Tome III: le temps raconté. Paris: Seuil.
99.
RicœurP (2000) La mémoire, l’histroire et l’oubli (Points Ess). Paris: Seuil.
100.
RindellASantosFPde LimaAP (2015) Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management22(5): 467–484.
101.
RobertsGH (2014) Message on a bottle: Packaging the Great Russian past. Consumption, Markets and Culture17(3): 295–313.
102.
RoseGMMerchantAOrthURet al. (2016) Emphasizing brand heritage: Does it work? And how?Journal of Business Research69(2): 936–943.
103.
RowlinsonMHassardJ (1993) The invention of corporate culture: A history of the histories of Cadbury. Human Relations46(3): 299–326.
104.
RowlinsonMBoothCClarkPet al. (2010) Social remembering and organizational memory. Organization Studies31(1): 69–87.
105.
RowlinsonMHassardJDeckerS (2014) Research strategies for organizational history: A dialogue between historical theory and organization theory. Academy of Management Review39(3): 250–274.
106.
SantosFPBurghausenMBalmerJMT (2016) Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands. Journal of Brand Management23(1): 67–88.
107.
SchauJHMunizAMArnouldEJ (2009) How brand communities create value. Journal of Marketing73: 30–51.
108.
SchindlerRMHolbrookMB (2003) Nostalgia for early experience as a determinant of consumer preferences. Psychology and Marketing20(4): 275–302.
109.
Schrempf-StirlingJPalazzoGPhillipsR (2016) Historic corporate social responsibility. Academy of Management Review41(4): 700–719.
110.
SchroederJBorgersonJWuZ (2015) A brand culture approach to Chinese cultural heritage brands. Journal of Brand Management22(3): 261–279.
111.
SkålénPHackleyC (2011) Marketing-as-practice: Introduction to the special issue. Scandinavian Journal of Management27(2): 189–195.
112.
SternBB (2006) What does brand mean? Historical-analysis method and construct definition. Journal of the Academy of Marketing Science34(2): 216–223.
113.
StolarskiMFieulaineNVan BeekW (2015) Time Perspective Theory, Review, Research and Application: Essays in Honor of Philip G. Zimbardo. Cham: Springer.
114.
SuddabyRFosterWMTrankCQ (2010) Rhetorical history as a source of competitive advantage. Advances in Strategic Management27(2010): 147–173.
115.
TasselJ (2014) Que fait-on du passé dans les organisations?Sociologies pratiques2(29): 1–10.
116.
UrdeMGreyserSABalmerJMT (2007) Corporate brands with a heritage. Journal of Brand Management15(1): 4–19.
117.
UsunierJ-C (2010) Langue et équivalence conceptuelle en management interculturel. Le Libellio d’AEGIS6(2): 3–25.
118.
UzzellD (1992) The hot interpretation of war and conflict. In: UzzellD (ed.) Heritage Interpretation, Volume 1: The Natural and Built Environment. London: Belhaven Press, pp. 33–47.
119.
Van LaerTDe RuyterKViscontiLet al. (2014) The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of narrative transportation. Journal of Consumer Research40(5): 797–817.
120.
VignollesA (2015) Rétro-branding: un habillage nostalgique efficace?Revue Française du Marketing254(4): 39–53.
121.
WhiteH (2006) Historical discourse and literary writing. In: KorhonenK (ed.) Tropes for the past: Hayden White and the History/Literature Debate. Leiden: Brill, pp. 25–33.
122.
WiedmannKPHennigsNSchmidtSet al. (2011) Drivers and outcomes of brand heritage: Consumers’ perception of heritage brands in the automotive industry. Journal of Marketing Theory and Practice19(2): 205–220.
