The Role of Origins and Essence in Heritage Branding

What makes a heritage brand? The present work posits that a source of essence at a brand’s beginning (such as a founder’s intrinsic motivation) and the continuity of that essence to the present day provide the basis for a brand to be deemed a “heritage brand”.



Citation:

Nathanael S. Martin, T. Andrew Poehlman, and Noah VanBergen (2019) ,"The Role of Origins and Essence in Heritage Branding", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 196-200.

Authors

Nathanael S. Martin, University of Cincinnati, USA
T. Andrew Poehlman, Clemson University, USA
Noah VanBergen, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA

Read More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Featured

Cueing Backwards: Attention Processes in Multi-Attribute Choices

Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.