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
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