When Heritage Branding Limits Innovation

While prior work has identified the benefits of highlighting a product’s history on valuation, this article explores a cost of heritage branding. We find that functionally enhancing a heritage-branded product may lower its value due to consumers viewing the product as deviating from its origins, which subsequently decreases its authenticity.



Citation:

Rosanna Smith, Minju Han, George Newman, and Ravi Dhar (2019) ,"When Heritage Branding Limits Innovation", 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

Rosanna Smith, University of Georgia, USA
Minju Han, Yale University, USA
George Newman, Yale University, USA
Ravi Dhar, Yale University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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