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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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