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



Share Proceeding

Featured papers

See More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

Read More

Featured

E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

Read More

Featured

Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

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.