Branding the Past: Constructing Brand’S Heritage

In this research, we explore the dynamics and tensions which appear in the construction of a brand’s heritage. We refer to Ricoeur’s (2004) account of the abuses of memory shaping, to understand the narrations of the past elaborated by six French brands.



Citation:

Fatima REGANY, Helene GORGE, and Ludovic CAILLUET (2020) ,"Branding the Past: Constructing Brand’S Heritage", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 610-611.

Authors

Fatima REGANY, University of Lille
Helene GORGE, University of Lille
Ludovic CAILLUET, EDHEC Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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