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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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