Title

Emphasizing Brand Heritage: Does It Work? And How?

Publication Date

2016

Abstract

This paper examines the consequences of brand heritage. It integrates and builds on previous qualitative studies by developing a nomological network examining: (a) the consequences of brand heritage; (b) its impact on purchase intention; (c) the moderating role of regulatory goal focus and (d) the mediating role of trust, positive emotions, brand attachment and commitment. The research progresses from discovery-oriented exploration, to an experimental examination of the effect of brand heritage (Study 1), to an examination of the mediating variables between brand heritage and purchase intention (Study 2). The findings indicate that brand heritage positively impacts purchase intention, especially for consumers with a low promotion focus, and that brand heritage inspires positive emotions, engenders trust, and facilitates brand attachment and commitment. Theoretical and managerial implications are presented. © 2015 Elsevier Inc.

Publication Title

Journal of Business Research

Volume

69

Issue

2

First Page

936

Last Page

943

DOI

10.1016/j.jbusres.2015.06.021

Version

pre-print, post-print (with 12 month embargo)

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