Brands Using Historical References: A Consumers’ Perspective

14 Pages Posted: 24 Apr 2018

See all articles by Fabien Pecot

Fabien Pecot

University of York - The York Management School

Virginie de Barnier

University of York - The York Management School

Date Written: October 2017

Abstract

While existing literature on brand heritage focuses on corporate perspectives, this paper investigates the gap between intended and perceived heritage. Two sequential qualitative studies were performed: the preliminary study is based on observation and enables the selection of 27 fast-moving consumer brands using historical references that are explicit for consumers; the main study is composed of 25 semi-structured interviews of consumers in order to analyse their interpretations. Results show that consumers know little about parent companies behind brands. However, they imagine that companies are seeking a compromise between an ideal tradition and a necessary modernity. Finally, they also distinguish different strategies in the management of temporality. Results outline the critical role of the consumers and enable to distinguish two types of brands—familiar and aristocratic ones—and to formulate two distinct sets of recommendations for them based on the use of historical references.

Keywords: Corporate brand heritage, Historical references, Fast-moving consumer goods, Positioning, Past, Band management

Suggested Citation

Pecot, Fabien and de Barnier, Virginie, Brands Using Historical References: A Consumers’ Perspective (October 2017). Journal of Brand Management, Vol. 25, Issue 2, 2017. Available at SSRN: https://ssrn.com/abstract=3160734 or http://dx.doi.org/10.1057/s41262-017-0076-y

Fabien Pecot (Contact Author)

University of York - The York Management School ( email )

Sally Baldwin Buildings
Heslington
York, North Yorkshire YO10 5DD
United Kingdom

Virginie De Barnier

University of York - The York Management School

Sally Baldwin Buildings
Heslington
York, North Yorkshire YO10 5DD
United Kingdom

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