The consequences of the heritage experience in brand museums on the consumer–brand relationship

Mathilde Pulh (), Rémi Mencarelli () and Damien Chaney ()
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Mathilde Pulh: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne

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Abstract: The consequences of the heritage experience in brand museums on the consumer-brand relationship Purpose-This article investigates the consequences of the heritage experience in brand museums on the consumer-brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach-Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings-The results highlight the emergence / strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship, and volunteering. Research implications-By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer-brand relationship in servicescapes. Practical implications-The study shows the necessity of grounding "heritage" in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value-While the literature has examined the spectacular and aesthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer-brand relationship.

Keywords: Brand museums; Consumer-brand relationship; Heritage experience; Intimacy; Supportive behaviors (search for similar items in EconPapers)
Date: 2019
New Economics Papers: this item is included in nep-cul and nep-ipr
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Published in European Journal of Marketing, 2019, 53 (10), pp.2193-2212. ⟨10.1108/EJM-03-2017-0233⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02142424

DOI: 10.1108/EJM-03-2017-0233

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