Brand heritage across cultures: U.S.A., France and South Korea

Fabien Pecot (), Gregory Rose, Altaf Merchant and Sunmee Choi
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Fabien Pecot: TBS Education
Gregory Rose: University of Washington Tacoma
Altaf Merchant: University of Washington Tacoma
Sunmee Choi: Yonsei University

Journal of Brand Management, 2023, vol. 30, issue 1, No 4, 49-60

Abstract: Abstract While brand heritage research has increased over the last 15 years, most empirical results still come from Western Europe and North America. Three measurement scales have been developed, which all gathered data from a single Western country. Thus, previous research has not developed a measure using multiple cultures nor conducted a cross-cultural comparison of brand heritage. This research systematically compares brand heritage measurement and effects in three countries: the U.S.A, France, and South Korea. The results from three studies develop a measurement scale with similar effects that hold constant across three countries, demonstrate the relevance of heritage branding across three different cultures, and provide an improvement for researchers and managers interested in brand heritage that operate in a cross-cultural context.

Keywords: Brand heritage; Cross-culture; International marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41262-022-00291-9

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