Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction

Pedro Mir Bernal (), Fabien Pecot (), Bradford Hudson () and Virginie Barnier
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Pedro Mir Bernal: Universidad de Navarra
Fabien Pecot: TBS Education
Bradford Hudson: Boston College
Virginie Barnier: Université de Nouvelle-Calédonie, Larje

Journal of Brand Management, 2023, vol. 30, issue 2, No 5, 144-156

Abstract: Abstract This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a younger corporate brand appropriates an older product brand’s heritage. Results contribute to a better understanding of the induction of omni-temporality, and of the development of a corporate heritage brand. They pave the way for a meritocratic view of corporate heritage as a status that can be acquired through managerial work.

Keywords: Corporate Heritage; Omni-temporality; Product brand; LVMH; Wine; Luxury (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41262-022-00303-8

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