Notre-Dame is burning: Coping with the destruction of heritage

Damien Chaney () and Pascal Brassier ()
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Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Pascal Brassier: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne

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Abstract: Research has found that consumers can foster deep bonds with heritage sites. But what happens when the heritage is destructed? Drawing on the literature on brand personification, we study consumers' reaction to the destruction of heritage. Through a social network analysis on the Notre-Dame cathedral fire, we show that the destruction of heritage is perceived by consumers as the loss of a human person. We thus propose a heritage mourning process composed of five components: shock and denial, anger and sadness, questioning about life, sharing memories and recovery. Finally, theoretical and managerial contributions are offered for.

Keywords: Social network analysis; Brand personification; Heritage (search for similar items in EconPapers)
Date: 2022-05-24
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Published in EMAC (European Marketing Academy) Annual Conference, May 2022, Budapast, Hungary

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05339305

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