 Emphasizing brand heritage: Does it work? And how?Gregory M. Rose, Altaf Merchant, Ulrich R. Orth and Florian Horstmann Journal of Business Research, 2016, vol. 69, issue 2, 936-943 Abstract: This paper examines the consequences of brand heritage. It integrates and builds on previous qualitative studies by developing a nomological network examining: (a) the consequences of brand heritage; (b) its impact on purchase intention; (c) the moderating role of regulatory goal focus and (d) the mediating role of trust, positive emotions, brand attachment and commitment. The research progresses from discovery-oriented exploration, to an experimental examination of the effect of brand heritage (Study 1), to an examination of the mediating variables between brand heritage and purchase intention (Study 2). The findings indicate that brand heritage positively impacts purchase intention, especially for consumers with a low promotion focus, and that brand heritage inspires positive emotions, engenders trust, and facilitates brand attachment and commitment. Theoretical and managerial implications are presented. Keywords: Brand heritage; Branding; Nostalgia; Regulatory goal focus; Brand attachment; Brand Trust (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:2:p:936-943 DOI: 10.1016/j.jbusres.2015.06.021 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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