The Perceived Value of Brand Heritage and Brand Luxury

Klaus-Peter Wiedmann, Nadine Hennigs, Steffen Schmidt and Thomas Wüstefeld
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Nadine Hennigs: Leibniz University Hannover
Steffen Schmidt: Leibniz University Hannover
Thomas Wüstefeld: Leibniz University Hannover

Chapter 7 in Quantitative Marketing and Marketing Management, 2012, pp 563-583 from Springer

Abstract: Abstract The heritage aspect is a crucial part of a luxury brand as it has to appear both perfectly modern to the society of the day and at the same time laden with history. Heritage adds the association of depth, authenticity and credibility to the brand’s perceived value and can result in an intensified brand loyalty and the willingness to accept higher prices. Incorporating relevant theoretical and empirical findings, the aim of the present study is to examine the antecedents and outcomes of luxury value and brand heritage as perceived by consumers and effects resulting on brand strength. Based on a structural modeling approach, results reveal the most important effects of the perceived luxury and heritage of a brand on consumer perceived value in terms of the customer’s economic, functional, affective, and social evaluation of a brand and its related effects on the affective, cognitive and intentional brand strength.

Keywords: Brand Heritage; Brand Luxury; Brand Management; Structural Equation Modeling; Partial Least Squares (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_27

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DOI: 10.1007/978-3-8349-3722-3_27

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