Consumers' brand heritage experience: between acceptance and resistance

Rémi Mencarelli (), Damien Chaney () and Mathilde Pulh ()
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Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne
Mathilde Pulh: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights its acceptance by a majority of visitors as a real heritage experience since they give scientific, authentic and aesthetic values to the industrial and commercial features of the brand. However, some visitors do not accept – partially or totally – the brand as part of the heritage corpus insofar as they exhibit scepticism or even reject the experience.

Keywords: resistance; heritage; Brand heritage experience; brand museums; branding (search for similar items in EconPapers)
Date: 2020
New Economics Papers: this item is included in nep-cul and nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-02380341v1
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Citations: View citations in EconPapers (6)

Published in Journal of Marketing Management, 2020, 36 (1-2), pp.30-50. ⟨10.1080/0267257X.2019.1692057⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02380341

DOI: 10.1080/0267257X.2019.1692057

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