Details
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 182-194 |
| Seitenumfang | 13 |
| Fachzeitschrift | Journal of Brand Management |
| Jahrgang | 19 |
| Ausgabenummer | 3 |
| Publikationsstatus | Veröffentlicht - 20 Mai 2011 |
Abstract
Corporate branding plays a crucial role in building a sustainable bond between the branded company and its customers. Because consumers corporate brand image develops over time, previous experience with a company and its products/services are of particular importance. During recent years, the question of brand heritage and how past, present and future merge to create corporate brand image has gained growing interest in both marketing research and managerial practice. The aim of the present study is to probe the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength. Using a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength, we present the methodology and the results of our empirical study based on a PLS-PM approach. The results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.
ASJC Scopus Sachgebiete
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Strategie und Management
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Marketing
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in: Journal of Brand Management, Jahrgang 19, Nr. 3, 20.05.2011, S. 182-194.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
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TY - JOUR
T1 - The importance of brand heritage as a key performance driver in marketing management
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Wuestefeld, Thomas
PY - 2011/5/20
Y1 - 2011/5/20
N2 - Corporate branding plays a crucial role in building a sustainable bond between the branded company and its customers. Because consumers corporate brand image develops over time, previous experience with a company and its products/services are of particular importance. During recent years, the question of brand heritage and how past, present and future merge to create corporate brand image has gained growing interest in both marketing research and managerial practice. The aim of the present study is to probe the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength. Using a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength, we present the methodology and the results of our empirical study based on a PLS-PM approach. The results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.
AB - Corporate branding plays a crucial role in building a sustainable bond between the branded company and its customers. Because consumers corporate brand image develops over time, previous experience with a company and its products/services are of particular importance. During recent years, the question of brand heritage and how past, present and future merge to create corporate brand image has gained growing interest in both marketing research and managerial practice. The aim of the present study is to probe the importance of brand heritage on consumer brand image construction based on attitudinal components of brand strength. Using a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength, we present the methodology and the results of our empirical study based on a PLS-PM approach. The results support the assumption that consumers search for authentic brands with genuine history in an increasingly global and dynamic marketplace.
KW - brand heritage
KW - brand image
KW - brand strength
KW - consumer attitude
KW - corporate branding
UR - http://www.scopus.com/inward/record.url?scp=83455187858&partnerID=8YFLogxK
U2 - 10.1057/bm.2011.36
DO - 10.1057/bm.2011.36
M3 - Article
AN - SCOPUS:83455187858
VL - 19
SP - 182
EP - 194
JO - Journal of Brand Management
JF - Journal of Brand Management
SN - 1350-231X
IS - 3
ER -